With rising disposable income, growing middle-class outbound demand, and an expanding upscale segment – combined with improved air connectivity across the Balkan region – driving clear growth in longhaul demand, the Tourism Authority of Thailand (TAT) is shifting focus towards emerging European markets to capture new group business by launching the Balkans Roadshow 2026.
The regional tour commenced in Belgrade on February 21, connecting 15 Thai tourism entrepreneurs with 18 regional buyers before continuing to Cluj-Napoca, Bucharest, and Sofia.
“The Balkan region, particularly Romania, Serbia and Bulgaria, is emerging as a high-potential source market for Thailand. We are seeing clear growth in longhaul demand – Bangkok and Phuket remain the core gateways, followed by Krabi and Khao Lak. Secondary destinations recognised under the UNESCO Creative Cities framework are also being introduced to the market (which has a) growing appetite for experiential leisure travel beyond traditional beach stays,” stated Daniel Gregori, head of business development at Destination Asia (Thailand), a roadshow participant.
For local hoteliers, the cost of market entry remains relatively low compared to mature European markets, while the growth trajectory is upward.
“This combination creates a favourable ROI dynamic for Thai suppliers who engage early and strategically,” noted Jose Ting, director of sales marketing at Ramada Plaza by Wyndham Bangkok Menam Riverside, who reported “active rather than speculative” buyer appetite at the roadshow.
“The ROI from emerging European markets such as Serbia, Romania, and the broader Balkan region is increasingly compelling. While these markets may not yet match Western Europe in sheer volume, they are delivering strong yield potential and consistent group movement, particularly during Thailand’s shoulder and green seasons,” Ting said, pointing to “well-structured group series”, winter sun programmes, and cultural longhaul itineraries with Thailand positioned as a key destination.
He described Balkan travellers as value-conscious but quality-driven, which creates solid opportunities for hotels that can align pricing with service standards.
Ting also described the markets as professionally organised and increasingly sophisticated, with reliable tour operator networks that are actively expanding their longhaul portfolios.
Gregori said that while returns from trade engagement may not be immediate, the long-term growth potential is evident.
“I believe that continued engagement through workshops and roadshows by the TAT team will further strengthen Thailand’s positioning as a preferred longhaul destination,” Ting concluded.
