The Tourism Authority of Thailand (TAT) has released its Tourism Product Highlight 2026 roadmap, a strategic blueprint designed to aggressively pivot the destination towards high-value, experience-based travel.
TAT governor Thapanee Kiatphaibool outlined a three-pillar strategy focused on elevating product value over volume.
“The first pillar involves designing ready-to-sell narratives that enhance the marketability of existing tourism assets. The second emphasises community engagement to ensure tourism receipts benefit local economies. The third targets operator standards through the TAT Certified framework, utilising mechanisms like the Sustainable Tourism Goals Sustainable Tourism Acceleration Rating programme and Trusted Thailand to align local suppliers with international safety and sustainability benchmarks,” she stated.
She added: “The roadmap signals a clear intent to equip buyers with distinct, high-quality inventory that addresses global demand for wellness and purposeful travel while safeguarding domestic supply chains.”
The 2026 portfolio categorises offerings into niche segments to support this value-driven approach.
Highlights include Luxury Voyage Thailand, which promotes high-yield logistics such as private jet charters and classic car tours; romantic routes and destinations for couples through Romance in Thailand; and Thai Craft Destination, which commercialises local craftsmanship through specific routes like the Caffeine Route in Chiang Mai.
Other key segments include From Dusk till Dawn, identifying 60 nighttime economy assets such as Na Satta Thai park to extend visitor spending hours; and Rail Rover Thailand, creating 10 slow-travel rail itineraries.
The Travel with Care initiative pilots a creative tourism model in Krabi, while UNESCO Thailand packages seven routes linking recognised creative cities.
For the trade, the focus remains on tangible product development that agents can sell immediately.
The strategy moves beyond general branding to offer specific, bookable themes like 5 Must Do in Thailand for first-time visitors seeking iconic activities such as Muay Thai training.
“TAT believes that adding value and offering meaningful products and services that meet modern lifestyle needs will be a key factor helping to drive tourism revenue towards the three-trillion-baht target in 2026 and elevate Thailand as a global destination for wellbeing recovery and truly meaningful travel,” concluded Thapanee.
