The Amazing Thailand Roadshow to Australia 2026 officially launched in Sydney on 22 September 2026. This premium industry event took place at the Watersedge at Campbell’s Stores, strategically positioned along Sydney’s iconic harbourfront.
Organised by the Tourism Authority of Thailand (TAT), the roadshow serves as a vital B2B platform to expand travel networks and drive future tourism growth between Thailand and Australia.
A central focus of the event highlighted Krabi and Phang-Nga as sustainable, low-impact alternatives representing the hidden gems of the Andaman Sea.
By connecting 35 prominent Thai hotels, resorts, and airline with 70 key Australian travel professionals, wholesalers, and tour operators, the event aims to drive future tourism growth and showcase the evolving diversity of Thailand’s travel sector.
Fostering Industry Connections and Business Collaborations
The Sydney event provided a highly structured environment designed to facilitate direct commercial engagement. Industry suppliers from Thailand had the opportunity to introduce their latest products, luxury accommodations, and niche travel services to the Australian market.
At the same time, the gathering allowed participants to swap real-time market insights, analyse shifting traveller preferences, and cultivate lucrative long-term partnerships.
The comprehensive event programme featured multiple stages of professional networking:
- Networking Reception: An initial ice-breaking session where Australian buyers and Thai exhibitors established informal rapport over refreshments.
- Thailand Tourism Product Presentation: A curated educational showcase detailing unique itineraries, hidden destinations, and specific offerings tailored directly to the high-value Australian demographic.
- B2B Tabletop Sales Sessions: The core segment of the event, consisting of fast-paced, face-to-face appointments that allowed buyers to explore and updating on latest products.
The evening was elevated by official dignitaries, featuring welcome remarks by Mr. Naruchai Ninnad, the Consul-General of Thailand in Sydney, alongside Mr. Kittipong Prapattong, TAT’s Deputy Governor for Digital Research and Development.
Their presence underscored the deep diplomatic and economic ties linking the two nations through international commerce and bilateral tourism.
Spotlighting Sustainable Tourism and Cultural Authenticity
A defining pillar of the 2026 roadshow is an industry-wide commitment to environmental responsibility. Eco-conscious and sustainable tourism took center stage during a keynote address by Ms. Wichupan Phukaoluan Srisanya, President of the Thai Hotels Association (Southern Chapter) and Advisor to the Krabi Hotel Association.
Presenting the landmark initiative titled “Thailand Sustainable Tourism: Krabi Prototype,” Ms. Srisanya detailed how the coastal province of Krabi is setting a global benchmark for carbon-conscious hospitality management.
The presentation outlined actionable frameworks for reducing plastic waste, preserving marine ecosystems, and integrating local communities directly into the tourism value chain.
This focus addresses the growing demand among Australian travelers for responsible, low-impact, and deeply meaningful vacation experiences.
Beyond green initiatives, the roadshow celebrated Thailand’s rich cultural heritage to give attendees a tangible taste of the destination’s appeal.
Highlights included an insightful brand presentation by Mr. Manatase Annawat, President of Thailand Privilege, outlining long-term residency options and premium visas for frequent travelers.
Guests were also treated to a high-energy, traditional Muay Thai performance choreographed by Fairfax, demonstrating the discipline and artistry of Thailand’s national sport.
The event culminated in a lucky draw, awarding fortunate travel agents exclusive prizes, including luxury accommodation vouchers and flight tickets to experience the destination firsthand.
Forward Outlook and the Upcoming Melbourne Leg
The successful kickoff in Sydney highlights the TAT Sydney Office’s proactive strategy to support closer collaboration between Australian outbound travel markets and Thailand’s hospitality businesses.
By removing intermediaries and hosting targeted business exchanges, the roadshow aims to significantly boost destination awareness and secure robust forward bookings for the upcoming holiday seasons.
Following the Sydney event, the Amazing Thailand Roadshow to Australia 2026 continued to Melbourne on 24 September, connecting the Thai delegation with Victorian travel professionals.
Together, the two events strengthened relationships between Australian buyers and Thailand’s tourism businesses while showcasing the country’s evolving accommodation, cultural and sustainable tourism offerings.
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