The Tourism Authority of Thailand (TAT) has introduced its “Tourism Product Highlight 2026” initiative. The new strategy aims at strengthening global awareness of Thailand’s tourism offerings while positioning the country for evolving travel trends. The plan focuses on enhancing the quality of tourism products, routes, and experiences to align with growing demand for wellness-focused, meaningful, and experience-driven travel.

The initiative is also designed to encourage closer collaboration between public and private stakeholders, helping elevate Thailand’s tourism sector to international standards and increase competitiveness in global markets.

According to TAT Governor Thapanee Kiatphaibool, the agency is prioritizing value creation across the tourism ecosystem by promoting higher-quality travel experiences. The strategy centers on three key pillars.

First, TAT aims to develop memorable, high-value journeys by emphasizing storytelling and creative product design that connect travelers with authentic tourism services and destinations. By shaping compelling narratives around experiences, the agency seeks to better position Thailand’s tourism offerings for global audiences.

Second, the initiative emphasizes meaningful engagement between visitors and local communities. This includes encouraging travelers to immerse themselves in local culture, traditions, and lifestyles while ensuring tourism delivers positive benefits to residents and regional economies.

Lifting revenues from tourism

Third, TAT plans to strengthen industry standards by supporting operators through certification programs such as TAT Certified, the STGs STAR initiative, the Thailand Tourism Awards, and the Trusted Thailand framework. These programs are intended to increase traveler confidence, reinforce safety and quality standards, and improve the overall resilience and competitiveness of Thailand’s tourism supply chain.

Kiatphaibool said the agency believes higher-value products tailored to modern lifestyles will be critical to reaching Thailand’s tourism revenue target of USD 85.7 billion in 2026 and reinforcing the country’s image as a leading global destination for wellness, recovery, and meaningful travel experiences.

As part of the rollout, TAT showcased several themed concepts under the Tourism Product Highlight 2026 program.

“Luxury Voyage Thailand” focuses on premium travel experiences designed for high-end visitors, combining exclusive activities with sustainability principles. Examples include classic car tours, private jet journeys, helicopter sightseeing, yacht charters, and diving expeditions.

“Romance in Thailand” highlights destinations and itineraries tailored for couples and affluent travelers, blending natural landscapes with high-quality services. One example is the “Suriyan Chantra” cruise experience in Phra Nakhon Si Ayutthaya, which features traditional Thai attire and cuisine.

The “From Dusk till Dawn” concept promotes nighttime tourism across 60 destinations nationwide, offering activities that span from sunset to sunrise. Locations such as Phu Hin Rong Kla National Park and Na Satta Thai Park showcase nocturnal nature experiences and evening attractions.

Finally, “Thai Craft Destination” introduces experiential routes centered on craft beverages and local production, emphasizing sustainability and regional identity. Highlights include Chiang Mai’s “Caffeine Route” and Chanthaburi’s “Fresh Fruity Route,” both designed to connect visitors with local producers and ingredients.

Rumored since 2023, LOT Polish Airlines finally confirmed to launch flights from Warsaw to Bangkok in 2026.

The Polish carrier's first-ever direct commercial flights between Warsaw and Bangkok is set to begin on October 26, 2026.

The new route is the result of coordinated efforts under the Tourism Authority of Thailand (TAT) Airline Focus strategy, developed in cooperation with the Thai Embassy in Warsaw and a range of public and private sector partners. The move responds to steadily rising demand from Poland and underscores Thailand’s growing appeal as a long-haul destination for European travelers.

LOT Polish Airlines will operate the Warsaw–Bangkok route five times a week, with flights scheduled on Mondays, Wednesdays, Thursdays, Saturdays and Sundays. Flight LO65 will depart Warsaw in the afternoon, while the return service, flight LO66, will leave Bangkok in the morning. Tickets are now available through the airline’s official sales channels.

The year-round service will be the first scheduled non-stop commercial air link between Poland and Thailand. Until now, travelers have relied largely on indirect connections via Middle Eastern hubs or on limited seasonal charter flights.

"Long-distance connections are one of the key pillars of LOT Polish Airlines’ growth strategy. The launch of the Warsaw-Bangkok route is another important step in the expansion of our global route network. Thailand has been, for many years now, one of the most popular destinations among Polish travelers. By offering a direct flight from Warsaw, we provide passengers with a convenient, comfortable and competitive connection that meets the real needs of the market," said Robert Ludera, Registered Representative and Director of the Network Department at LOT Polish Airlines. 

The direct service is expected to significantly improve travel convenience, encourage longer stays, and strengthen tourism and economic ties between the two countries. It also enhances Thailand’s accessibility from Central and Eastern Europe, a region showing increasing interest in long-haul leisure travel.

Thailand ranks among the most popular destinations for Polish travelers, particularly for leisure trips. Poland has emerged as a strong-performing European source market for Thailand.

In 2024, Thailand welcomed 180,722 visitors from Poland, generating tourism revenue of US$373 million (THB11.68 billion). From January 1 to December 15, 2025, arrivals rose to 213,511, representing a year-on-year increase of nearly 30 percent. Full-year arrivals are projected to reach about 230,000, with estimated tourism revenue of approximately US$500 million (THB15.64 billion).

Beach destinations such as Phuket, Krabi and Ko Samui remain top choices, while interest is also growing in Chiang Mai, Chiang Rai and Hua Hin. Polish visitors typically stay around two weeks, with average spending of about US$ 2,190 per trip.

Thailand has launched a new campaign aiming to capture a large slice of the growing digital nomad traveler market. The ‘LOCO(AL) Working Space’ campaign invites remote workers to stay and immerse in authentic Thai communities while staying connected. The campaign is supported by the Tourism Authority of Thailand, which says the initiative transforms traditional work environments by offering unique ‘SPACE TONES’ for seamless and mindful remote working. The campaign showcases Chiang Mai, one of Southeast Asia’s top digital nomad destinations, Phuket and Bangkok. The curated environments will foster productivity, inspiration, and well-being, it says. Chiang Mai: Valley Space In Chiang Mai, remote workers get a harmonious blend of tradition and modern amenities. Beyond the city’s vibrant co-working spaces and artisan markets, remote workers can explore peaceful mountain communities such as: Mae Klang Luang: a serene village nestled in the Doi Inthanon National Park, it offers a peaceful retreat where visitors can immerse themselves in the simplicity of rural Thai life. The Karen tribe village is famous for its lush rice fields and vibrant flower gardens. Mae Mae: is known for its peaceful vibe and lush green hills, immersive eco-tourism experiences and local traditions Mae Sa Noi: is noted for its serene waterfalls and forest trails, as well as local elephant experiences. Visitors can see elephants bathing in the Mae Sa Noi stream. Chiang Mai co-working spaces like Alt ChiangMai and Alt PingRiver provide fully furnished accommodations and shared amenities. Bangkok: Classic Space Trok Dilokchan is a cultural alleyway that blends heritage and contemporary lifestyles. Here, digital nomads in Bangkok can explore century-old architecture, enjoy coffee in restored shophouses, and discover co-working spaces filled with character. Phuket: Island Space For digital nomads who crave beach views and a laid-back island vibe. Ko Lon: Ko Lon has a relaxed beach vibe with friendly locals, and stunning coral reefs, and fresh seafood. Ko Lon offers the perfect balance of productive work and a relaxed island escape. Ko Naka Yai: just a 15-minute boat ride off the east coast from Phuket, it is known for its secluded location. The island’s tiny size has no crowds or traffic to slow you down. In Phuket Old Town, colonial architecture meets trendy cafés and art-filled streets, providing remote workers with a colorful, creative space to be based. The campaign is anchored in the ‘5 Must Do in Thailand’ experience pillars, encouraging digital nomads to not only work remotely but to live locally. From tasting regional dishes and trying age-old crafts to buying community-made goods, exploring nature, and seeking inner peace.

  With “reef-safe” sunscreen claims still largely unregulated, a new certification is helping to set an industry standard: Reef Protection Factor (RPF), developed by the University of Derby in collaboration with the global creative agency McCann.   RPF is a pioneering certification designed to address the issues around chemical pollution around the world which is impacting our oceans and aiding in the decline of vital ecosystems such as tropical coral reefs. It pushes the industry forward by initially targeting one of the most preventable local stressors facing these ecosystems: harmful chemicals, for example, those used in many sunscreens. With more than 80% of brands still contributing to coral damage, combined with no regulation around the 'reef-safe' claims - RPF helps consumers identify products that are truly safe for our delicate marine ecosystems.   Driving industry change Awareness of RPF and education about harmful sunscreens is now going global through strategic partnerships in key marine regions.   “We believe Reef Protection Factor is a game-changer,” said Jon Elsom, Group Executive Creative Director at McCann. “We’ve been blown away by the positive reception of RPF, and Coral Care™, by all of our incredible global partners. Everyone we’ve spoken to has come on board immediately, from tourist boards to eco organisations to hotel chains. It’s not often you get to work on something that can genuinely change the world.”   Activities include a flagship partnership with Amazing Thailand, the Tourism Authority of Thailand (TAT), in support of its Grand Tourism & Sports Year 2025. The collaboration kicked off with an ‘Amnesty Boat’ event on Railay Beach, Krabi in southern Thailand where beachgoers were invited to exchange their sunscreens for reef-safe Coral Care™ - another breakthrough innovation developed by Stream2Sea in partnership with McCann, tested by the University of Derby.   Commenting on the success of the sunscreen swap, Ms. Worapa Angkhasirisap, Director of TAT UK & Ireland said: "Coral Care and TAT share the same vision, to protect Thailand's natural beauty. We actively encourage responsible tourism and advocating reef-safe sunscreen promotes more sustainable travel practices. Travellers using RPF-certified sunscreen is a simple yet effective way to minimise environmental impact and preserve the beauty of Thailand's underwater world - it's an amazing new product!"   Thailand's commitment to raising awareness of sustainable travel continues this month with the Amazing Krabi Green Guide Fest 2025 on Hat Noppharat Thara beach. The 4 day event, 15-18 May, showcases local green businesses, food, art and learning with a fun festival vibe.   The World’s First “Reef-Nourishing” Sunscreen Coral Care™ is the first sunscreen not only formulated to avoid harming coral, but to actively nourish it. Developed by Stream2Sea in collaboration with McCann, it’s also the first product to receive the RPF certification, marking a significant leap forward in ocean-friendly skincare.   “Partnering with McCann and the University of Derby has allowed us to push the boundaries of what’s possible. Our innovative Coral Care™ product is a powerful validation of our commitment to protecting marine ecosystems, and we hope it inspires the rest of the industry to follow suit," said Autumn Blum, Founder & Cosmetic Chemist at Stream2Sea.   Best Places to Snorkel & Dive in Thailand Thailand is home to some of the best diving and snorkelling sites in Asia including 14 national parks with coastal areas and reefs of which 9 you can snorkel and dive in. Whatever your level of experience, there are plenty of options if you’re looking for underwater adventures on your next holiday.  

• Most tourists travel through Chumphon enroute to Ko Tao, Ko Pha Ngan and Ko Samui. But those who make a stop here are rewarded with colourful corals and diverse marine life including pink dolphins in Mu Ko Chumphon National Park.
• The Ko Chang archipelago on the east coast has calm and relatively shallow waters so a great option for novice divers. It’s also home to one of Thailand’s biggest wrecks - the Royal Thai Navy ship HTMS Chang - creating an artificial reef.
• Ko Tao is one of the top locations in Thailand for both diving and snorkelling and the best place in Asia to get PADI certified. For experienced divers, Chumphon Pinnacle is a fabulous spot with frequent whale shark sightings.
• The Similan Islands are a group of nine stunning islands which are part of the protected Mu Ko Surin National Park. The islands of Ko Bon and Ko Tachai are now also included within the boundaries of the National Park.
• With a number of dive schools in Ao Nang and proximity to the Phi Phi Islands and Ko Lanta, Krabi is another good choice for divers. It is 25 years since ‘The Beach’ movie put Maya Bay on the map and it is still one of the most scenic places for snorkelling. After the bay closed to let the reef rest and repair, marine life like blacktip reef sharks have been spotted again.

  For more information about Reef Protection Factor and Coral Care™, visit https://rpf.world.

The Tourism Authority of Thailand (TAT has formed a collaboration with newly resurrected cruise company StarDream Cruises to help boost Thailand cruise tourism. In a first, the newly refurbished ship Star Voyager will homeport in Thailand. The ship has a guest capacity of 1,940. The inaugural cruise departed this week, and operates round-trip sailings between Laem Chabang, Koh Samui and Singapore as part of the Amazing Thailand Grand Tourism and Sports Year 2025. “This marks a pivotal step in strengthening Thailand’s position as a leading regional cruise hub,” said Pattaraanong Na Chiangmai, Deputy Governor for International Marketing (Asia and South Pacific), TAT. TAT organised special cultural festivities for guests departing the cruise, including a traditional Thai long-drummers, and handed out exclusive souvenir gifts. Michael Goh, President of StarDream Cruises, added, “We are proud to homeport the Star Voyager in Bangkok and reintroduce the StarCruises brand to Thailand. This regional deployment enhances its global cruise appeal.” Onboard activities will include Thai cultural experiences like umbrella painting and Thai classical dance performances curated under TAT’s ‘5 Must Do in Thailand’ theme: Must Taste, Must Try, Must Buy, Must Seek, and Must See. The Star Voyager recently underwent a $50 million refurbishment. In 2024, Thailand welcomed 162 cruise ship calls carrying about half a million passengers and crew.

 

Thailand Launches Year-Long Tourism and Sports Celebration Targeting 40 Million Visitors and 3 Trillion Baht in Revenue

  Thailand has officially launched the ‘Amazing Thailand Grand Tourism and Sports Year 2025’, a grand initiative celebrating the nation’s cultural heritage, diverse tourism experiences, and world-class sporting events. The campaign will feature year-round tourism festivals, high-profile sporting tournaments, and exclusive travel privileges, reinforcing Thailand’s position as a global leader in tourism and sports.   With an ambitious goal, Thailand aims to attract 39 million international visitors globally and generate 3.5 trillion Baht in tourism revenue by the end of 2025. In the UK and Ireland, the target is to welcome 1,076,000 and 90,000 arrivals respectively, generating 99,115 Million Baht revenue.   Tourism Authority of Thailand (TAT) Governor Ms. Thapanee Kiatphaibool said: “Amazing Thailand Grand Tourism and Sports Year 2025 will be a landmark year, offering truly exceptional experiences for travellers. TAT is committed to igniting Thailand’s tourism industry to its full potential through the 5 Grand concept, driven by strong collaboration between the public and private sectors.”   This initiative will promote year-round tourism and highlight Hidden Gem Cities as well as the 5 Must-Do in Thailand—a curated selection of must-taste food, must-try Muay Thai and massage, must-buy local products, must-seek experiences, and must-see festivals. These elements will ensure that every visitor enjoys an unforgettable journey through Thailand’s rich cultural and sporting landscapes.   TAT has created a range of Grand Collaborations for 2025, exciting partnerships and campaigns that span culture, sport, nature, food, film and more to inspire and welcome all travellers. The highly anticipated third series of White Lotus aired on 17th February and, this summer, Krabi and its stunning national parks are the backdrop to movie release Jurassic World Rebirth.   Some of the biggest highlights of 2025 will be Thailand’s role as host of elite sports such as the 33rd SEA Games from 9–20 December, the FIVB Women’s Volleyball World Championship 2025 from 22 August – 7 September and the Jet Ski World Series 2025 (17–21 December, Chon Buri). 2025 also marks the sixth year Thailand has hosted MotoGP PT Grand Prix of Thailand.   There are exciting sporting partnerships taking place in the UK too including an ongoing relationship with Leicester City FC and a new sponsorship deal with Oxford FC.   Harj Hir, Head of Partnerships at Leicester City, said: "Thailand holds a special place in the hearts of everyone at Leicester City, so we’re proud to be celebrating our partnership with the Tourism Authority of Thailand through the Amazing Thailand campaign. It’s a chance for us to share Thailand’s incredible culture, warmth and hospitality with our fans, and we look forward to creating more unforgettable moments together."   Adam Benson, Chief Commercial & Marketing Officer at Oxford United, said: “This is an exciting partnership, and we are delighted to build on our existing relationship with the Tourism Authority of Thailand. The kingdom is increasingly staging international sports and leisure events that draw participants from around the world. We look forward to working with TAT to help promote Thailand as a potential destination for tourists and sports enthusiasts alike."   Ms. Thapanee Kiatphaibool, Governor of the Tourism Authority of Thailand, added: “These collaborations are a cornerstone of TAT's Amazing Thailand Grand Tourism and Sports Year 2025, a year we envision to be filled with grand opportunities to showcase Thailand as an exciting holiday destination. We will bring the spirit of Thailand to club fans, inspiring them to explore our country's unmatched culture, hospitality, food, beaches and adventure.”   In 2025, Thailand is set to offer an unparalleled choice of travel and sporting experiences during the Amazing Thailand Grand Tourism and Sports Year. The world is invited to discover the magic of Thailand and be part of this historic celebration.   The 5 Grand Concept includes:   Grand Festivity – A year-long celebration featuring traditional festivals like Songkran, World Wai Kru Muay Thai to modern events such as Wonderfruit, MotoGP and Amazing Thailand Marathon Bangkok.   Grand Moment – A collection of exclusive travel experiences designed to create once-in-a-lifetime moments unique to Thailand such as the pink sea of mist at Doi Inthanon, the natural jacuzzi at Pha Sok Waterfall, the mystical mangroves of Trat, the alien rock formations of Kanchanaburi, and bioluminescent plankton in Chumphon.   Grand Privilege – TAT is rolling out premium travel benefits offering exclusive promotions throughout the year in partnership with supplier and operator partners including Amazing Romance Month for couples and LGBTQ+ travellers in February, Amazing Thailand Grand Sale in June and Amazing Summer Family for multigeneration travellers in August.   Grand Invitation – Thailand will host global icons, sports legends, and influential figures at high-profile events such as the Amazing Thailand Saneh Thai Gala Night further promoting Thailand as a premier destination.   Grand Celebration – Thailand will celebrate key milestones in its tourism industry, including the 170th anniversary of Thailand-United Kingdom diplomatic relations, 50^th Years of Thai-Irish Diplomatic Relations, and the 15th Thailand Tourism Awards, honouring excellence in the sector. These events mark a new era for Thailand’s tourism, reinforcing its commitment to global collaboration and sustainable growth.   Visit www.fanclubthailand.co.uk for more destination information and follow @fanclubthailand on Instagram.

  Kittipong Prapattong from the Tourism Authority of Thailand (TAT) provided an overview of the country's evolving tourism strategy. The government is working on implementing a modest tourism tax to fund infrastructure, safety, and sustainability efforts. Thailand is also extending visa durations for digital nomads, allowing stays of up to 180 days to encourage local spending. Looking ahead to 2025, Thailand is preparing a grand tourism campaign aimed at revitalizing the sector and reaching pre-pandemic visitor numbers. With a focus on sustainable growth and community-driven tourism, Thailand is set to make a major comeback.  

 

At WTM 2024, Thailand’s Tourism and Sports Minister reveals 2025 tourism agenda with new attractions, cultural celebrations, and global collaboration to bolster the tourism sector.

  Thailand’s Minister of Tourism and Sports, Mr. Sorawong Thienthong, announced 2025 as the “Amazing Thailand Grand Tourism and Sports Year” at the Amazing Thailand Press Conference during the World Travel Market (WTM) 2024.   The “Amazing Thailand Grand Tourism and Sports Year 2025” aims to welcome travellers from around the globe with world-class festivities and privileges. “This campaign isn’t just a celebration; it’s an invitation for all to create unforgettable travel stories in Thailand,” Mr. Sorawong remarked.   Strategic Investments to Lead Global Tourism   Thailand is making significant investments to maintain its reputation as a top destination, with a tourism target of £75.55 billion (3.4 trillion Baht) for 2025. “The tourism industry is vital to Thailand’s economy, reflecting not only in economic gains but also in the communities uplifted and the millions of lives touched across the country,” Mr. Sorawong stated.   He elaborated on Thailand's tourism direction, anchored in the ‘Ignite Thailand’ vision, emphasising that the nation’s prosperity is tied to the well-being of its people. This principle will guide every policy and initiative, ensuring that tourism positively impacts visitors, local communities, and the environment.   To support this, the government is enhancing infrastructure, easing visa processes, and fostering a seamless ASEAN travel network through the ‘Six Countries, One Destination’ policy. Recent moves, such as British Airways’ resumption of flights to Thailand, underscore the country’s commitment to accessibility and connectivity.   Promoting Unique Destinations and Cultural Experiences   The government is actively promoting hidden gem destinations like Nan, Phrae, and Sakon Nakhon to diversify travel experiences across the country. Additionally, attractions such as amusement parks, shopping centres, and entertainment venues are being expanded to cater to a broader range of travellers.   Thailand's soft power is another essential asset, with efforts focused on preserving and promoting Thai traditions, arts, and crafts. The government is promoting the 'Five-Must Do' experiences – Must Taste, Must Try, Must Buy, Must Seek, and Must See, that capture Thailand's unique charms, encompassing Thai cuisine, fashion, vibrant festivals, and beautiful scenery.   A Hub for Global Events and Entertainment   Thailand’s vision to become a hub for international events is reflected in a robust calendar of festivities, including the Amazing Thailand Countdown 2025, MotoGP events in February and March, and the iconic Songkran Festival in April. These events are anticipated to drive year-round tourism and contribute significantly to the national economy.   Invitation to the Global Community   Mr. Sorawong reiterated the importance of private sector involvement in energising Thailand’s tourism landscape and creating new investment opportunities. He extended an open invitation to investors, travel agencies, and media to participate in Thailand’s journey toward becoming a top global destination that benefits all stakeholders.

 

Igniting Thai soft power, cultural heritage, and sustainability in the global travel industry event.

  The Tourism Authority of Thailand (TAT) is participating in the World Travel Market (WTM) 2024, from 5-7 November at ExCeL London, marking Thailand’s 43rd consecutive year at this premier travel industry event.   Under the theme “Ignite Thailand: Soft Power and Sustainability,” TAT has curated a spacious 400-square-metre Thailand Stand to connect buyers and sellers, emphasising Thailand's rich heritage and commitment to sustainable tourism.   Her Royal Highness Princess Ubolratana will graciously visit the Stand, continuing a longstanding tradition of royal support for Thailand’s presence at WTM. The Princess will engage in a special activity, "Ignite Thailand's Charm with Collaboration of TAT x Teddy House", adorning a teddy bear doll with traditional Thai fabrics, symbolising the beauty and artistry of Thai textiles.   Inspired by the diverse indigenous fabrics of Thailand, the Thailand Stand highlights traditional reed mats, crafts, and vibrant handwoven textiles from across the country as well as the six provinces renowned for their unique natural dyeing techniques: Mae Hong Son, Lampang, Phrae, Sukhothai, Sakon Nakhon, and Loei.   Information on ‘Thai Craft Destination’ will be provided in combination with specialty travel routes focusing on low-carbon, luxury, and wellness experiences, alongside details about TAT’s partners, including hotels and travel operators. Additionally, visitors can enjoy a DIY experience, creating souvenirs from Thai traditional fabrics like lucky charms, brooches and pins.   Ms. Thapanee Kiatphaibool, TAT Governor, said “WTM is an important platform for the global tourism industry to converge. TAT is excited to engage with global tourism professionals, showcasing Thailand’s commitment to sustainability, cultural richness, and the soft power that makes the kingdom a premier destination for travellers worldwide.”   This year, the Thailand Stand hosts a diverse group of 42 Thai sellers, representing a 23.53% increase over 2023. This includes 32 hotels and resorts from popular destinations like Bangkok, Phuket, and Krabi, along with 10 Destination Management Companies.   Reinforcing TAT’s dedication to sustainable tourism, four of these sellers are Thailand Tourism Awards winners, 23 are STAR-certified businesses, and two are CF-Hotels.   Esteemed partners such as Thai Airways, Bangkok Airways, the Thailand Privilege Card, and the Sports Authority of Thailand further highlight this year’s collaborative spirit.   The UK is one of Thailand’s largest tourist markets. From 1 January to 31 October 2024, Thailand welcomed 739,837 UK visitors, with a year-end target of one million.   UK visitors to Thailand comprise 57.83% first-time visitors and 42.17% repeat visitors, with the majority (94%) travelling independently. They stay on average 18.33 nights, spending approximately 68,488 Baht per person per trip. Favourite destinations include Bangkok, Surat Thani, Krabi, Phuket, and Chiang Mai, with key motivations including leisure, family visits, sports tourism, and special celebrations.   During the upcoming high season from November 2024 to March 2025, there will be 552 direct flights from the UK to Thailand, offering a total of 174,864 seats, further facilitating access for UK travellers to Thailand’s diverse offerings.

Thailand has proposed a tourism recovery scheme to boost flood-hit Northern Thailand. The domestic tourism promotion scheme is up for consideration by the Thai cabinet, says Tourism and Sports Minister Sorawong Thienthong. The ‘Travelling North Half-Half’ scheme will give subsidies of up to THB400 per trip for up to 10,000 travellers who visit the affected region. The co-payment scheme was first proposed by the Tourism Authority of Thailand. It would focus on main tourist hubs Chiang Rai and Chiang Mai, as well as smaller Northern Thailand destinations It is similar to the ‘We Travel Together’ program which Thailand implemented to fast track the Covid pandemic recovery. Sorawong who recently visited Chiang Mai and Chiang Rai, said many areas have suffered major losses due to the floods. Sorawong said tourism businesses have asked for government loans, waived utility costs and tax deductions to help them recover. 

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  Chiravadee Khunsub, the Executive Director for Europe at the Tourism Authority of Thailand, shares invaluable insights at the The Thailand Travel Mart Plus (TTM) 2024 in Khao Lak. Highlighting the resilience of Thailand's tourism post-COVID, Khunsub mentions surpassing 2019's statistics and emphasizing sustainable tourism's significance. She discusses initiatives like the "Amazing Thailand" project and enhancing airlift accessibility. Khunsub underscores Thailand's commitment to sustainability, aligning with UN SDGs, and fostering a holistic approach across the tourism supply chain. Her vision includes a collective consciousness towards environmental preservation, advocating for mindful consumption and eco-friendly practices, paving the path for a greener, more responsible tourism industry.  

TAT Deputy Governor for Marketing Communications, Nithee Seeprae gave a comprehensive tourism update and projections for full year 2024 during the Thailand Travel Mart Plus 2024. This year’s event is held in the province of Phang-Nga. Nithee announced 425 buyers from all regions of the world, of which more than half are repeat attendees. “We have 430 seller registration booths for exhibitors, including 46 who won at the Thailand Tourism Awards 2023.” Of these, 360 are hotels and resorts, with 34 tour operators. TAT forecasts the event will generate over THB3 billion in future tourism related revenue. For attendees including the media, there are four routes around the Phang-Nga region offered, including Khao Lak and Phang-Nga Bay. In a recap of the last year, Thailand welcomed over 28 million international arrivals, which generated revenue of THB1.2 trillion in spending, and the top source markets were Malaysia, China, South Korea, India, and Russia. Up to the end of May 2024, Thailand has welcomed over 14 million international arrivals. The same markets are the in the top five but with China leapfrogging Malaysia this year. “We hope to see a total tourism revenue of THB3 trillion with THB1.92 trillion from 35 million international arrivals this year,” Nithee said. This year, TAT will continue to focus on delivering meaningful travel experiences via the latest communication campaign, Amazing Thailand: Your Stories Never End. “We don't want to simply offer trips, but we want to craft travel experiences that will ignite your wanderlust.” During the presentation the Air-mazing Thailand ad was screened. Some of the concepts being promoted include culinary travel showcasing authentic local specialities, wellness retreats, Chiang Mai and Chiang Rai Nature and Culture, and sports and soft adventures. “TAT has realised that sustainability plays a crucial role in this and is making Thailand a high-value, sustainable destination that offers meaningful experiences to tourists,” he added. “We have developed initiatives that promote responsible travel practices with the Thailand Tourism Awards, which elevate the positive image of Thailand as a tourism destination that is clean, convenient, and environmentally friendly.” The presentation also highlighted some of the sustainable Thai attractions like Wareerak Hot Spring and Wellness in Krabi and Mekin Farm in Khon Kaen. Upcoming big events in Thailand this year include Summer Sonic Bangkok 2024, in August, The OR Thailand Grand Prix (Moto GP), Buriram, in October and the Loi Krathong Festival 2024 in November. In conclusion, Nithi said: “The connections made, partnerships formed, and ideas exchanged here will propel our industry forward.”

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