Thailand unveils tourism strategy

Thailand, 11th June: The Tourism Authority of Thailand (TAT) has recently outlined its latest tourism strategy at Thailand Travel Mart Plus (TTM+) 2026, with the theme Healing is the new luxury: Define your new luxury; discover unforgettable experiences.

Wellness and restorative travel are the key highlights for the new strategy, offering through five pillars: Retreats, Rituals, Reels, Rhythms and Relations. With the new strategy, Thailand will be positioned as a destination where travel supports well-being through nature, culture, hospitality, gastronomy, wellness and local connections.

TAT deputy governor for marketing Nithee Seeprae, stated, “Travellers are increasingly seeking destinations that offer comfort, balance, and peace of mind. Thailand provides meaningful experiences, genuine hospitality, and the healing power of nature and culture.”

TAT expects total tourism revenue of 2.65 trillion baht (US$81 million) from domestic and international tourism in 2026, with an expected 33 million international arrivals.