Chiravadee Khunsub, the Deputy Director for International Marketing at the Tourism Authority of Thailand, presented the objectives for Thailand’s tourism sector in 2026 on November 20th. This presentation occurred during the event titled Dida Engage: Thailand held at the Siam Pavali Grand Theatre.
Khunsub emphasized Thailand’s goal to position itself as a reliable, high-quality destination for long-haul tourists in the upcoming year. She remarked:
“Travel has made a notable return, reflected in the increasing revenue from tourism in 2024. This year has also seen a rise in international visitors, particularly from long-haul markets.”
She noted that Thailand has gradually improved its tourism offerings over the past three years, demonstrating resilience against challenges such as the pandemic, geopolitical tensions, and technological advancements.
Current Trends in Thai Tourism
Khunsub listed significant trends shaping the future of tourism in Thailand:
- Hyper-personalization of travel.
- The role of technology, including AI and automation in travel experiences.
- The necessity for sustainability in travel.
She further mentioned that, due to rising regulations around sustainability, there is an increasing demand for genuine local experiences that contribute to preserving cultural heritage and supporting local economies.
“Fourth, wellness and longevity will drive a trillion-dollar global market. People will prioritize their well-being, leading to travel that’s focused on health.”
Khunsub predicted that Thailand will welcome approximately 34.9 million international visitors in the upcoming year, with a revenue target of 1.6 trillion baht from international tourism alone. The overarching theme for the upcoming campaign will be “Amazing Thailand: Healing is the New Luxury”, shifting the definition of luxury towards authenticity, well-being, and unique experiences.
Khunsub concluded, expressing ambitions for Thailand to become a global hub for wellness, emphasizing the importance of collaboration in shaping the future of Thai tourism, stating:
“The future of Thai tourism will not be defined by a single entity; it will require a collaborative effort among the government, industry stakeholders, and local communities. Let’s ensure Thailand remains an inspiring, meaningful, and memorable destination.”
