Thailand tourists have warning from the Tourism Authority of Thailand (TAT) have issued official guidance for both citizens and foreign visitors to observe appropriate behavior and dress modestly during the national mourning period following the death of Queen Sirikit The Queen Mother. The announcement, made on October 25, 2025, asks tourists to avoid bright or flashy colors as a sign of respect for the late Queen and the Thai royal family.
According to a statement released by the Prime Minister’s Office, all government offices, educational institutions, and state enterprises are flying the national flag at half-mast for 30 days starting from October 25. Government employees have also been instructed to wear formal mourning attire for up to one year, while members of the public are encouraged to wear black, white, or other subdued colors for the first 90 days.
“While there is no restriction on travel or tourism activities, visitors are expected to be mindful of the cultural atmosphere during this period of mourning,” the statement read. “Wearing respectful colors and acting with decorum is a simple gesture that means a great deal to the Thai people.”
The Tourism Authority of Thailand (TAT) reinforced that message in its own announcement:
“All tourist attractions, restaurants, shops, and transportation services remain open. However, visitors are kindly requested to dress appropriately and behave respectfully, especially when visiting temples, royal sites, or government premises.”
Thailand Warned Tourists
Although there is no legal ban on bright clothing, Thai officials have emphasized cultural sensitivity. Wearing subdued or dark tones—such as black, grey, or white—is seen as a mark of respect, particularly when visiting religious or royal locations.
According to Euronews Travel, some entertainment venues have scaled back festivities and public celebrations, while nightlife operations continue with more subdued tones. Major tourist destinations such as Bangkok, Phuket, and Chiang Mai remain open as usual.
“Thailand continues to welcome visitors,” said Chattan Kunjara Na Ayudhya, Deputy Governor of TAT for International Marketing, in an interview with The Nation Thailand. “We only ask that they respect the cultural context. Visitors who do so will find Thais to be very understanding and welcoming.”
Aida Oujeh, President of the Thailand–Southeast Asia Halal Trade and Tourism Association, echoed that sentiment.
“We advise tourists from neighboring countries, especially Malaysia and Indonesia, to wear black, white, or darker shades if possible. It’s not compulsory, but it shows respect to the people and the moment.”
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Tourism Numbers Remain Strong
Despite the national mourning, Thailand’s tourism industry remains robust. Official TAT data show that the country received 35.05 million international visitors in 2024, generating around 1.8 trillion baht in tourism revenue. From January to September 2025, arrivals reached 22.39 million, with revenues surpassing 1 trillion baht.
By October 12, 2025, total foreign arrivals had climbed to 25.1 million, producing roughly 1.16 trillion baht, according to The Nation Thailand. The top five source markets were Malaysia, China, South Korea, India, and Russia.
Analysts say Thailand’s tourism outlook remains positive despite minor fluctuations caused by global economic uncertainties. “The mourning period may temporarily tone down public entertainment, but it’s unlikely to impact visitor numbers significantly,” said Sumeth Sudasna, President of the Thailand Incentive and Convention Association (TICA).
Cultural Sensitivity Encouraged
Experts emphasize that understanding Thailand’s deep reverence for its monarchy is crucial for travelers. “Foreigners sometimes underestimate how central the royal institution is to Thai identity,” said Supinya Klangnarong, a media and culture scholar at Chulalongkorn University. “Showing small gestures of respect—like avoiding bright clothes or loud behavior—goes a long way in maintaining harmony.”
The Thai government confirmed that regular dress norms and public festivities would resume gradually after January 2026, once the official mourning period concludes.
The TAT advises tourists to pack at least one outfit in dark or neutral colors, especially when visiting temples, royal sites, or official ceremonies. Visitors are also encouraged to follow updates through official channels and consult with tour operators before attending public events.
Thailand’s beaches, markets, and cultural sites remain open, and the tourism board reassures that “the Land of Smiles” continues to welcome travelers warmly—so long as they show awareness and respect during this period of remembrance. (Sulung Prasetyo)
