The Tourism Authority of Thailand (TAT) has set out its strategic direction for 2026 under the Thailand Tourism Next framework, targeting up to three trillion baht in total tourism revenue as it shifts towards higher-value tourism.
The strategy follows a resilient performance in 2025, when tourism continued to support economic recovery despite global uncertainty. International arrivals reached 32.97 million, including a record 10.8 million visitors from longhaul markets. Arrivals from the UK and the US each exceeded one million for the first time. Domestic travel remained steady, with 202 million trips taken by Thai travellers. Combined tourism activity generated about 2.7 trillion baht in revenue.
At the centre of the 2026 agenda is the Amazing 5 Economy framework, which prioritises value over volume. The Life Economy focuses on wellness and medical tourism, while the Sub-Culture Economy targets niche segments such as film, sports, yacht and cruise tourism, private aviation and creative industries. Night Economy initiatives aim to extend length of stay and spread activity beyond daytime hours. Circular Economy measures embed sustainability and regional income distribution, while the Platform Economy supports digital travel services, e-commerce and cashless systems.
Five marketing strategies support this approach, including strengthening confidence in the Amazing Thailand brand through safety and service standards, positioning Thailand as a premium destination, and enhancing air connectivity through airline partnerships. These are supported by targeted communications, demand management and efforts to spread travel across regions and seasons.
International campaigns include Healing is the New Luxury, positioning Thailand as a year-round destination centred on well-being and cultural experiences. Domestic campaigns continue to promote higher-value travel and reinforce engagement with local destinations. Longhaul markets will be prioritised through experience-led travel and cultural depth, while shorthaul markets will be addressed through market-specific engagement and expanded niche offerings.
These efforts are supported by the development of TAT as an intelligence hub, using digital platforms to connect travellers and tourism operators, alongside initiatives to promote year-round festivals, pilot green destinations and recognised quality and sustainability standards.
TAT governor Thapanee Kiatphaibool said: “Thailand Tourism Next marks a clear shift from recovery to transformation. In 2026, the focus is on elevating quality, restoring balance and creating long-term value for the economy, society and the environment. The three trillion-Baht target reflects confidence in Thailand’s potential and a commitment to growth that is sustainable, inclusive and resilient for the future.”