Bangkok, 28 October 2026 – The Tourism Authority of Thailand (TAT) unveiled five tourism product priorities for 2027 at “Thailand Nextperience: Tourism Product Highlight 2027”, held on 20 October at Pullman Bangkok King Power, Bangkok. The event outlined how TAT is converting Thailand’s strengths into high-value tourism products and itineraries for domestic and international markets.
Thailand Nextperience translates TAT’s “The Year of Transformation” tourism direction for 2027 into market-ready products. Under the “Transform Together” strategy, TAT is applying the Amazing 5 Economy framework and Partnership 360 collaboration to connect tourism businesses, communities and industry partners. Guided by Value over Volume, it supports Thailand’s ambition to become a High-Value & Meaningful Destination targeting at least 5% tourism revenue growth in 2027.
Ms. Thapanee Kiatphaibool, TAT Governor, said, “Thailand’s next chapter in tourism must be defined by the value of its experiences and the benefits they create. Our greatest opportunity lies in turning the character of each destination, knowledge of local people and diversity of Thai culture into compelling reasons to visit and return. Thailand Nextperience is about realising that potential while ensuring tourism creates lasting economic and social value for the people and places behind every experience.”
TAT presented five tourism product priorities, each addressing evolving traveller expectations and new opportunities for Thai tourism businesses at the event.
Wellness and Longevity Tourism brings Thailand’s medical expertise, traditional knowledge, wellness services and natural resources together under “Healing is the New Luxury”, positioning the country as a Global Health & Healing Destination. Three experience categories define the approach: Heal Better for treatment and recovery; Live Longer for preventive healthcare and longevity; and Feel Better for physical and mental wellbeing through nature, sport and traditional Thai practices.
Experiences combine the Siriraj Sappaya Sathan Thai traditional medicine centre and “The Wave of Healing”, a pioneering surf therapy activity in Phang-nga, while connecting healthcare with hotels, spas, gastronomy, sports and local communities.
Festival Economy leverages “365 Days of Celebration” to encourage year-round travel and spending through cultural events, music festivals, sport and night-time experiences. Major events include Pride Month, Tomorrowland Thailand, EDC Thailand, S2O, Wonderfruit, VIJITR Thailand, The Night by Amazing Thailand and Amazing Thailand Marathon.
Regional traditions feature prominently include the Ubon Ratchathani Candle Festival, Nakhon Phanom Illuminated Boat Procession and Sakon Nakhon Christmas Star Parade are all designated Signature Events to draw visitors to destinations beyond established tourism centres.
Creative Economy transforms Thailand’s cultural heritage, craftsmanship and local lifestyles into participatory travel experiences through three product groups. Meaningful Love Journey features 55 tourism products and four routes for couples and honeymooners across Spiritual, Cultural, Nature, Wellness and Everyday Romance themes. Soul of Siam presents premium experiences around Thai workmanship, including gems and jewellery, textiles, traditional crafts and contemporary art.
Creatrip Thailand connects visitors with local creativity through hands-on art, gastronomy and community experiences across five concepts: Feel the Art in Soi, Feel the Inspiration, Feel the Crafted Community, Feel the Flavor and Feel the Local Fun.
Sustainable and Regenerative Tourism focuses on experiences that reduce environmental impact while contributing to natural resources, local ecosystems and community livelihoods. TAT has presented the Chiang Mai Prototype as the next model for responsible tourism product development, building on the Krabi Prototype, connecting natural attractions, Lanna heritage and local lifestyles with conservation.
Trusted Thailand places tourism quality, safety and service standards at the centre of traveller confidence. Through TAT Certified initiatives, including TAT STGs STAR, CF-Hotels and the Thailand Tourism Awards, TAT encourages businesses to adopt recognised quality and sustainability practices.
Thailand Nextperience also featured discussions on changing traveller behaviour, wellness trends and future travel demand. Joining Ms. Thapanee were Dr. Dissapong Panithaporn, dermatologist, co-founder of The Demis Clinic and creator of ACCA by Dr. DSP, and Thaworn Passornsirikul, known as Benz Gaijin, founder of The Gaijin Trips travel platform.
Further details on Thailand Nextperience, including services, activities, travel routes and an accompanying e-book, are available through TAT’s Tourism Product 2027 platform, the Amazing Thailand Facebook page and the TAT Contact Center on 1672.
