Thai CEOs' confidence has reached its lowest point in three years, according to an annual survey conducted by PwC and reported on March 30, 2026 [1]. The survey reveals that only 24% of Thai business leaders are strongly optimistic about their prospects for revenue growth this year, marking a significant decline in sentiment compared to previous years [1]. This drop in confidence is attributed to external factors such as economic uncertainty and geopolitical tensions, which have heightened concerns within the business community [1].
The report notes that while some sectors maintain a degree of hopefulness, the overall outlook among Thai CEOs has weakened. Many executives are now prioritizing risk management and operational efficiency over aggressive growth strategies, reflecting a shift in strategic focus prompted by fluctuating energy prices, ongoing global tensions, and worries about the impact on key export markets [1].
As a result of these challenges, Thai companies are expected to adopt a more cautious approach toward investments and expansion in the coming months. The survey underscores the need for resilience and adaptability as businesses navigate an increasingly complex economic landscape [1].
CONCLUSION
The PwC survey signals a marked decline in Thai CEO confidence, with only a minority expecting strong revenue growth. This pessimism is likely to lead to more conservative business strategies and investment decisions, as leaders focus on risk management amid ongoing economic and geopolitical challenges.