The Tourism Authority of Thailand (TAT) hosted the Amazing Thailand Networking Event at ITB Berlin 2026 on Wednesday, March 4. This event attracted members of the international media, global trade partners, and key stakeholders, marking the 60th anniversary of the world’s leading travel trade fair. The gathering aimed to reinforce Thailand’s strategic transition towards a ‘Value over Volume’ growth model.

The networking session served as a platform for TAT to present the next phase of Thailand’s tourism development, emphasizing quality revenue, long-term sustainability, and enriching travel experiences. It showcased Thailand’s dynamic offerings, with a strong focus on Bangkok’s culture, creativity, and innovation.

Thai tourism enters its post-recovery phase During the event, TAT Governor Thapanee Kiatphaibool emphasized that Thailand experienced a strong tourism recovery in 2025 with over 32.9 million international visitors generating 41.3 billion Euros in revenue. Long-haul markets exceeded ten million arrivals for the first time, with Germany ranking among the top five source markets.

Looking ahead, TAT plans to continue advancing its Value over Volume strategy, focusing on high-quality experiences and sustainability that benefit local communities, with an aim to generate 81 billion Euros in tourism revenue.

Experiences Matter To promote long-haul growth, TAT will offer experience-led products in events and sports tourism, collaborating with international partners to elevate ‘Thainess’ and improve hospitality services. This strategy is complemented by a proactive Airline Focus to ensure consistent visitor access and distribution, thus helping destinations and communities thrive sustainably.

Central to this approach is the global campaign ‘Healing is the New Luxury,’ which redefines luxury through meaningful connections and experiences in Thailand’s rich culture.