The put up TAT’s Chiravadee Khunsub presents Thailand’s tourism agenda for 2026 appeared first on TD (Journey Each day Media) Travel Daily Media.
Chiravadee Khunsub, deputy director for worldwide advertising in Europe, the Americas, Center East, and Africa on the Tourism Authority of Thailand (TAT) offered the nation’s tourism objectives for 2026 yesterday, twentieth November.
Khunsub offered the agenda on the opening of journey tech agency Dida’s occasion Dida Interact: Thailand on the Siam Pavali Grand Theatre at Siam Paragon.
In keeping with Khunsub, her mandate for talking on the occasion was to place Thailand as a high-level, trusted, and year-round vacation spot, notably for long-haul travellers within the coming 12 months.
She declared in her remarks: “Journey has made a outstanding comeback, so we see it by way of numbers and likewise by way of the revenues that Thailand earned in 2024. This 12 months, we now have additionally had an excellent variety of vacationers, particularly from the long-haul market. Our income is certainly growing, as properly.”
Khunsub talked about that Thailand started to realize the standard and worth of its present tourism choices way back to three years in the past, displaying shocking resilience and adaptableness regardless of the ravages of the pandemic, present geopolitical and geoeconomic points, fast technological development, in addition to the impression of local weather change.
Present traits in Thai tourism
The deputy director for worldwide advertising likewise offered a number of traits at present holding sway with regard to Thai tourism on each home and international ranges.
She stated: “Firstly, journey will likely be hyper-personalised. Second, know-how is a giant participant as information, AI, automation and digital identities form every journey from entry to exit. Third, sustainability is now not optionally available.”
Khunsub defined that rules such because the European Union’s Company Sustainability Due Diligence Directive (EU-CSDDD) and international carbon reporting have remodeled the way in which airways, lodges, and locations function in response to the heightened clamour for sustainable tourism.
During which case, going native by way of tourism is gaining larger enchantment and acceptance, given how travellers are looking out for genuine experiences that not solely assist native communities, but in addition protect a rustic’s cultural heritage while straight benefitting grassroots economies.
Khunsub continued: “Fourth, wellness and longevity will drive a trillion-dollar international market. Individuals will journey to really feel higher, dwell longer, and reconnect with themselves. It’s a development that aligns with Thailand’s personal emphasis on well being and wellness. Fifth, a rising variety of travellers will decide to work and journey concurrently by their work-from-anywhere way of life.”
She additionally identified how international tourism is changing into more and more aggressive, and Thailand must amp up its sport, given how its neighbours are stepping up theirs.
Khunsub stated: “Travellers are actually extra conscious, extra knowledgeable, and extra environmentally acutely aware than ever. Inside this decade, the tourism sector turns into a world the place Thailand should shift from quantity to worth, from good to distinctive, and to changing into a vacation spot with coronary heart, soul, and goal.”
The imaginative and prescient for 2026
TAT forecasts that as much as 34.9 million worldwide guests will likely be making their technique to Thailand within the coming 12 months.
The company likewise expects development within the sector to proceed step by step and steadily, reflecting a deal with high quality reasonably than a fast spike in amount.
With regard to income, Thailand’s 2026 goal stands at 1.6 trillion baht from worldwide tourism alone and a couple of.8 trillion baht in whole due to home tourism as Khunsub predicts over 210 million home journeys, prioritising income per customer reasonably than uncooked headcount with an emphasis on lengthy stays versus quick low-yield journeys.
This may lead to a contribution of round eight % to Thailand’s whole income for 2026. , contributing round eight % to the nationwide economic system.
With these numbers in thoughts, Khunsub offered that TAT’s marketing campaign for the approaching 12 months will centre on the theme Superb Thailand: Therapeutic is the New Luxurious.
The theme displays a profound shift in traveller behaviour whereby luxurious is now not outlined by value, however by peace, well-being, authenticity, expertise, and time.
Khunsub declared: “Thailand is uniquely positioned to steer this motion. Thailand may be greater than a vacation spot; we generally is a international centre for wellness and longevity. We generally is a inventive and cultural powerhouse. We generally is a hub of themes, sports activities, festivals, and international occasions.”
She added that it can be crucial for Thailand to turn out to be a regional aviation and logistics hub.
Additionally, as the way forward for tourism depends upon individuals, Thailand is investing in service excellence, digital expertise, public-private collaboration, and innovation to raise the whole sector.
Khunsub stated: “If we glance forward, inclusive tourism is essential. This can be a form of nation-building, so this half is essential as it’s the problem that we face now. However that is additionally a possibility for us to develop stronger, to turn out to be a Thailand that’s not only a prime vacation spot, however a vacation spot with coronary heart.”
An evolving vacation spot
For Khunsub, Thailand may remodel itself over time right into a vacation spot characterised by zero-carbon / low-carbon journey, the place each expertise is seamless and personalised.
She stated: “Thailand can turn out to be a spot the place there are thriving communities that collaborate on the kind of tourism the place nature is restored and never depleted; the place each customer feels the heat, the creativity, and generosity of the Thai individuals.”
During which case, Khunsub sees the necessity for a normal name to motion with regard to a collaborative method in direction of the long run growth of Thai tourism.
As she places it: “The way forward for Thai tourism is not going to be written by one company or by one chief. Will probably be written collectively by the federal government, trade, communities, international companions, and the individuals of Thailand. We now have creativity, we now have tradition, we now have expertise, and we now have the spirit of very excessive hospitality.
Khunsub known as on the viewers to assist the 2026 Therapeutic is the New Luxurious marketing campaign, transferring ahead with confidence, collaboration, and conviction.
She concluded by saying: “Allow us to create a future the place Thailand stays not solely wonderful, however inspiring, significant, sustainable, and really unforgettable.”
The put up TAT’s Chiravadee Khunsub presents Thailand’s tourism agenda for 2026 appeared first on Travel Daily Media.
