Thailand woos heat-weary Europeans with travel and ACs

BANGKOK: As soaring temperatures fuel demand for cooling in Europe, Thailand is pitching itself as a source of relief, promoting rainy-season holidays while exporting more air conditioners.

With tourism and outbound shipments two of the Southeast Asian economy’s biggest drivers, Europe’s heat waves are creating opportunities on both fronts.

The Tourism Authority of Thailand has launched a campaign encouraging European travellers to swap scorching summer temperatures for the nation’s milder rainy season, luring visitors with discounted hotel rates and fewer crowds.

And as tourism officials hope Europeans will come to Thailand to escape the heat, the country’s manufacturers are increasingly sending the cooling to them.

Thailand’s exports of air conditioners to Europe jumped 41.3% from a year earlier to US$130.1 million in May, while shipments in the first five months of the year rose 16.5% to US$696.8 million, commerce ministry data show.

Europe accounted for 18% of Thailand’s air-conditioner exports last year, making it the second largest market after the US. France and Germany are among the country’s biggest European buyers. Exports to Germany jumped 37.2% in the January-May period, while shipments to France rose 13.9%.

The surge comes as much of Europe grapples with homes built to retain heat rather than keep it out, leaving households increasingly vulnerable as heat waves become more frequent. Retailers in Germany have reported shortages of portable air conditioners and electric fans as temperatures climbed well above seasonal norms.

In China, rising European appetite for portable air conditioner units is providing earnings tailwinds for appliance giants including 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% in May from a year earlier even as overall manufacturing production declined, according to the Industry Ministry.

Top selling brands include several Japanese manufacturers like Daikin Industries. and Mitsubishi Electric. While the companies may be headquartered elsewhere, they’ve long had a manufacturing presence in Thailand due to its established electronics supply chain.

“This is good timing for our exporters,” said Thai National Shippers’ Council vice chairman Suparp Suwanpimolkul, who expects more European households to install air conditioners as extreme heat becomes more common.

Thailand exported US$7.43 billion of air conditioners and parts in 2025, with shipments totalling US$3.86 billion in the first five months of this year.

“Heat waves 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 lifesaving appliance.”