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Thailand's Tourism 2026: Focus on quality instead of quantity!
Thailand tops 2019 with over 10 million arrivals. In 2026, the TAT aims for sustainable, high-quality tourism and local benefits.
Thailand's Tourism 2026: Focus on quality instead of quantity!
What's going on in Thailand? Big news from the tourism industry! The Tourism Authority of Thailand (TAT) today announced remarkable progress in international tourism. For the first time, arrivals from all long-haul markets in Europe exceeded the record numbers of 2019, with a total of more than 10 million arrivals from all regions. This represents an impressive year-on-year growth of 10.64% and leaves the cash register ringing with revenues of around 684.99 billion baht.
Despite a decline in some short-haul segments, Thailand remains a popular destination for foreign tourists. Apichai Chatchalermkit, TAT deputy governor for domestic marketing, announced that TAT will continue to promote domestic travel in 2026 with the “Instant happiness when traveling in Thailand” campaign. This initiative aims to provide travelers with a holistic and fulfilling travel experience that goes beyond mere relaxation.
Strategic realignment in tourism
In light of these developments, the Thai Ministry of Tourism and Sports has unveiled the new tourism marketing strategy “Value is the New Volume”. The aim is to further establish Thailand as a destination for high-quality visitors. This approach was in Queen Sirikit National Convention Centre presented in Bangkok by Minister Sorawong Thienthong and TAT Governor Thapanee Kiatphaibool.
A core element of the strategy is the transition from mass tourism to sustainable, valuable experiences. The aim is to particularly appeal to Millennials, Gen Z and health-conscious travelers. A budget of 4.5 billion baht will be allocated to 22 key projects to diversify the tourism sector.
The five paradigms of the new strategy
- Neue Kunden: Ansprechen von hochpreisigen Reisenden, die bedeutungsvolle Erlebnisse suchen.
- Neues Produkt: Entwicklung von Nischenerlebnissen, etwa im Wellness- und Sporttourismus.
- Neue Partnerschaften: Zusammenarbeit mit lokalen Akteuren und internationalen Partnern.
- Neue Marketingstrategie: Einsatz von Storytelling und datengestützter Ansprache.
- Neue KPIs: Erfolgsmessung an Vertrauen, Sicherheit und nachhaltigem Wachstum.
Another important step includes the introduction of sustainability standards to help reduce environmental impact and support local communities. The aim is to ensure a balanced distribution of visitors across the different regions of Thailand in order to relieve overcrowded tourist destinations. Particularly high-priced markets such as China, Hong Kong, India and Japan are prioritized.
TAT also announced the launch of the Trusted Thailand Safe Travel Stamp in August to confirm the safety and cleanliness of destinations - an important consideration for modern travelers seeking not only experiences but also responsible travel.
Overall, Thailand is well on its way to creating an exciting and sustainable tourism landscape that takes into account both the needs of travelers and the needs of local communities.