Amid geopolitical uncertainty and global instability, the Tourism Authority of Thailand (TAT) has outlined its latest tourism strategy at Thailand Travel Mart Plus (TTM+) 2026 under the theme Healing is the new luxury: Define your new luxury; discover unforgettable experiences.
The strategy places wellness and restorative travel at the centre of Thailand’s tourism offering through five pillars – Retreats, Rituals, Reels, Rhythms and Relations. TAT is positioning Thailand as a destination where travel supports well-being through nature, culture, hospitality, gastronomy, wellness and local connections.
“Travellers are increasingly seeking destinations that offer comfort, balance, and peace of mind. Thailand provides meaningful experiences, genuine hospitality, and the healing power of nature and culture,” said TAT deputy governor for marketing Nithee Seeprae.
Nithee stated the strategy is being applied across markets and travel segments, with marketing campaigns tailored to different audiences while reinforcing the Healing is the new luxury message through storytelling and visual content.
TAT governor Thapanee Kiatphaibool said geopolitical uncertainty also presents an opportunity for Thailand.
“In times of global volatility, what tourists fundamentally desire – especially those travelling from longhaul markets – when they come to Thailand is something we can tangibly offer: safety,” she shared.
“Therefore, Healing is the new luxury situated within a ‘Safe Haven’ is our primary communication direction. In conjunction with Trusted Thailand, we are conveying that you will be safe here. You will be able to achieve a state of mind and experience genuine healing that truly rejuvenates you, healing both your body and your mind.”
Longhaul travellers are being targeted with experiences centred on transformation, escape and self-investment, while shorthaul markets are being promoted through food, entertainment and relaxation-focused breaks. Domestically, TAT’s collaboration with Lalisa “Lisa” Manobal under the Amazing Thailand x LISA Feel All the Feelings campaign links travel with emotion, contemporary culture and national pride.
TTM TALK 2026 also featured a medical and wellness tourism forum titled Thailand: Your Source of Healing Vitamins.
In addition, TAT is promoting Travel with Care as a responsible tourism initiative aimed at travellers seeking experiences that benefit destinations, local communities and the environment.
As of June 2, 2026, Thailand had welcomed more than 14 million international visitors, generating around 679 billion baht (US$20.6 billion) in tourism revenue.
TAT is targeting total tourism revenue of 2.65 trillion baht from domestic and international tourism in 2026, supported by an expected 33 million international arrivals.
TTM+ 2026 has attracted 429 international buyers, 428 Thai sellers and more than 70 international media representatives. Organisers expect the event to generate 15,408 business appointments and more than five billion baht in tourism revenue.
The event is taking place from June 10 to 12, 2026, at the NICE Pattaya Convention and Exhibition Center in Chonburi.
