The Tourism Authority of Thailand (TAT) has unveiled its 2026 tourism strategy, targeting total revenue of approximately 2.78 trillion baht, representing a 7% increase from an estimated 2.6 trillion baht in 2025. The strategy focuses on prioritising high-value travel while rebuilding international confidence following a year affected by natural disasters, scam-related concerns, and regional geopolitical issues.
Under the 2026 framework, TAT aims to attract 36.7 million foreign visitors and generate more than 205 million domestic trips. Short-haul markets in Asia and the South Pacific are expected to account for more than 70% of international arrivals, or about 25.7 million visitors, while long-haul markets from Europe, the Americas, the Middle East, and South Africa are projected at around 11 million.
The strategic direction has shifted towards “Value Over Volume” to strengthen revenue quality and tourism sustainability. Despite challenges in 2025, Bangkok retained its position as the world’s most-visited city, welcoming more than 30.3 million international visitors, reinforcing Thailand’s strong fundamentals in attracting quality travellers.
As part of efforts to refresh Thailand’s tourism image, TAT is preparing to launch a teaser campaign in January 2026 featuring Lisa Lalisa Manobal as an Amazing Thailand Ambassador. The campaign aims to enhance Thailand’s global cultural appeal and will be supported by the participation of 80–100 international key opinion leaders.
Year-end and New Year travel will remain a major driver during the first quarter of 2026, with projected tourism revenue of 70.1–76.5 billion baht. Countdown events will be organised across nine provinces, with major venues in Bangkok including ICONSIAM, CentralWorld, the Em District, One Bangkok, Asiatique, and Rajamangala National Stadium.
To rebuild traveller confidence, TAT will continue promoting the Trusted Thailand certification scheme and accelerate recovery initiatives in southern provinces following recent flooding. A stronger emphasis on night tourism will form part of the “New Thailand” image, alongside niche events and sub-culture tourism offerings.
TAT is also targeting at least 6.7 million Chinese visitors in 2026, supported by a comprehensive China-focused campaign and large-scale promotional activities throughout the year.
Tourism is expected to remain a key economic engine in 2026, with TAT prepared to propose supportive measures to the next government to sustain growth across the sector’s extensive supply chain.
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