Berlin, 5 March 2026 – The Tourism Authority of Thailand (TAT) hosted the Amazing Thailand Networking Event at ITB Berlin 2026 on 4 March, welcoming leading international media, global trade partners and key stakeholders at Messe Berlin during the 60th anniversary edition of the world’s leading travel trade fair, reaffirming Thailand’s strategic shift toward a Value over Volume growth model.
The networking session provided a strategic platform for TAT to outline the next phase of Thailand’s tourism development, placing Value over Volume at the centre of strategic direction, with emphasis on quality revenue, long-term sustainability and meaningful travel experiences. Attendees included Ms. Natthriya Thaweevong, Chairperson of the TAT Board of Directors, alongside senior TAT executives and industry partners.
In her strategic briefing, Ms. Thapanee Kiatphaibool, TAT Governor, noted Thailand’s strong 2025 tourism recovery, with over 32.9 million international arrivals generating 41.3 billion Euros in revenue. Long-haul markets exceeded 10 million arrivals for the first time, contributing 18.5 billion Euros (45 per cent of total international receipts), with Germany ranking among the top five long-haul source markets at 965,898 visitors, highlighting Thailand’s appeal as a high-quality, long-stay destination.
Looking to 2026, TAT is firmly advancing its Value over Volume strategy, prioritising quality revenue, meaningful experiences and long-term sustainability that benefits local Thai communities and partners alike, targeting 81 billion Euros in total tourism revenue.
To drive long-haul growth, TAT is developing experience-led products in events, sports tourism, and authentic local journeys, while collaborating closely with international partners to elevate ‘Thainess’ and deliver hospitality services that exceed expectations. This is bolstered by a proactive Airline Focus strategy to ensure year-round access and even visitor distribution, creating meaningful and sustainable benefits for destinations and communities.
Central to this direction is the global communication ‘Healing is the New Luxury’ concept, redefining luxury through time, balance, and emotional well-being via Thailand’s cuisine, coastal retreats, spiritual journeys, creative districts, and community connections.
TAT is amplifying this direction through a high-impact international collaboration. The “Healing Journey Thailand” with British artist Henry Moodie positions Thailand as a restorative long-haul destination.
The networking event also highlighted Thailand’s dynamic experiences, with Bangkok leading in culture, creativity and innovation. Recognised among the world’s most visited cities for its diversity, Bangkok blends heritage and modernity – from vibrant contemporary arts at DIB Bangkok and immersive experiences at Mahanakhon’s SkyVerse, to creative districts including Song Wat and Charoen Krung. The upcoming NEXTOPIA introduces a future-focused space for co-creation and sustainable urban living, while new landmark attractions such as Jurassic World: The Experience and Skyflyer complement world-class shopping, celebrated street food, Michelin-star dining and expanded green spaces including Dusit Central Park, all enhancing Bangkok’s liveability and global appeal.
TAT also highlighted the global creative influence of Thailand through the work of Her Royal Highness Princess Sirivannavari Nariratana Rajakanya, Creative Director of the SIRIVANNAVARI brand. The brand’s Autumn/Winter 2026/2027 collection, recently presented in Milan under the theme “Echoes of Altitude,” drew inspiration from the landscapes of Kew Mae Pan in Chiang Mai, translating Thailand’s natural beauty into contemporary fashion design while bringing international attention to the Kingdom’s cultural and natural heritage.
Creative tourism through events and festivals shapes destination identity and year-round impact through public-private sector partnerships, as TAT leverages Thailand’s event calendar, which features iconic celebrations and world-class gatherings. From the Songkran World Water Festival in April and Pride Month in June to Vijit Chao Phraya, Tomorrowland Asia’s debut (December), the CNN recognised Amazing Thailand Countdown, and major international conferences like the IMF–World Bank Annual Meetings 2026 in Bangkok, plus Phuket’s Global Sustainable Tourism Council (GSTC) Global Conference 2026, InterPride 2026, and the Global Wellness Summit 2026, reaffirms Thailand’s readiness as a year-round world-class event destination.
Thailand is also advancing beyond urban vibrancy, from healing to longevity, with northern destinations such as Chiang Mai and Chiang Rai offering nature-based retreats, mindfulness, yoga and meditation. Nan offers an unhurried cultural escape through its old-town charm, temples, and traditional textile heritage. In eastern and southern Thailand, Ko Chang in Trat offers tranquil beaches and outdoor wellness experiences, while Phang-nga combines water-based activities with holistic programmes, complemented by distinctive southern Thai cuisine and Michelin-recognised dining.
Sustainability anchors this Value over Volume approach through the ‘Travel with Care’ direction, aligned with the Thailand Green Tourism Plan 2030 under the Ministry of Tourism and Sports. TAT continues to advance flagship initiatives, including the Thailand Tourism Awards, the STGs STAR Rating System, which recognises thousands of businesses, and the CF Hotels platform to reduce carbon footprints while strengthening industry transparency. Thailand now counts 19 destinations recognised by the Green Destinations Foundation, reinforcing steady progress toward international sustainability standards.
Milestones like the Krabi Prototype – as a regenerative Global Green Destination model for coastal protection and community engagement – are expanding to Chiang Mai and Ko Lanta among the 2025 Green Destinations Top 100 Stories, where at the later destination visitors can explore mangrove ecosystems, participate in community-led mangrove planting and contribute directly to coastal restoration. This leverages cultural heritage and natural assets to elevate tourism products to international sustainability standards and advance the development of additional Global Green Destinations for Thailand.
TAT is also introducing carbon-neutral tourism routes that integrate environmental responsibility into every stage of the travel journey. In Nakhon Si Thammarat, immersive nature experiences range from kayaking along tranquil waterways and exploring forest trails to visiting local farms. In Sukhothai, travellers observe Thai wisdom firsthand through community-led organic garden tours, traditional cooking experiences and cycling through rice fields and local markets. Through these initiatives, sustainability translates into tangible, experience-led journeys that generate lasting value for travellers, communities, natural ecosystems and future generations.
More than 55 per cent of European visitors to Thailand are first-time travellers, reflecting sustained interest in authentic and meaningful journeys. Under the Value over Volume strategy, TAT remains committed to deepening collaboration with media and trade partners to build confidence and deliver high-quality experiences aligned with evolving travel expectations.
In this context, TAT also briefed partners on measures taken to support travellers affected by the current situation in the Middle East. Thai airports operating flights to and from the region have deployed additional staff to provide clear information and assistance, while coordination with airlines ensures efficient flight management and appropriate accommodation for passengers whose flights have been disrupted. These measures reaffirm Thailand’s commitment to traveller safety, care and confidence as the country continues to welcome international visitors.
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