As extreme heat disrupts daily life across much of Europe, Thailand is intensifying efforts to attract more European tourists by promoting its rainy season as a cooler and more affordable alternative.

Tourism authorities are highlighting discounted accommodation and travel deals, and special promotions through partnerships with airlines and tour operators. The campaign is designed to support Thailand's tourism recovery while encouraging European travelers to choose the country for longer stays and seasonal holidays, Bangkok Post reported.

Thailand welcomed 18.5 million international visitors in the first seven months of the year, a 3.19% decline from a year earlier, as safety concerns and reduced flight capacity from India weighed on tourism.