While the Middle East situation has slightly affected tourism numbers, Thailand remains on track for a robust 2026 with Australia still a key focus.
In an exclusive interview with Traveltalk, Pattaraanong Na Chiangmai, Deputy Governor for International Marketing (Asia and South Pacific), said the country welcomed 14 million international arrivals in the first five months of the year.
Speaking at the Thailand Travel Mart Plus (TTM) in Pattaya, Ms Pattaraanong added that Thai tourism officials remain confident of reaching their 30–34 million target by year’s end.
“Looking at the Australian market, although numbers are slightly down this year due to the current situation, we are still seeing the positives,” she said.
“For Thailand, Australia is a big market for us in terms of their spending and their length of stay.”
Statistics show that while visitors from other countries stay an average of nine days, Aussies stay an average of 14 days in Thailand. Added to this, they spend on average $500 more than visitors from other nations.
“Moreover, you are helping us fill up during our low season because you are travelling in your winter,” added Ms Pattaraanong.
“We also have a great relationship – we are old friends – and you have been travelling to Thailand for more than half a century. We are almost like family.”
Discussing the ‘value over volume’ focus that has been heavily promoted at TTM2026, Ms Pattaraanong commented that it was being driven by a change in tourist behaviour.
“In previous years the indicators for tourism were focused on the number of arrivals. Right now that situation has changed.
“So what we are trying to do now is change what Thailand can offer to tourists in terms of the experiences they will get from us, so they get more value over volume.”
Ms Pattaraanong revealed that this idea was born pre-COVID as part of a sustainability drive to get tourists to visit other parts of Thailand, thereby spreading the income generated from tourism.
“But then COVID came and then we had to think about our economy first and getting the tourism numbers back to where they were. But now we are back to thinking about value over volume.”
The other campaign being flagged at TTM is ‘Healing Is The New Luxury’, which the Deputy Governor said was partly a reaction to modern life.
“If you think of the behaviour and the lifestyle of people right now, we are stressed from work, we are stressed from the economy and from the outside world.
“So everybody will look to relax, to rest and to have peace of mind and Thailand has a lot to offer for that. Our products and our services align with the concept of healing so we are launching this campaign this year.
“The timing is good because with all the wars happening you need to heal your body, your mind and your soul and Thailand is a safe haven for everybody, not only the tourists.”
Main image: Traveltalk Managing Editor Jon Underwood with Ms Pattaraanong Na Chiangmai (left) and Patsee Permvongsenee, Executive Director, ASEAN South Asia and South Pacific Region, TAT.
https://thailandtravelmartplus.com/
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