The Tourism Authority of Thailand (TAT) has unveiled its strategic direction for 2026 under the theme, Value is the New Volume, marking a pivotal shift toward quality, sustainability, and emotional storytelling as core pillars of the country’s tourism future.
Speaking at the TAT Strategic Direction 2026 press conference at Queen Sirikit National Convention Center, TAT governor Thapanee Kiatphaibool shared that 2026 marks the beginning of a fundamental shift towards ‘The New Thailand’ – where tourism success is defined by value, not volume.
“We will emphasise quality, balance, and long-term growth rooted in genuine experiences for visitors and tangible benefits for Thai communities,” she said.
The strategy rests on four pillars: prioritising value over volume; balancing tourism flows across regions and seasons; advancing creative, thematic tourism; and embedding sustainability as a sector-wide standard.
To achieve this, TAT is sharpening its global focus across key high-potential segments including millennials, gen Z, luxury travellers, and the health and wellness market.
Markets will be prioritised through a three-tier framework, with flagship campaigns targeting China, India, the US, and the Middle East.
Trusted Thailand, a new safety stamp, will be launched in August to reinforce confidence in Thai tourism.
Soft power will be a central force, with cultural assets like Thai food, fashion, spirituality, and festivals featured through the Healing is the New Luxury campaign.
Tomorrowland Thailand 2026 – Asia’s first edition of the iconic music festival – will headline the global events strategy, alongside the Maha Songkran World Water Festival and SEA Games 2025.
TAT will also lead the sector’s shift toward sustainability.
Earlier in the afternoon on July 21, it signed a landmark Letter of Intent with 20 public-private partners to accelerate the Sustainable Tourism Goals by 2030.
“As Thailand moves toward becoming a top-10 global tourism economy, we are setting a course that prioritises stewardship of our natural resources, genuine community benefit, and long-term resilience. We’re diving ever deeper into our target segments – looking closely at the segmentation of each market to match each one’s unique needs with Thailand’s product offerings,” Thapanee affirmed.
Thailand’s minister of Tourism and Sports, Sorawong Thienthong, also highlighted in his opening remarks the crucial role of Thailand’s global tourism network, stating: “Being a true salesperson for Thai tourism isn’t just about promoting our own products or activities. Once you take on that role, especially in a foreign market, it demands relentless effort.”
He encouraged the TAT’s overseas offices to adopt a more proactive and collaborative approach in promoting Thailand on the global stage.
“Each of the TAT offices across the globe must actively sell Thailand’s identity and draw in international visitors. And this can’t be done alone – collaboration with every relevant government agency is essential,” he underscored.
