Thailand revises its tourism strategy.
The Tourism Authority of Thailand (TAT) unveiled its 2027 orientation, “Prioritize value over volume”, during the Amazing Thailand press conference, on the sidelines of WTM London 2026.
It should be noted that the country is coming off a year of decline in tourist arrivals.
In 2025, it welcomed 32.97 million international visitors, down 7.23% from 2024. These visitors generated 1,540 billion baht (40.6 billion euros) in receipts (-4.71%), according to the report published in January 2026 by the Thai Ministry of Tourism and Sports. The Chinese market fell by 33.55%, to 4,473,992 visitors.
Several European markets, however, reached records. The United Kingdom sent 1,083,162 visitors, Germany 965,898 and France 816,935.
For 2026, the Thailand Tourism Authority (TAT) projects more than 31 million international arrivals and tourism receipts above 1,560 billion baht (41.2 billion euros), i.e., an amount higher than 2025 despite a lower number of arrivals.
The Tourism Authority of Thailand (TAT) unveiled its 2027 orientation, “Prioritize value over volume”, during the Amazing Thailand press conference, on the sidelines of WTM London 2026.
It should be noted that the country is coming off a year of decline in tourist arrivals.
In 2025, it welcomed 32.97 million international visitors, down 7.23% from 2024. These visitors generated 1,540 billion baht (40.6 billion euros) in receipts (-4.71%), according to the report published in January 2026 by the Thai Ministry of Tourism and Sports. The Chinese market fell by 33.55%, to 4,473,992 visitors.
Several European markets, however, reached records. The United Kingdom sent 1,083,162 visitors, Germany 965,898 and France 816,935.
For 2026, the Thailand Tourism Authority (TAT) projects more than 31 million international arrivals and tourism receipts above 1,560 billion baht (41.2 billion euros), i.e., an amount higher than 2025 despite a lower number of arrivals.
Links to Secondary Destinations
In 2027, it aims for at least a 5% increase in total revenue and a visitor distribution of 60/40 between major destinations and lesser-known ones.
To this end, Thailand intends to focus on several themes including wellness and luxury travel, as well as regional flights.
The Link Plus program thus connects international markets to lesser-known destinations, such as Takua Pa in Phang-nga, Nakhon Si Thammarat, and the Mekong cruises to Ubon Ratchathani. The TAT aims for a 10% increase in international arrivals to these destinations.
The Thai tourism offering will also be enriched with future luxury hotels such as the Fairmont Bangkok Sukhumvit and the Langham Custom House Bangkok.
The Thailand Tourism Authority has also highlighted Ultra Thailand 2027, which will take place from 20 to 24 June 2027 at the Four Seasons Hotel Bangkok, by the Chao Phraya River. This event will bring together Thai luxury tourism companies and travel professionals from international markets.
To this end, Thailand intends to focus on several themes including wellness and luxury travel, as well as regional flights.
The Link Plus program thus connects international markets to lesser-known destinations, such as Takua Pa in Phang-nga, Nakhon Si Thammarat, and the Mekong cruises to Ubon Ratchathani. The TAT aims for a 10% increase in international arrivals to these destinations.
The Thai tourism offering will also be enriched with future luxury hotels such as the Fairmont Bangkok Sukhumvit and the Langham Custom House Bangkok.
The Thailand Tourism Authority has also highlighted Ultra Thailand 2027, which will take place from 20 to 24 June 2027 at the Four Seasons Hotel Bangkok, by the Chao Phraya River. This event will bring together Thai luxury tourism companies and travel professionals from international markets.
