London, 4 November 2026 – The Tourism Authority of Thailand (TAT) unveiled the 2027 “Value Over Volume” direction at the Amazing Thailand Press Conference during World Travel Market (WTM) London 2026 at Excel London. The strategy places meaningful travel, wider visitor distribution and greater benefits for local communities at the heart of Thailand’s tourism strategy.
Ms. Thapanee Kiatphaibool, TAT Governor, said, “Our ambition is not just to attract more visitors, but to create greater value from every journey. Thailand’s Saneh Thai -our culture, local wisdom, wellness traditions and creativity- gives us the foundation for meaningful travel. As TAT evolves from Tourism Promoter to Tourism Ecosystem Orchestrator, we are connecting airlines, tourism businesses, creative talent and local communities to turn these strengths into distinctive, bookable experiences that benefit more destinations across Thailand.”
Building on this vision, Ms. Parichat Boonclai, TAT Deputy Governor for Marketing Communications, outlined TAT’s 2027 marketing priorities, centred on the shift from “Value for Money” to “Value Through Meaning” under “Healing is the New Luxury”. The direction brings together new air connections, emerging destinations, festivals, wellness and premium travel offerings.
TAT highlighted new and planned air services, including Virgin Atlantic’s three-weekly winter flights between London Heathrow and Phuket, LOT Polish Airlines’ Warsaw–Bangkok route and Belavia’s Minsk–Bangkok service, with a Phuket connection also planned. Beyond major gateway’s, The Link Plus initiative connects international markets with lesser-known destinations, including Takua Pa in Phang-nga, Nakhon Si Thammarat, and Mekong River experiences in Ubon Ratchathani. TAT aims to increase international arrivals to these destinations by 10%.
The Festival Economy strategy brings cultural celebrations, creative events and night-time experiences to wider international audiences while distributing tourism spending across more provinces. Highlights include Loi Krathong in Ayutthaya, Vijit Chao Phraya in Bangkok, Wonderfruit and Tomorrowland in Pattaya, the Maha Songkran World Water Festival and the Wai Kru Muay Thai ceremony. The 2026 Ubon Ratchathani Candle Festival demonstrated this potential, attracting 460,000 attendees and generating 1.7 billion Baht (up approximately 39% year-on-year) in local revenue.
Thailand’s cultural and natural heritage offers further opportunities for discovery through the UNESCO-linked network of nine Creative Cities, nine World Heritage properties, two Global Geoparks and five biosphere reserves. TAT is also developing hands-on creative tourism based on local craftsmanship, including batik and tie-dye workshops at KiRee Batik in Nakhon Si Thammarat, where fabrics are coloured using locally sourced natural dyes.
Wellness and wellbeing remain central to TAT’s ambition to position Thailand as a global health and wellness destination by 2027, drawing on the strengths of all five regions through medical excellence, science-based wellness and science-based local wisdom. Emerging offerings include surf therapy at Memories Surf House in Khao Lak, Phang-nga, combining surfing, psychology and nature to support emotional wellbeing, alongside personalised biohacking and longevity programmes available at premium wellness centres in Bangkok.
For contemporary and premium experience, TAT spotlighted SOAR Ocean Club, scheduled to open in Pattaya this month with marine activities, sunset experiences and evening entertainment. TAT’s Unseen Luxperience campaign, also set to launch this month, introduces premium travel offerings and lesser-known destinations to high-value travellers.
Thailand’s growing tourism offering includes Cloud 11, Forestias and Happitat in greater Bangkok, alongside upcoming luxury hotels including Fairmont Bangkok Sukhumvit and The Langham, Custom House, Bangkok. Mandarin Oriental, Bangkok earned three Michelin Keys from the MICHELIN Guide and separately received recognition from Condé Nast Traveller UK.
TAT also highlighted Ultra Thailand 2027, taking place from 20–24 June 2027 at Four Seasons Hotel Bangkok at Chao Phraya River. The event will bring together Thai luxury tourism businesses and specialist travel professionals from international markets.
These experiences reaffirm TAT’s commitment to elevating Thailand as a quality tourism destination, offering meaningful experiences while driving the economy and sustainably distributing income across all sectors.
For 2026, TAT projects more than 31 million international arrivals and over 1.56 trillion Baht in tourism revenue. The 2027 targets include at least 5% growth in total tourism revenue and a 60:40 visitor distribution between major and lesser-known destinations, supporting Thailand’s ambition to become Asia’s No. 1 High-Value and Meaningful Destination.
