Thailand targets 1 million tonnes of durian exports under 2026 fruit strategy
Thailand’s Department of International Trade Promotion aims to export 1 million tonnes of durian in 2026 as domestic output rises 33% to about 2.07 million tonnes. Its broader strategy targets 332.5 billion baht in fresh and processed fruit exports, with China remaining the main durian market.
Durian output set to rise 33%
Thailand is preparing to export 1 million tonnes of durian in 2026 as it seeks buyers for a larger domestic crop and expands sales beyond established markets. The Department of International Trade Promotion, or DITP, expects national durian production to reach about 2.07 million tonnes, an increase of 33%, Post Today reported.
China will remain the principal market for Thai durian. DITP plans business-matching events and campaigns in 11 secondary Chinese cities: Yinchuan, Yuxi, Urumqi, Nanchang, Baise, Liuzhou, Changsha, Shantou, Hangzhou, Zhengzhou and Dalian. The initiative is intended to reach cities where purchasing power is growing while reducing reliance on a limited number of major urban markets.
The durian push forms part of a wider target of 332.5 billion baht in exports of fresh and processed fruit in 2026. DITP described the target as 5% growth from 2025. Post Today also reported that fresh and processed fruit exports in 2025 totalled 4.44 million tonnes and were worth about 294.13 billion baht, including 2.08 million tonnes of fresh fruit valued at 171.21 billion baht. A separate figure in the report placed 2025 fresh-fruit export value at about 192.5 billion baht.
Border logistics and advance sales
DITP’s strategy combines advance purchase negotiations, business matching, overseas promotions and logistics measures. Activities with partners in China, Taiwan, Japan, Vietnam and the United Arab Emirates have generated more than 3.12 billion baht in trade, according to Post Today.
Officials are working to extend operating hours at important border checkpoints in Vietnam and China. The aim is to ease congestion during the fruit export season and accelerate shipments into southern China. A Thai delegation inspected the route through Vietnam’s Huu Nghi international checkpoint and discussed customs and transport arrangements along the Huu Nghi–Youyi Guan corridor, a major route for Thai goods entering China.
For exporters, border capacity will be particularly important when the larger durian harvest reaches the market. Delays can shorten the commercial window for fresh fruit and increase pressure on prices, while longer checkpoint hours could spread truck arrivals and improve delivery reliability for Chinese importers.
Promotion expands beyond China
DITP will run Thai Tropical Fruits Golden Months campaigns in seven major Chinese cities: Shanghai, Xiamen, Nanning, Chengdu, Qingdao, Guangzhou and Kunming. Other measures include in-store promotions, trade missions, trade fairs and Chinese live-commerce campaigns involving key opinion leaders. Thailand will also promote fruit through retailers in South Korea, India and the United Arab Emirates and through Thaitrade.com and TOPTHAI.
The strategy covers durian, mangosteen, longan, aromatic coconut, mango and processed fruit under the “Thailand: The Land of Tropical Fruits” identity. Recent export data cited by Post Today showed April shipments rising 109.5% for durian, 92.8% for rambutan and 70.0% for lychee. With production increasing and global competition intensifying, the programme seeks to move more volume while positioning Thai fruit as higher-value merchandise rather than relying only on seasonal clearance sales.
