The Tourism Authority of Thailand (TAT) led a group of Thai tourism operators at the recently held Feria Internacional de Turismo (FITUR) 2026 in Madrid, Spain.

Throughout the event from January 21-25, TAT focused on promoting sustainable leisure growth in Spain and Latin America, emphasizing a value-oriented strategy for long-term market expansion.

Twenty-six Thai businesses from seven provinces participated as exhibitors, including hotels, resorts, destination management companies, and airlines, representing regions like Chiang Mai, Bangkok, and Phuket.

According to TAT Governor Thapanee Kiatphaibool: “Spain and Latin America are vital markets for Thailand’s long-haul tourism. Our participation in FITUR 2026 focuses on quality tourism, with wellness and cultural experiences central to our approach. By working closely with Thai operators and global partners, TAT aims to enhance Thailand’s reputation as a destination for valuable and authentic travel.”

TAT’s goal for the event was to arrange at least 780 business meetings, predicting over 745 million Baht in tourism-related income. This initiative supports TAT’s aim to welcome 250,000 visitors from Spain in 2026 and continue collaborative marketing endeavors with international partners.

Emphasizing “Healing is the New Luxury,” TAT highlighted health and wellness tourism at FITUR, redefining luxury as time, balance, and significant experiences. With live culture showcases and culinary demonstrations featuring Thai flavours, the Thailand pavilion attracted considerable attention.

Additionally, TAT hosted a networking lunch for Spanish and Latin American media, featuring influencer Carla Royo-Villanova, who shared her travel insights from Thailand, further bolstering the country’s visibility and discussions on enhancing air travel links between Spain and Thailand.