Thailand's government has postponed the "Visit Thailand Plus" 4-billion-baht subsidy programme from October 2026 to April–June 2027, disappointing hospitality operators who had prepared for a high-season campaign launch. The Thai Hotel Association (THA) warns of lost support for secondary cities and low-season tourism, though industry leaders acknowledge the April shift to low-season timing may ultimately help SME properties. The Tourism Authority of Thailand (TAT) is introducing a competing "Bus Tour Thailand" initiative (October–December 2026, 8M baht budget) to soften the blow and boost group travel.