Thailand Targets High-Value Travelers with Wellness Strategy at ITB Asia 2026
TAT Newsroom
Key summary
The Tourism Authority of Thailand (TAT) unveiled its 'Value over Volume' strategy for 2027, focusing on wellness and repeat visitors, at ITB Asia 2026 in Singapore. The event highlighted the 'Healing is the New Luxury' theme with a pavilion showcasing Thai craftsmanship and an AI photo booth. TAT Deputy Governor Kittipong Prapattong emphasized measuring success by journey value. A delegation of 14 businesses from Bangkok, Phuket, Phang-nga, Krabi, and Pattaya attended. Singapore remains a top market, with 673,114 visitors arriving between January and October 2026, where 86% are repeat travelers. TAT is launching four joint promotions in Singapore through early 2027 involving KKday, Klook, Trip.com, and Singapore Airlines.
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Official source
TAT Newsroom
Read original ↗https://www.tatnews.org/2026/10/tat-brings-thailands-high-value-tourism-strategy-to-itb-asia-2026/