The Tourism Authority of Thailand (TAT) has announced its 2026 strategic direction under the theme Thailand Tourism Next, aiming to generate up to three trillion Baht in tourism revenue by shifting from recovery to long-term transformation.
The 2026 strategy focuses on higher-quality, value-led tourism that balances economic growth with social and environmental sustainability. It builds on strong performance in 2025, when Thailand welcomed 32.97 million international visitors, including a record 10.8 million from long-haul markets. The United Kingdom and the United States each exceeded one million arrivals for the first time. Domestic travel also remained strong with 202 million trips, generating a total tourism revenue of about 2.7 trillion Baht.
At the heart of the 2026 plan is the Amazing 5 Economy framework, which promotes a “Value over Volume” approach. The Life Economy strengthens wellness and medical tourism. The Sub-Culture Economy targets niche markets such as film, sports, yacht and cruise tourism, private aviation and creative communities. The Night Economy extends tourism activities beyond daytime hours. Circular Economy principles emphasize sustainability and regional income distribution, while the Platform Economy develops digital travel systems, e-commerce and cashless services.
Five marketing strategies support this framework by strengthening the Amazing Thailand brand through safety, hygiene and service standards, positioning Thailand as a premium destination, building airline partnerships, using targeted communication, and managing demand to balance regions and seasons.
Key campaigns include Healing is the New Luxury for international markets, promoting Thailand as a year-round destination for wellbeing and cultural experiences, and Suk Thun Tee, Tee Tiew Thai for domestic travelers. Thailand will also promote itself as a global filming destination through Amazing Film Location Thailand.
Long-haul markets will be targeted through the NIYOM strategy, focusing on new experiences, inclusivity, year-round travel, cultural originality and meaningful journeys. Short-haul markets will receive customized engagement and new travel themes.
TAT is also becoming an Intelligence Hub with a Digital Tourism Ecosystem, including the Amazing Thailand SuperApp, AI traveler matching and a national Stakeholder Portal. Year-round festivals, green destination pilots, and quality standards such as STGs STAR Plus and Thailand Tourism Awards will support sustainable growth nationwide.
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