TAT Unveils Five Tourism Priorities for 2027 at Bangkok Event

Key summary

Bangkok, 28 October 2026 – The Tourism Authority of Thailand (TAT) announced five strategic tourism product priorities for 2027 during the 'Thailand Nextperience: Tourism Product Highlight 2027' event held on 20 October at Pullman Bangkok King Power. Under the 'Transform Together' strategy and guided by a 'Value over Volume' approach, TAT aims to achieve at least 5% tourism revenue growth in 2027 while positioning Thailand as a High-Value & Meaningful Destination.

The five priorities are:

1. Wellness and Longevity Tourism: Framed as 'Healing is the New Luxury', this category integrates medical expertise, traditional knowledge, and natural resources into three sub-categories: Heal Better (treatment/recovery), Live Longer (preventive healthcare/longevity), and Feel Better (wellbeing via nature/sport). Key initiatives include the Siriraj Sappaya Sathan Thai traditional medicine centre and 'The Wave of Healing' surf therapy in Phang-nga.

2. Festival Economy: Leveraging a '365 Days of Celebration' concept to drive year-round travel, this priority highlights major events such as Pride Month, Tomorrowland Thailand, EDC Thailand, S2O, Wonderfruit, VIJITR Thailand, The Night by Amazing Thailand, and the Amazing Thailand Marathon. Regional Signature Events include the Ubon Ratchathani Candle Festival, Nakhon Phanom Illuminated Boat Procession, and Sakon Nakhon Christmas Star Parade.

3. Creative Economy: This sector transforms cultural heritage into participatory experiences through three groups. 'Meaningful Love Journey' offers 55 products and four routes for couples across Spiritual, Cultural, Nature, Wellness, and Everyday Romance themes. 'Soul of Siam' focuses on premium craftsmanship including gems, textiles, and art. 'Creatrip Thailand' connects visitors to local creativity via five concepts: Feel the Art in Soi, Feel the Inspiration, Feel the Crafted Community, Feel the Flavor, and Feel the Local Fun.

4. Sustainable and Regenerative Tourism: Focusing on reducing environmental impact while supporting local ecosystems, TAT presented the Chiang Mai Prototype as a new model for responsible tourism development, building on the Krabi Prototype to connect natural attractions with Lanna heritage.

5. Trusted Thailand: This initiative centers on quality, safety, and service standards through TAT Certified programs like TAT STGs STAR, CF-Hotels, and the Thailand Tourism Awards.

TAT Governor Ms. Thapanee Kiatphaibool stated that the next chapter of Thai tourism must be defined by experience value and social benefits. The event also featured discussions on changing traveller behaviour with Dr. Dissapong Panithaporn (dermatologist) and Thaworn Passornsirikul (founder of The Gaijin Trips). Further details are available via TAT's Tourism Product 2027 platform, the Amazing Thailand Facebook page, and Contact Center 1672.