Bangkok, 27 October 2026 – The Tourism Authority of Thailand (TAT), through its Rome Office, is strengthening efforts to attract Italian travellers by participating in TTG Travel Experience 2026, held from 14–16 October at Rimini Expo Centre in Rimini, Italy. TAT brought six Thai tourism businesses to meet international buyers and expanded cooperation with airline and tour operator partners. A total of 150 business appointments were held over the three-day event.
Mrs. Chiravadee Khunsub, TAT Deputy Governor for Europe, the Americas, the Middle East and Africa, said, “TAT is advancing Thai tourism under the concept ‘Healing is the New Luxury’, highlighting travel that combines relaxation, wellness and distinctive personal experiences. In 2027, TAT aims to increase average spending by Italian visitors by 1%, focusing on four key segments: premium travellers seeking personalised experiences, wellness travellers, honeymooners and couples, and culture-focused visitors interested in local craftsmanship, Thai cuisine and major festivals. Through close cooperation with tour operators, hotels and airlines, we aim to create meaningful experiences, encourage longer stays, spread travel beyond major destinations and promote year-round visits, reinforcing Thailand’s position as a top preferred destination for Italian travellers.”
Now in its 63rd edition, TTG Travel Experience, organised by Italian Exhibition Group (IEG), is an international tourism trade event that enables businesses from around the world to present products and services, build commercial networks and develop partnerships. TAT hosted a 40-square-metre pavilion showcasing Thai tourism products and services for 2026–2027. The delegation comprised four destination management companies (DMCs)—Siam Holiday & Leisure Co., Ltd., Asco Travel (Thailand) Co., Ltd., Siam Dragon Tour Co., Ltd. and Asian Trails Co., Ltd.—alongside accommodation provider All Inclusive Collection (Rixos) and Thai Airways International. The participation aimed to help Thai businesses connect with buyers and partners and secure greater inclusion of Thai products in Italian travel packages for 2026–2027.
TAT is also deepening cooperation with airline partners Thai Airways International and ITA Airways to support air connectivity between Italy and Thailand, as well as Neos Air, a charter airline that helps meet demand during the tourism high season. These partnerships are intended to improve access to Thailand and provide Italian travellers with more opportunities to visit throughout the year.
On 14 October, Mrs. Chiravadee spoke with Italian travel media TTG Italia, which receives an average of approximately 400,000 website visitors per month, as well as Guida Viaggi and Destinazione Benessere. The interviews highlighted Thailand’s tourism image and TAT’s 2027 marketing direction, positioning Thailand as a year-round destination offering meaningful experiences. TAT’s “Hub and Hook” approach links established destinations, including Chiang Rai and Krabi, with major cultural festivals such as the Candle Festival in Ubon Ratchathani, the Illuminated Boat Procession in Nakhon Phanom and the Christmas Star Parade in Sakon Nakhon, as well as UNESCO-listed cultural heritage sites. The approach is designed to broaden travel options, distribute tourism income to emerging destinations and encourage longer stays.
TAT also met Italian airline and tour operator partners to discuss plans for 2027 under its “Airline Centric” and “Beyond Seasonality” strategies. Discussions with ITA Airways covered maintaining strong direct air services between Italy and Thailand, the possibility of increasing flight frequencies and promoting Thailand as a year-round destination. With Neos Air, TAT discussed sales promotion and the possibility of launching a new route in 2028 to connect travellers with emerging Thai destinations. TAT also met Alpitour, one of Italy’s major tour operators, to explore ways to stimulate demand for Thailand, particularly among families, and encourage travel during the low season.
Another highlight was TAT’s participation in the “Le Guide di Charmen” discussion, which presented Thai travel stories through the perspectives of Italian travel writer and photographer Mattia Lorenzetti and travel writer Guido Prosperi. Their experiences travelling through Northern Thailand have been developed into a new guidebook published by Giaconi, with tailor-made itinerary packages inspired by the route offered through Going, a tour operator specialising in customised travel. The initiative creates additional ways for Italian travellers to discover Thailand through personal stories and curated experiences.
On 12 October, TAT also joined the Thai Business Briefing in Milan, organised by Thai Airways International at Galerie d’Italia Milano. The event brought TAT together with major Italian tour operators to present Thailand as a high-quality travel destination. Thai Airways plans to introduce the Airbus A350-900 on its Milan–Bangkok route, increasing passenger capacity and giving trade partners more opportunities to develop travel offers to Thailand. The initiative supports TAT’s Airline Centric approach, which prioritises airline collaboration to expand market opportunities and sustain long-term growth from Italy.
Italy remains a promising long-haul market for Thai tourism. From 1 January to 12 October 2026, Thailand welcomed 197,981 Italian visitors. They stayed an average of 12 nights and spent approximately 50,000 baht per person per trip. For the full year 2026, TAT forecasts at least 295,000 Italian visitors, representing around 3% of arrivals from the European market and generating an estimated 14.7 billion baht in tourism revenue.
TAT is confident that its participation in TTG Travel Experience 2026, alongside stronger collaboration with Italian tourism businesses and airline partners, will help stimulate demand among high-value long-haul travellers and support sustainable growth for Thailand’s tourism industry.
