Bangkok, 21 September 2026 – The Tourism Authority of Thailand (TAT), under the Ministry of Tourism and Sports, has set a target of 1.5 million US visitors, aligning TAT’s North American offices around a “Value over Volume” strategy focused on higher-spending travellers, priority market segments, and stronger airline and travel trade partnerships.
The direction was set at a strategic meeting at the TAT New York Office on 17 September, chaired by Mr. Surasak Phancharoenworakul, Minister of Tourism and Sports, with Ms. Natthriya Thaweevong, Chairperson of the TAT Board of Directors; Ms. Thapanee Kiatphaibool, TAT Governor; and TAT executives. The meeting brought together TAT’s New York, Chicago and Los Angeles offices to align market activity across the Americas.
Ms. Thapanee said, “The Minister’s presence reflects the importance Thailand places on the Americas as a long-haul market. TAT is focusing on travellers who stay longer, spend more and seek experiences with greater depth, supported by partnerships that can convert demand into travel.”
To support the 1.5 million target, TAT will coordinate the New York, Chicago and Los Angeles offices with Team Thailand, airlines, tour operators and tourism partners to develop relevant products, respond to changing traveller behaviour and sustain year-round demand. Priority segments include luxury, wellness, gastronomy and sports tourism, alongside Millennials and Gen Z, multigenerational families and LGBTQ+ travellers.
Film tourism and set-jetting will complement this strategy by turning Thailand’s visibility in international productions such as The White Lotus Season 3, Jurassic World: Rebirth, Alien: Earth and The Challenge Season 42 into interest in destinations, cuisine, wellness, culture, nature and local lifestyles.
Following the meeting, TAT held a Buddhist blessing ceremony for the new premises of the TAT New York Office, attended by Ms. Somjai Taphaopong, Consul-General of Thailand in New York, representatives of Team Thailand and TAT executives. The occasion also marked 61 years of TAT’s presence in New York, dating from 15 May 1965, when the office began operations as the Tourist Organization Thailand New York Office.
The United States remains one of Thailand’s key long-haul markets. In 2025, Thailand welcomed 1,081,929 US visitors, marking the second consecutive year that arrivals exceeded one million. They stayed an average of 14.59 nights and spent more than 69,415 Baht per person per trip. From 1 January to 15 September 2026, Thailand recorded 716,983 US arrivals.
