Thailand beat its target for tourist arrivals in the first quarter of 2023, recording 6.15 million visitors in the January to March 27 period, government spokesoman Traisuree Taisaranakul said on Wednesday.
The government had set a target of 6 million arrivals in the three months ending in March this year.
The government urged hospitality businesses, especially hotels and restaurants, to charge fair prices after they were seen doubling at some outlets as more tourists arrived, Ms Traisuree said.
Chamnan Srisawat, president of the Tourism Council of Thailand, an industry body, said on Wednesday that at least 30 million tourists were expected to visit the country this year and spend 1.5 trillion baht (US$43.74 billion).
The government estimates between 25 million and 30 million arrivals for the full year.
Tourism is a key driver of Thailand's economy, accounting for 12% of GDP before the Covid-19 pandemic. The Southeast Asian country is hoping to generate 1.5 trillion baht from up to 30 million tourists this year.