TAT’s Chiravadee Khunsub presents Thailand’s tourism agenda for 2026

Chiravadee Khunsub, deputy director for worldwide advertising in Europe, the Americas, Middle East, and Africa on the Tourism Authority of Thailand (TAT) introduced the nation’s tourism targets for 2026 yesterday, twentieth November.

Khunsub introduced the agenda on the opening of journey tech agency Dida’s occasion Dida Engage: Thailand on the Siam Pavali Grand Theatre at Siam Paragon.

According to Khunsub, her mandate for talking on the occasion was to place Thailand as a high-level, trusted, and year-round vacation spot, notably for long-haul travellers within the coming 12 months.

She declared in her remarks: “Travel has made a remarkable comeback, so we see it in terms of numbers and also in terms of the revenues that Thailand earned in 2024. This year, we have also had a good number of tourists, especially from the long-haul market. Our revenue is definitely increasing, as well.”

Khunsub talked about that Thailand started to attain the standard and worth of its present tourism choices way back to three years in the past, displaying stunning resilience and adaptableness regardless of the ravages of the pandemic, present geopolitical and geoeconomic points, speedy technological development, in addition to the affect of local weather change.

Current traits in Thai tourism

The deputy director for worldwide advertising likewise introduced a number of traits at the moment holding sway with regard to Thai tourism on each home and world ranges.

She stated: “Firstly, travel will be hyper-personalised. Second, technology is a big player as data, AI, automation and digital identities shape each journey from entry to exit. Third, sustainability is no longer optional.”

Khunsub defined that rules such because the European Union’s Corporate Sustainability Due Diligence Directive (EU-CSDDD) and world carbon reporting have remodeled the best way airways, resorts, and locations function in response to the heightened clamour for sustainable tourism. 

In which case, going native when it comes to tourism is gaining higher enchantment and acceptance, given how travellers are looking out for genuine experiences that not solely help native communities, but in addition protect a rustic’s cultural heritage while instantly benefitting grassroots economies.

Khunsub continued: “Fourth, wellness and longevity will drive a trillion-dollar global market. People will travel to feel better, live longer, and reconnect with themselves. It’s a trend that aligns with Thailand’s own emphasis on health and wellness. Fifth, a growing number of travellers will opt to work and travel simultaneously through their work-from-anywhere lifestyle.”

She additionally identified how world tourism is changing into more and more aggressive, and Thailand must amp up its sport, given how its neighbours are stepping up theirs.

Khunsub stated: “Travellers are now more aware, more informed, and more environmentally conscious than ever. Within this decade, the tourism sector becomes a world where Thailand must shift from volume to value, from good to exceptional, and to becoming a destination with heart, soul, and purpose.”

The imaginative and prescient for 2026

TAT forecasts that as much as 34.9 million worldwide guests can be making their approach to Thailand within the coming 12 months.

The company likewise expects development within the sector to proceed step by step and steadily, reflecting a give attention to high quality quite than a speedy spike in amount.

With regard to income, Thailand’s 2026 goal stands at 1.6 trillion baht from worldwide tourism alone and a pair of.8 trillion baht in complete due to home tourism as Khunsub predicts over 210 million home journeys, prioritising income per customer quite than uncooked headcount with an emphasis on lengthy stays versus quick low-yield journeys.

This would lead to a contribution of round eight p.c to Thailand’s complete income for 2026. , contributing round eight p.c to the nationwide financial system.

With these numbers in thoughts, Khunsub introduced that TAT’s marketing campaign for the approaching 12 months will centre on the theme Amazing Thailand: Healing is the New Luxury.

The theme displays a profound shift in traveller behaviour whereby luxurious is now not outlined by worth, however by peace, well-being, authenticity, expertise, and time.

Khunsub declared: “Thailand is uniquely positioned to lead this movement. Thailand can be more than a destination; we can be a global centre for wellness and longevity. We can be a creative and cultural powerhouse. We can be a hub of themes, sports, festivals, and global events.”

She added that it can be crucial for Thailand to change into a regional aviation and logistics hub.

Also, as the way forward for tourism is dependent upon individuals, Thailand is investing in service excellence, digital abilities, public-private collaboration, and innovation to raise the whole sector.

Khunsub stated: “If we look ahead, inclusive tourism is very important. This is a kind of nation-building, so this part is very important as it is the challenge that we are facing now. But this is also an opportunity for us to grow stronger, to become a Thailand that is not just a top destination, but a destination with heart.”

An evolving vacation spot

For Khunsub, Thailand might remodel itself over time right into a vacation spot characterised by zero-carbon / low-carbon journey, the place each expertise is seamless and personalised.

She stated: “Thailand can become a place where there are thriving communities that collaborate on the type of tourism where nature is restored and not depleted; where every visitor feels the warmth, the creativity, and generosity of the Thai people.”

In which case, Khunsub sees the necessity for a basic name to motion with regard to a collaborative method in the direction of the longer term improvement of Thai tourism.

As she places it: “The way forward for Thai tourism is not going to be written by one company or by one chief. It can be written collectively by the federal government, business, communities, world companions, and the individuals of Thailand. We have creativity, we now have tradition, we now have expertise, and we now have the spirit of very excessive hospitality.

Khunsub known as on the viewers to help the 2026 Healing is the New Luxury marketing campaign, transferring ahead with confidence, collaboration, and conviction.

She concluded by saying: “Let us create a future where Thailand remains not only amazing, but inspiring, meaningful, sustainable, and truly unforgettable.”