Thailand is basing its tourism strategy around wellness, sustainability, healing and high‑value offerings as it plans for 2026 and beyond.
The bold new direction was unveiled at the 23rd edition of Thailand Travel Mart Plus (TTM+) being held at the NICE Pattaya International Convention and Exhibition Center in Chon Buri.
The annual event has attracted 429 buyers and 428 sellers from countries around the world. In addition, 114 global media are also in attendance, with Travetalk representing the Australian travel trade.
“TTM Plus continues to serve as the platform for showcasing Thailand’s diverse tourism offerings and expanding business opportunities,” said Mr Nithee Seeprae, TAT Deputy Governor for Marketing Communications (pictured left).
“2026 will be a defining year for our tourism performance as we move forward with our self‑declaration of value over volume.
“That is all about creating higher quality tourism that delivers meaningful experiences, stronger economic value and sustainable growth.”
Mr Seeprae revealed that Thailand has already welcomed more than 14 million international visitors this year, generating around THB679 billion (approx. $AU29 billion) in tourism revenue.
Those figures are expected to grow to THB2.65 trillion (approx. $AU114 trillion) in revenue from international and domestic travel and 33 million international visitors by the end of the year.
Mr Seeprae claimed the figures demonstrate continued global confidence in the destination despite wider economic uncertainty and reaffirmed Thailand’s position as a leading, sustainable long-haul and regional hub.
“Travellers are increasingly seeking destinations that offer balance and peace of mind,” he continued.
“Thailand reflects the evolving priority of travellers by offering experiences that combine well-being, meaningful connection and value for money.
“Thailand continues to strengthen its position as a trusted destination, warmly welcoming travellers from every corner of the world.”
Looking ahead, Mr Seeprae revealed the country’s future tourism strategy is being framed around two core themes: ‘Travel with Care’ and ‘Healing is the New Luxury’.
The ‘Travel with Care’ initiative runs through this year’s TTM event, with exhibitors being encouraged to highlight low‑impact products, CSR initiatives and community engagement. Materials from exhibition booths will also be donated to local communities and schools.
“Travel with care reflects today’s new generation of travellers who seek meaningful experiences that give back to the world. Thailand is the destination for the regenerative traveller.”
Wrapping up his Thailand Tourism Update, Mr Seeprae issued a rallying call to the global travel industry.
“The future of the tourism industry cannot be shaped by one sector alone,” he stressed. “It requires strong collaboration, coordination and meaningful partnerships across the global tourism community.
“This is precisely why TTM is so important as a platform to strengthen connections, create new opportunities and grow together sustainably in today’s increasingly complex and uncertain world.
“Thailand stands ready to be the destination for building inspiration and the renewal of travellers from around the world.”
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