Thailand Launches 2026 “New Thailand” Strategy to Redefine Tourism with Value, Balance & Sustainability
The Tourism Authority of Thailand (TAT) has launched its 2026 tourism strategy, themed “Value is the New Volume”, aimed at redefining Thai tourism through quality, balance, and sustainability. The announcement, made in Bangkok, outlined a 4.5 billion baht investment across 22 initiatives to strengthen tourism post-pandemic and prepare for changing global trends.
The strategy is built on five key pillars: New Customer, New Product, New Partnerships, New Marketing Strategy, and New Performance Metrics. These initiatives aim to elevate safety, accessibility, and cultural identity, while promoting less-explored destinations and embedding sustainability and soft power.
TAT will target high-potential segments, including Millennials, Gen Z, luxury, and wellness travellers, with a focus on experience-driven, meaningful tourism. Marketing efforts will shift to purpose-led storytelling, promoting Thailand as a place for emotional connection and well-being, under the theme “Healing is the New Luxury.”
Domestically, TAT will promote region-specific experiences and encourage year-round, sustainable travel that benefits local communities. The approach includes enhancing transportation links, developing new travel routes, and raising service standards through certifications such as Trusted Thailand and the Thailand Tourism Awards.
Key events, such as the Amazing Thailand Marathon, SEA Games 2025, and cultural festivals like Loy Krathong and Tomorrowland Thailand 2026, will also drive tourism interest.
TAT Governor Thapanee Kiatphaibool emphasized that Thailand’s success by 2026 will be measured by experience quality and stakeholder satisfaction, not just visitor numbers—aiming to position Thailand among the world’s top 15 tourism economies through sustainability, collaboration, and cultural identity.
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