Bangkok, 21 October 2026 – The Tourism Authority of Thailand (TAT) is targeting high-value travellers and repeat visitors through wellness, new travel experiences, destination connections and strategic partnerships under its 2027 Value over Volume direction.
The strategy takes centre stage at ITB Asia 2026, held from 21–23 October at Marina Bay Sands, Singapore, where TAT marks its 19th participation with 14 Thai tourism businesses under the theme “Healing is the New Luxury”.
Mr. Kittipong Prapattong, TAT Deputy Governor for International Marketing – Asia and the South Pacific, said, “Thailand’s tourism success should be measured by the value each journey creates for travellers, businesses and local communities. With our industry partners, we are transforming changing traveller preferences into bookable, year-round experiences, linking established gateways with emerging destinations and giving visitors more reasons to return. ITB Asia provides an important platform to turn these priorities into tangible business opportunities.”
The Thailand Pavilion opened on 21 October with Mrs. Chonlatee Chanrachakul, Minister and Deputy Chief of Mission of the Royal Thai Embassy in Singapore; Mr. Kittipong; Mrs. Patsee Permvonsenee, TAT Executive Director for ASEAN, South Asia and South Pacific Region; and Mr. Wittaya Khunpluem, Chief Executive of the Chonburi Provincial Administrative Organisation. Their attendance reflected national and provincial collaboration in international tourism promotion.
Designed around “Thai Sanctuary: The Layer of Well-Being”, the pavilion brings “Healing is the New Luxury” to life through contemporary Thai craftsmanship, natural materials and traditional floral decorations, creating a tranquil setting inspired by Thai wellness traditions. An Amazing Thailand AI Photo Booth adds an interactive dimension through four themes: Sawasdee Thailand for culture, Sabai in Thailand for nature and relaxation, Aroi in Thailand for gastronomy, and Sanook in Thailand for Muay Thai and active experiences.
TAT is facilitating business meetings for 14 tourism businesses from Bangkok, Phuket, Phang-nga and Krabi, alongside 12 from Pattaya. The delegation comprises 22 hotels and resorts, two destination management companies, one shopping centre and one attraction. Many participants hold sustainability certifications or recognition under STGs STAR – Sustainable Tourism Acceleration Rating, Travelife, CF Hotels and Green Logo.
Beyond the pavilion, TAT’s 2027 “4 NEWs” approach – New Segments, New Experiences, New Partnerships and New Image – guides its marketing across ASEAN, South Asia and the South Pacific.
Through “Amazing Thailand Off Scripts”, TAT will introduce younger travellers to emerging destinations, local experiences and signature events, supported by year-round offerings spanning wellness, gastronomy, sports, the Sub-Culture Economy and Night Economy. Partnerships with airlines and online travel platforms will support targeted sales, while the “Trusted Thailand” initiative focuses on visitor safety and confidence alongside sustainable tourism.
Singapore remains an important short-haul market for Thailand, consistently ranking among the top three most popular destinations for Singaporean travellers, after Malaysia and Indonesia. From 1 January to 19 October 2026, Thailand welcomed 673,114 Singaporean visitors. Repeat visitors account for 86% of Singaporean travellers, while 97.59% travel independently, staying an average of 4.72 days. Food and beverage is the leading motivation for visiting Thailand at 62.15%, followed by destination diversity at 56.84% and local hospitality at 48.05%. Interest also extends to wellness, luxury and experiential travel, active lifestyles, Fly & Drive holidays and destinations beyond established tourism centres.
To convert this demand into sales, TAT is rolling out four joint travel promotions in Singapore from October 2026 to January 2027: Wellness packages with KKday, sports and soft-adventure experiences with Klook, family travel offers through Trip.com, and special airfares to Bangkok and Phuket with Singapore Airlines. These campaigns are supported by improved connectivity, including Scoot’s direct Singapore–Chiang Rai service, operating five weekly flights since 1 January 2026 and expanding access to Northern Thailand for repeat visitors, wellness travellers and active holidaymakers.
