Thailand's Ministry of Tourism postponed its 4-billion-baht "Thailand Travel Plus" subsidy program from late 2026 to April 2027 to target the low season instead of the high season (Oct-Dec). Hotel operators in the north argue the new timing still misses the mark—April overlaps with severe PM2.5 pollution, driving travelers away. Industry leaders propose shifting the budget to June-September (green season) or Feb-March to better stimulate tourism and avoid wasting subsidies during naturally high-demand periods. The reshuffle reflects sector frustration with top-down stimulus timing that ignores seasonal realities.