Bangkok, 24 August 2026 – The Tourism Authority of Thailand (TAT) has introduced “The Year of Transformation” as the country’s strategic tourism direction for 2027, with a focus on reshaping tourism growth around quality, value and long-term competitiveness. The strategy supports “The Winning Goal 2027”, which targets at least 5% tourism revenue growth over 2026, a 60:40 distribution of visitors between major and emerging destinations, and a position among Asia’s top three destinations for traveller loyalty.
The 2027 direction is structured around four strategic moves: Rebalance Market Portfolio, Shape Experience Platform, Build New Growth Engine, and Transform Together. Together, the moves establish a framework for diversifying tourism markets, developing new experience-based products, expanding destination opportunities and strengthening collaboration across Thailand’s wider visitor economy.
TAT Governor Ms. Thapanee Kiatphaibool described the strategy as a commitment to reshape Thai tourism around quality, value and long-term competitiveness. The approach moves beyond volume-driven tourism by focusing on Thailand’s strengths in wellness, culture, gastronomy, meaningful experiences and sustainability, while seeking to distribute tourism income more widely and strengthen traveller loyalty.
The strategy was presented at Rajadamnern Stadium under the theme “The Ultimate Fight: Transform for the Win!” The Muay Thai venue was used to represent the need for the tourism sector to adapt its strategy and respond to changes in the global tourism environment. The presentation also outlined TAT’s intention to convert Thailand’s established tourism advantages into greater market value and competitive advantage.
Under Rebalance Market Portfolio, TAT will seek a more balanced structure across source markets, traveller segments and destinations. The move is designed to reduce dependence on individual markets or destinations while strengthening domestic tourism as a core foundation of the national tourism structure.
For international markets, TAT will apply three approaches: Retain, Reshape and Recover. Retain will focus on sustaining existing market growth while expanding quality segments and visitor spending. Reshape will target higher-value travellers through wellness, luxury, family and lifestyle experiences. Recover will focus on rebuilding market confidence through safety, convenience and value.
The market diversification strategy also includes new opportunities in Eastern Europe, Latin America and new origin cities, supported by stronger air and multimodal connectivity. TAT will further refine its segmentation portfolio across Mainstream, Experience, High Value and Premium Travellers, with tourism products aligned with motivations including gastronomy, culture, nature, wellness, longevity, sport and luxury.
At the destination level, “The Link Plus” will connect suitable markets and traveller segments with 19 priority areas, with TAT targeting a 10% increase in international arrivals to these destinations. The initiative provides a market-to-destination framework within the broader effort to distribute visitor activity beyond established tourism centres.
The second strategic move, Shape Experience Platform, will develop the Amazing Thailand brand from a Value for Money Destination toward a Meaningful Destination under the positioning “Healing is the New Luxury.” TAT will introduce the characters “Nong Sukjai” and “Nong Rak Yim” to communicate Thai identity and create emotional connections with travellers.
For domestic tourism, TAT will promote “365 Thai Thiao Thai – Thiao Dai Thang Pi,” encouraging Thai travellers to travel domestically throughout the year. The strategy also includes regionally themed experiences based on local identities, expansion of the UNESCO Thailand Network across 29 areas, and development involving more than 55 community tourism destinations.
TAT will also develop Signature Destination Branding, initially covering Chiang Rai, Ubon Ratchathani, Songkhla, Trat and Samut Songkhram. These destination initiatives form part of the strategy to create differentiated tourism experiences across Thailand’s regions.
The third move, Build New Growth Engine, is focused on converting Thailand’s tourism strengths into additional economic value through four Life Economy growth engines. One component, Theme Product Experience, will develop nine experience groups. The early-2027 launch of “Unseen Luxperience 2027” will target Premium Travellers through hidden gems and private, exclusive experiences connected to Thai textiles, gems and jewellery, Thai massage and Muay Thai.
Well-being Tourism will position Thailand as a Global Health & Healing Destination, structured around Medical Excellence, Science-Based Wellness and Science-Based Local Wisdom. The initiative is built around helping travellers “Heal Better, Live Longer and Feel Better.”
The Festival Economy will position Thailand as a year-round events destination through “365 Days of Celebration.” The programme covers international events, Pride, music festivals, art and design, sport and adventure. TAT will also elevate the Ubon Ratchathani Candle Procession, Nakhon Phanom Illuminated Boat Procession and Sakon Nakhon Christmas Star Parade toward “Must-Experience in Thailand” status.
The fourth move, Transform Together, changes TAT’s role from Tourism Promoter to Tourism Ecosystem Orchestrator, connecting traveller demand with partners across the wider Visitor Economy. The framework covers tourism activities extending beyond conventional leisure travel, including wellness, sport, festivals and other special-interest journeys.
TAT will use Tourism Value Intelligence to analyse visitor and tourism revenue data, supported by 45 domestic offices, two coordination centres and 29 overseas offices. A tourism leadership programme under development will support industry capability and collaboration, while initiatives involving start-ups, technology and AI will focus on improving the traveller journey.
The 2027 strategy is guided by four principles: integrity, safety, quality and experiences. TAT’s stated targets include higher-quality tourism growth, broader distribution of tourism income and stronger community benefits as Thailand advances its goal of becoming “Asia’s No.1 High-Value & Meaningful Destination.”
The 2027 direction is structured around four strategic moves: Rebalance Market Portfolio, Shape Experience Platform, Build New Growth Engine, and Transform Together. Together, the moves establish a framework for diversifying tourism markets, developing new experience-based products, expanding destination opportunities and strengthening collaboration across Thailand’s wider visitor economy.
TAT Governor Ms. Thapanee Kiatphaibool described the strategy as a commitment to reshape Thai tourism around quality, value and long-term competitiveness. The approach moves beyond volume-driven tourism by focusing on Thailand’s strengths in wellness, culture, gastronomy, meaningful experiences and sustainability, while seeking to distribute tourism income more widely and strengthen traveller loyalty.
The strategy was presented at Rajadamnern Stadium under the theme “The Ultimate Fight: Transform for the Win!” The Muay Thai venue was used to represent the need for the tourism sector to adapt its strategy and respond to changes in the global tourism environment. The presentation also outlined TAT’s intention to convert Thailand’s established tourism advantages into greater market value and competitive advantage.
Under Rebalance Market Portfolio, TAT will seek a more balanced structure across source markets, traveller segments and destinations. The move is designed to reduce dependence on individual markets or destinations while strengthening domestic tourism as a core foundation of the national tourism structure.
For international markets, TAT will apply three approaches: Retain, Reshape and Recover. Retain will focus on sustaining existing market growth while expanding quality segments and visitor spending. Reshape will target higher-value travellers through wellness, luxury, family and lifestyle experiences. Recover will focus on rebuilding market confidence through safety, convenience and value.
The market diversification strategy also includes new opportunities in Eastern Europe, Latin America and new origin cities, supported by stronger air and multimodal connectivity. TAT will further refine its segmentation portfolio across Mainstream, Experience, High Value and Premium Travellers, with tourism products aligned with motivations including gastronomy, culture, nature, wellness, longevity, sport and luxury.
At the destination level, “The Link Plus” will connect suitable markets and traveller segments with 19 priority areas, with TAT targeting a 10% increase in international arrivals to these destinations. The initiative provides a market-to-destination framework within the broader effort to distribute visitor activity beyond established tourism centres.
The second strategic move, Shape Experience Platform, will develop the Amazing Thailand brand from a Value for Money Destination toward a Meaningful Destination under the positioning “Healing is the New Luxury.” TAT will introduce the characters “Nong Sukjai” and “Nong Rak Yim” to communicate Thai identity and create emotional connections with travellers.
For domestic tourism, TAT will promote “365 Thai Thiao Thai – Thiao Dai Thang Pi,” encouraging Thai travellers to travel domestically throughout the year. The strategy also includes regionally themed experiences based on local identities, expansion of the UNESCO Thailand Network across 29 areas, and development involving more than 55 community tourism destinations.
TAT will also develop Signature Destination Branding, initially covering Chiang Rai, Ubon Ratchathani, Songkhla, Trat and Samut Songkhram. These destination initiatives form part of the strategy to create differentiated tourism experiences across Thailand’s regions.
The third move, Build New Growth Engine, is focused on converting Thailand’s tourism strengths into additional economic value through four Life Economy growth engines. One component, Theme Product Experience, will develop nine experience groups. The early-2027 launch of “Unseen Luxperience 2027” will target Premium Travellers through hidden gems and private, exclusive experiences connected to Thai textiles, gems and jewellery, Thai massage and Muay Thai.
Well-being Tourism will position Thailand as a Global Health & Healing Destination, structured around Medical Excellence, Science-Based Wellness and Science-Based Local Wisdom. The initiative is built around helping travellers “Heal Better, Live Longer and Feel Better.”
The Festival Economy will position Thailand as a year-round events destination through “365 Days of Celebration.” The programme covers international events, Pride, music festivals, art and design, sport and adventure. TAT will also elevate the Ubon Ratchathani Candle Procession, Nakhon Phanom Illuminated Boat Procession and Sakon Nakhon Christmas Star Parade toward “Must-Experience in Thailand” status.
The fourth move, Transform Together, changes TAT’s role from Tourism Promoter to Tourism Ecosystem Orchestrator, connecting traveller demand with partners across the wider Visitor Economy. The framework covers tourism activities extending beyond conventional leisure travel, including wellness, sport, festivals and other special-interest journeys.
TAT will use Tourism Value Intelligence to analyse visitor and tourism revenue data, supported by 45 domestic offices, two coordination centres and 29 overseas offices. A tourism leadership programme under development will support industry capability and collaboration, while initiatives involving start-ups, technology and AI will focus on improving the traveller journey.
The 2027 strategy is guided by four principles: integrity, safety, quality and experiences. TAT’s stated targets include higher-quality tourism growth, broader distribution of tourism income and stronger community benefits as Thailand advances its goal of becoming “Asia’s No.1 High-Value & Meaningful Destination.”
