The Tourism Authority of Thailand (TAT) hosted the Amazing Thailand Networking Event at ITB Berlin 2026 on Wednesday, 4th March.
The event was attended by members of the international media, global trade partners, and key stakeholders at Messe Berlin during the 60th anniversary edition of the world’s leading travel trade fair,.
As such, it served to reinforce Thailand’s strategic shift toward a Value over Volume growth model.
The networking session provided a strategic platform for TAT to outline the next phase of Thailand’s tourism development, placing Value over Volume at the centre of strategic direction, with emphasis on quality revenue, long-term sustainability and meaningful travel experiences.
The event also highlighted Thailand’s dynamic experiences, with Bangkok leading in culture, creativity and innovation.
Thai tourism enters its post-recovery phase
During the strategic briefing, TAT governor Thapanee Kiatphaibool highlighted Thailand’s strong 2025 tourism recovery, with over 32.9 million international arrivals generating 41.3 billion Euros in revenue.
Long-haul markets exceeded ten million arrivals for the first time, contributing 18.5 billion Euros, with Germany ranking among the top five long-haul source markets at 965,898 visitors, highlighting Thailand’s appeal as a high-quality, long-stay destination.
Looking to 2026, TAT is firmly advancing its Value over Volume strategy, prioritising quality revenue, meaningful experiences and long-term sustainability that benefits local Thai communities and partners alike, targeting 81 billion Euros in total tourism revenue.
Experiences matter
To drive long-haul growth, TAT is developing experience-led products in events, sports tourism, and authentic local journeys, while collaborating closely with international partners to elevate ‘Thainess’ and deliver hospitality services that exceed expectations.
This is bolstered by a proactive Airline Focus strategy to ensure year-round access and even visitor distribution, creating meaningful and sustainable benefits for destinations and communities.
Central to this direction is the global communication ‘Healing is the New Luxury’ concept, redefining luxury through time, balance, and emotional well-being via Thailand’s cuisine, coastal retreats, spiritual journeys, creative districts, and community connections.
TAT is further amplifying this direction through a high-impact international collaboration. The “Healing Journey Thailand” with British artist Henry Moodie positions Thailand as a restorative long-haul destination.
