Chiravadee Khunsub, deputy director for worldwide advertising and marketing in Europe, the Americas, Center East, and Africa on the Tourism Authority of Thailand (TAT) offered the nation’s tourism objectives for 2026 yesterday, twentieth November.
Khunsub offered the agenda on the opening of journey tech agency Dida’s occasion Dida Interact: Thailand on the Siam Pavali Grand Theatre at Siam Paragon.
In response to Khunsub, her mandate for talking on the occasion was to place Thailand as a high-level, trusted, and year-round vacation spot, notably for long-haul travellers within the coming yr.
She declared in her remarks: “Journey has made a exceptional comeback, so we see it by way of numbers and in addition by way of the revenues that Thailand earned in 2024. This yr, now we have additionally had an excellent variety of vacationers, particularly from the long-haul market. Our income is unquestionably growing, as properly.”
Khunsub talked about that Thailand started to attain the standard and worth of its present tourism choices way back to three years in the past, displaying shocking resilience and adaptableness regardless of the ravages of the pandemic, present geopolitical and geoeconomic points, fast technological development, in addition to the impression of local weather change.
Present tendencies in Thai tourism
The deputy director for worldwide advertising and marketing likewise offered a number of tendencies at present holding sway with regard to Thai tourism on each home and world ranges.
She mentioned: “Firstly, journey can be hyper-personalised. Second, know-how is a giant participant as information, AI, automation and digital identities form every journey from entry to exit. Third, sustainability is now not non-obligatory.”
Khunsub defined that rules such because the European Union’s Company Sustainability Due Diligence Directive (EU-CSDDD) and world carbon reporting have remodeled the best way airways, accommodations, and locations function in response to the heightened clamour for sustainable tourism.
Through which case, going native by way of tourism is gaining larger attraction and acceptance, given how travellers are looking out for genuine experiences that not solely help native communities, but additionally protect a rustic’s cultural heritage while straight benefitting grassroots economies.
Khunsub continued: “Fourth, wellness and longevity will drive a trillion-dollar world market. Folks will journey to really feel higher, stay longer, and reconnect with themselves. It’s a pattern that aligns with Thailand’s personal emphasis on well being and wellness. Fifth, a rising variety of travellers will choose to work and journey concurrently by way of their work-from-anywhere way of life.”
She additionally identified how world tourism is turning into more and more aggressive, and Thailand must amp up its sport, given how its neighbours are stepping up theirs.
Khunsub mentioned: “Travellers are actually extra conscious, extra knowledgeable, and extra environmentally acutely aware than ever. Inside this decade, the tourism sector turns into a world the place Thailand should shift from quantity to worth, from good to distinctive, and to turning into a vacation spot with coronary heart, soul, and goal.”
The imaginative and prescient for 2026
TAT forecasts that as much as 34.9 million worldwide guests can be making their technique to Thailand within the coming yr.
The company likewise expects development within the sector to proceed regularly and steadily, reflecting a give attention to high quality quite than a fast spike in amount.
With regard to income, Thailand’s 2026 goal stands at 1.6 trillion baht from worldwide tourism alone and a couple of.8 trillion baht in whole due to home tourism as Khunsub predicts over 210 million home journeys, prioritising income per customer quite than uncooked headcount with an emphasis on lengthy stays versus brief low-yield journeys.
This may lead to a contribution of round eight p.c to Thailand’s whole income for 2026. , contributing round eight p.c to the nationwide financial system.
With these numbers in thoughts, Khunsub offered that TAT’s marketing campaign for the approaching yr will centre on the theme Wonderful Thailand: Therapeutic is the New Luxurious.
The theme displays a profound shift in traveller behaviour whereby luxurious is now not outlined by worth, however by peace, well-being, authenticity, expertise, and time.
Khunsub declared: “Thailand is uniquely positioned to steer this motion. Thailand could be greater than a vacation spot; we generally is a world centre for wellness and longevity. We generally is a inventive and cultural powerhouse. We generally is a hub of themes, sports activities, festivals, and world occasions.”
She added that it is necessary for Thailand to turn out to be a regional aviation and logistics hub.
Additionally, as the way forward for tourism relies on individuals, Thailand is investing in service excellence, digital expertise, public-private collaboration, and innovation to raise your entire sector.
Khunsub mentioned: “If we glance forward, inclusive tourism is essential. It is a form of nation-building, so this half is essential as it’s the problem that we face now. However that is additionally a possibility for us to develop stronger, to turn out to be a Thailand that’s not only a high vacation spot, however a vacation spot with coronary heart.”
An evolving vacation spot
For Khunsub, Thailand may remodel itself over time right into a vacation spot characterised by zero-carbon / low-carbon journey, the place each expertise is seamless and personalised.
She mentioned: “Thailand can turn out to be a spot the place there are thriving communities that collaborate on the kind of tourism the place nature is restored and never depleted; the place each customer feels the heat, the creativity, and generosity of the Thai individuals.”
Through which case, Khunsub sees the necessity for a common name to motion with regard to a collaborative method in direction of the longer term growth of Thai tourism.
As she places it: “The way forward for Thai tourism won’t be written by one company or by one chief. It is going to be written collectively by the federal government, business, communities, world companions, and the individuals of Thailand. We’ve got creativity, now we have tradition, now we have expertise, and now we have the spirit of very excessive hospitality.
Khunsub known as on the viewers to help the 2026 Therapeutic is the New Luxurious marketing campaign, shifting ahead with confidence, collaboration, and conviction.
She concluded by saying: “Allow us to create a future the place Thailand stays not solely wonderful, however inspiring, significant, sustainable, and really unforgettable.”
