Based on a Tourism Authority of Thailand (TAT) press release dated 21 October 2026. Checked on 26 October 2026 (IST).
The Tourism Authority of Thailand (TAT) says it will chase high-value and repeat travellers in 2027 rather than raw visitor numbers. It calls this its “Value over Volume” direction, and it presented the plan at ITB Asia 2026 in Singapore (21 to 23 October).
What TAT showed at ITB Asia
- This was TAT’s 19th time at the show. Its pavilion theme was “Healing is the New Luxury”, focused on Thai wellness.
- TAT arranged business meetings for 14 Thai businesses from Bangkok, Phuket, Phang-nga and Krabi, plus 12 from Pattaya. Most were hotels and resorts, with two destination management companies, a shopping centre and an attraction.
- Many of the businesses hold sustainability certifications, according to TAT.
The ‘4 NEWs’ for 2027
TAT says four themes will guide its 2027 marketing across ASEAN, South Asia and the South Pacific: New Segments, New Experiences, New Partnerships and New Image. In practice, the release lists:
- “Amazing Thailand Off Scripts”, aimed at younger travellers and lesser-known destinations;
- year-round products in wellness, food, sports, nightlife and pop culture;
- sales partnerships with airlines and online travel platforms; and
- “Trusted Thailand”, a visitor safety and confidence initiative.
The Singapore-specific promotions in the release (with KKday, Klook, Trip.com and Singapore Airlines) run from October 2026 to January 2027 and are not aimed at India.
What it means for agents
South Asia, which includes India, is one of the regions where TAT says this approach applies. Agents can expect Thailand’s 2027 trade push to favour wellness packages, secondary destinations and repeat visitors over cheap volume deals. Indian passport holders can visit Thailand visa-free for up to 30 days; see our visa tracker for the conditions, including the digital arrival card.
Source: TAT Newsroom, 21 October 2026