Thailand’s Dual Strategy: Tourism and Air Conditioners
As Europe experiences record-breaking heatwaves, Thailand is capitalizing on the situation by promoting itself as a destination for relief from the sweltering temperatures. The Southeast Asian nation is not only attracting tourists seeking cooler climates but also exporting more air conditioners to meet the rising demand in Europe.
Thailand’s tourism sector has launched a campaign aimed at European travelers, encouraging them to swap their scorching summer conditions for the milder weather of the rainy season. This initiative includes discounted hotel rates and the promise of fewer crowds, making it an attractive option for those looking to escape the heat.
In addition to tourism, Thailand’s manufacturing sector is also benefiting from the heatwave trend. The country’s exports of air conditioners to Europe have seen a significant increase. According to commerce ministry data, Thailand’s air conditioner exports to Europe jumped 41.3 per cent in May compared to the previous year, reaching $130.1 million. In the first five months of the year, shipments rose 16.5 per cent to $696.8 million.
Europe accounts for 18 per cent of Thailand’s air conditioner exports, making it the second-largest market after the United States. France and Germany are among the biggest buyers, with exports to Germany increasing by 37.2 per cent and to France by 13.9 per cent during the January-May period.
The surge in demand is driven by the fact that much of Europe is built to retain heat rather than keep it out, leaving households vulnerable as heatwaves become more frequent. Retailers in Germany have reported shortages of portable air conditioners and electric fans as temperatures climb well above seasonal norms.
In China, the rising European appetite for portable air conditioner units is providing earnings tailwinds for appliance giants such as Midea Group, Haier Smart Home, and Gree Electric Appliances. Thailand, one of the world’s largest air conditioner exporters alongside China and Mexico, is already showing signs of benefiting from stronger demand. Air conditioner output rose 20 per cent in May from a year earlier, even as overall manufacturing production declined.
Top-selling brands include several Japanese manufacturers like Daikin Industries and Mitsubishi Electric. While these companies may be headquartered elsewhere, they have long had a manufacturing presence in Thailand due to its established electronics supply chain.
“This is good timing for our exporters,” said Suparp Suwanpimolkul, vice-chairman of the Thai National Shippers’ Council. He expects more European households to install air conditioners as extreme heat becomes more common.
Thailand exported $7.43 billion of air conditioners and parts in 2025, with shipments totaling $3.86 billion in the first five months of this year. “Heatwaves are changing consumer behaviour,” said Nantapong Chiralerspong, director general of the commerce ministry’s Trade Policy and Strategy Office. “Air conditioners are no longer seen as a luxury but increasingly as a life-saving appliance.”
Key Takeaways
- Tourism Promotion: Thailand is actively promoting its rainy season as a cool escape for European tourists, offering discounts and fewer crowds.
- Export Growth: Air conditioner exports to Europe have surged, with significant increases in both May and the first five months of the year.
- Market Demand: Europe’s need for cooling solutions is driving demand, with Germany and France being key markets.
- Manufacturing Impact: Despite a decline in overall manufacturing, air conditioner output has risen sharply, indicating strong demand.
- Global Players: Companies like Midea Group and Haier are benefiting from increased European demand for cooling appliances.
- Consumer Behavior Shift: Air conditioners are becoming essential rather than a luxury, especially in regions experiencing more frequent heatwaves.
