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TAT launches Thailand Co-creator journeys
The Tourism Authority of Thailand (TAT) is set to launch the Thailand Co-creator programme from 23 to 25 January, with a global content rollout planned for February. This initiative aims to enhance Thailand's image as a quality leisure destination through wellness-driven storytelling. The programme, part of the Trusted Thailand platform, seeks to translate strategic policy into immersive travel experiences, focusing on trust, wellbeing, and authentic local experiences. According to Nithee Seeprae, TAT Deputy Governor for Marketing Communications, the programme will leverage credible voices to communicate Thailand's strengths in quality, safety, and hospitality. "Through Thailand Co-Creator, we are working with credible voices who can communicate Thailand's strengths in quality, safety, and hospitality in a way that resonates with today's travellers," he stated. The initiative features Thai celebrity Mean Phiravich Attachitsataporn and over 20 other celebrities and influencers from countries including China, Japan, and Australia. These figures will participate in curated travel experiences across five routes, each highlighting different aspects of Thailand's diversity through a wellness lens. Destinations include Kanchanaburi for nature-based activities, Chiang Mai-Lampang for cultural continuity, and Songkhla for culinary culture. The programme's content will be shared across digital platforms, aiming to generate at least 100 million impressions worldwide. This effort underscores Thailand's positioning as a trusted, high-quality leisure destination, offering meaningful travel experiences for short-haul travellers. ```
Tourism Authority of Thailand reaffirms suport for marine tourism development
The Tourism Authority of Thailand (TAT) reaffirmed its support for advancing marine tourism development and strengthening regional cooperation across Southeast Asia, reinforcing Thailand’s role as a regional marine tourism hub. The agency made the announcement at the conclusion of the successful Thailand Boat Festival 2026 which was staged from 15th to 18th January at Phuket Boat Lagoon. The four-day international marine event served as a strategic platform uniting public and private stakeholders to accelerate collaborative development and expand high-potential niche markets, while showcasing world-class tourism products and services across yacht tourism, marinas, charter services, shore excursions, destinations, and supporting services. The programme also enabled structured exchanges among operators from Thailand, Indonesia, and Malaysia to shape a systematic roadmap for regional marine tourism development, with focus on connectivity, standards, and sustainable growth. TAT deputy governor for tourism products and business Nat Kruthasoot remarked: “Thailand Boat Festival 2026 demonstrated the strength of Thailand’s marine tourism ecosystem and the importance of regional collaboration. TAT supports this platform because it brings industry leaders, policymakers, and operators together to strengthen connectivity, elevate tourism products, and drive sustainable growth. The event reflects our expectation that collaboration across the marine tourism sector will deliver high-quality experiences and long-term value for Thailand.” Advancing marine tourism across borders As part of the programme, TAT convened national tourism offices and organisations under the Indonesia–Malaysia–Thailand Growth Triangle (IMT-GT) framework, comprising Indonesia, Malaysia, and the Centre for Indonesia-Malaysia-Thailand Growth Triangle (CIMT), to advance cross-border marine tourism cooperation and highlight seamless connectivity across the subregion. The panel session Unlocking Thailand’s Potential as a Leading Marine Tourism Destination in Southeast Asia on 16th January established Thailand’s readiness to advance regional marine tourism through workforce development, high-quality products, and integrated cross-border connectivity. TAT executive director for the Southern Region Wajanan Silpawornwiwat underscored the Andaman Coast’s role as a strategic gateway linking cruise, yacht, and ferry travel with Indonesia and Malaysia, alongside the importance of skilled personnel development and community and environmental benefits. Meanwhile, Siwaphon Thamwapi of Thailand’s Department of Tourism highlighted efforts to strengthen the marine tourism ecosystem through standards, workforce development, and quality assurance aligned with international best practices. Wattana Choksuvanich, chairperson of the Thai Cruises Business Association, pointed to Phuket, Krabi, and Satun as key gateways enabling world-class yacht experiences linked with Langkawi, Penang, and Sabang under the IMT-GT framework. Regional perspectives were also shared during the panel IMT-GT as a Dreamed Destination for Quality Yacht Experience on 17th January, highlighting strategic readiness and opportunities to position the subregion as a cohesive marine tourism destination.
Thailand retains global appeal as Amazing 5 strategy shifts from mass tourism to quality tourism
In the context of global tourism, Thailand comes up as a prime example of how promotion and implementation can be interwoven to produce exceptional results. Consider this: despite a 7.23 percent year-on-year decrease, this Southeast Asian nation still welcomed a total of nearly 33 million foreign visitors as of 31st December 2025, earning around US$86.6 billion in tourism revenues. While the country’s high-profile tourism campaigns have helped the numbers along over the years, it has to be said that Thailand has also constantly worked on the infrastructure, human resources, and soft power to keep visitors coming and coming back for more. It all started after a crisis… To put things into perspective, we go back to the late ‘90s, particularly the years immediately after the 1997 Asian economic bubble burst. It may be recalled that the Thai economy was one of the hardest hit by the crisis and, as a means of stimulating economic revival, the government turned to tourism. The original Amazing Thailand campaign was the result: a two-year campaign to run from 1998 to 1999, coinciding with the 72nd birthday of King Rama IX (HM Bhumibol Adulyadej) as well as the 1998 Asian Games in Bangkok. Amazing Thailand’s original schema was characterised by Nine Facets of Travel, highlighting various aspects of the country’s culture and traditions against a powerful aesthetic that appealed to the senses. The campaign was so successful that it would be augmented over the years with related thematics casting the spotlight on different focal points, ranging from 2014’s It Begins with the People and 2022’s Amazing New Chapters, to the most recent ones 5 Must-do in Thailand and the 2026 theme Healing is the New Luxury. Nearly three decades since its initial implementation, Amazing Thailand is still going strong and its global impact continues to shine. As it evolves, it incorporates different facets of the nation’s history, culture, and economy, casting the spotlight on different parts of Thailand year after year. Strategy + infrastructure = success In our coverage of tourism throughout Asia and the world, we have pointed out that not all tourism campaigns have delivered the expected results for their countries of origin. Which thus begs the question: what is Thailand doing right, and how have they been able to sustain it for nearly three decades? Synergy is the one answer we can think of here; specifically, the synergetic relationship between a powerful promotional campaign and the relevant infrastructure necessary to transport, house, feed, engage, and entertain a massive influx of foreign travellers year after year. Tourists see this in Thailand’s extensive range of tourism infrastructure initiatives over the course of the past several decades. The aviation sector, in particular, is beginning to reap the benefits of TAT’s Airline Focus Strategy which seeks to raise the number of long-haul tourist arrivals by teaming up with global airlines for new routes. At the same time, Thailand continues to improve its airports in terms of capacity, as well as service and facility quality, seeking to double the former between now and 2027. Another point of consideration is that Thailand ensures that tourists get to see the entire country, as opposed to promoting just one or two major cities. In recent years, this has meant optimising the use of social media and key opinion leaders to promote secondary cities, thus bringing the glories of places like Chiang Rai, Chon Buri, Chanthaburi, and Sakon Nakhon to the rest of the world. Add in the fact that TAT has been actively promoting key events and festivals on both domestic and international levels, and you have a synergetic tourism model that works. Contemplating the Amazing 5 As this year marks a landmark 28th year for the Amazing Thailand initiative, Thailand's tourism promotion strategy also continues to evolve, with this year's thematic taking on a slant towards the national economy. Last 12th January, the public relations arm of the Thai government announced the national tourism goal of US$95 billion in tourism revenues for this year. Central to the attainment of this goal is a strategy referred to by the Tourism Authority of Thailand (TAT) as its Amazing 5 Economy concept for 2026. As a continuing offshoot of the original Amazing Thailand concept, this most recent development has five focal points for targeted marketing: Life Economy Centering on the Healing is the New Luxury thematic, this aspect positions Thailand as a hub for wellness and medical tourism. As such, the Life Economy aspect involves enhancement and development of products and services related to both physical and mental health, a broad spectrum that covers both traditional modalities and state of the art treatments; Sub-Culture Economy This aspect targets luxury and high net worth travellers, a niche which has seen significant growth in recent years. Indeed, a February 2025 report from the Asian Development Bank’s Greater Mekong Subregion Secretariat shows that luxury tourism alone brought in between THB60 and 70 billion as of end-2023 and TAT sees the sector growing at a maximum compound rate of ten percent per annum; Night Economy Tourism is anything but a 9 to 5 thing, and this aspect of Thailand’s tourism strategy means extending its hours well into the night. But rather than the more 18+ market, the Night Economy here refers to safe and fun nightlife along with extensive dining and entertainment experiences not only in hubs like Bangkok, Phuket, and Chiang Mai, but also spilling into lesser-known but equally interesting locations throughout the country; Circular Economy Sustainability lies at the core of the Circular Economy aspect as it puts an emphasis on the efficient utilisation of available tourism resources via the principles of upcycling and recycling, giving back to host communities in a variety of ways, and boosting local economies through initiatives promoting traditional crafts and specialities; and Platform Economy The beauty of Thai tourism promotion may be further attributed to the way it has integrated technology into its framework. In this case, the Platform Economy facet of the Amazing 5 refers to ensuring seamless travel experiences by way of integrated online platforms for purchasing, selling, and payment. By making things more convenient for both domestic and global travellers, Thailand makes the experience safe, comfortable, and enjoyable. All things considered, Thailand has hit upon a winning formula for tourism success and continues its winning streak thanks to the way it considers all its aspects to draw in the world's attention.
Tourism Authority of Thailand reports great outcomes from MATKA 2026
The Tourism Authority of Thailand (TAT) achieved strong outcomes from its participation at the recently-concluded MATKA Travel Fair 2026 held in Helsinki, Finland. During the fair which ran from 15th to 18th January, TAT reinforced Thailand’s positioning as a high-quality, value-led destination for Nordic travellers. TAT governor Thapanee Kiatphaibool pointed out how the Nordic market remains strategically important to Thailand’s long-term tourism development. She said: “Participation at MATKA Travel Fair 2026 reflects TAT’s clear direction towards quality growth. Through the Airline Focus Strategy and close collaboration with airlines and trade partners, accessibility is being strengthened while Thailand’s tourism offering is aligned with evolving traveller expectations for wellness, sustainability, and meaningful experiences.” TAT’s participation at MATKA Travel Fair 2026 was supported at the diplomatic level, with the official opening of the Thailand Pavilion presided over by Thai ambassador to Finland Worawoot Pongprapapant. The pavilion served as a platform for tourism information, B2B negotiations among five Thai tourism operators and Northern European partners, and a networking session that engaged more than 30 Finnish media representatives and tour operators. Stronger ties through air connectivity TAT placed the Airline Focus Strategy at the centre of participation, advancing coordinated marketing activities and strategic discussions with airline and travel partners to strengthen air connectivity and improve travel convenience to Thailand throughout 2026. Engagements covered discussions with leading Nordic travel stakeholders such as Finnair, Turkish Airlines, Tjäreborg, Aurinkomatkat, Ikkunapaikka, and Rantapallo, alongside ongoing cooperation with airline partners including Thai Airways International, Bangkok Airways, Finnair, SAS, Norse Atlantic Airways, and TUI Airways, with a shared objective of expanding flight frequency and market access to Thailand. The effectiveness of the Airline Focus Strategy was reflected in visitor performance, with tourist arrivals from Finland reaching 93,906 in 2025, while arrivals from the wider Nordic and Baltic markets totalled 667,890, representing a 10.42 percent increase. The results underscore the impact of sustained strategic collaboration between TAT, airline partners, and tourism businesses. Where wellness and soft power matter TAT likewise reiterated its new global marketing campaign Healing is the New Luxury during the event, underscoring the shift towards value-based travel aligned with global health and sustainability trends. The campaign positions Thailand as a year-round destination for physical and mental rejuvenation while supporting balanced, resilient tourism growth. TAT also showcased Thailand’s Soft Power through traditional performances representing all four regions of the country, alongside Muay Thai workshops and Thai handicraft activities, strengthening engagement and brand recognition across multiple visitor segments.
Thailand rolls out new travel safety video series
Thailand’s Ministry of Tourism and Sports launched a new three-video series showcasing the country’s travel safety and assistance on Wednesday, 14th January. The initiative aims to strengthen traveller confidence through relatable, real-life situations. The short-form videos highlight how the Tourist Assistance Center and Tourism and Sports Volunteers support visitors when unexpected challenges arise, from finding their way in unfamiliar surroundings to recovering misplaced belongings and receiving timely help when it matters most. The three-video series is being rolled out sequentially across digital platforms, forming part of the Ministry of Tourism and Sports’ ongoing efforts to enhance travel confidence, safety awareness, and positive perceptions of Thailand as a welcoming and secure destination for global travellers. Everyday moments Presented through human, everyday moments and voices from travellers of different nationalities, the series reflects Thailand’s long-standing reputation for warmth, care, and hospitality. Developed for international audiences and digital platforms, the initiative reinforces Thailand’s readiness to support travellers throughout their journey, ensuring peace of mind alongside memorable travel experiences. The videos underline the role of the Tourist Assistance Center as a reliable point of contact, available to assist visitors wherever they travel in the country.
Thailand set to host initial round of 2026 MotoGP World Championship
The Tourism Authority of Thailand (TAT) confirmed that Thailand is hosting the opening round of the 2026 MotoGP World Championship. Slated for 27th February to 1st March at the Chang International Circuit, this will be the second consecutive year that Thailand plays host to the initial rounds of the global sporting event. This distinction underscores Thailand’s proven capability to deliver world-class international sporting events. According to TAT governor Thapanee Kiatphaibool: “MotoGP represents far more than a single sporting fixture for the country. The championship is a global event that attracts high-quality visitors, particularly motorsport enthusiasts who travel in groups, stay longer and continue their journeys to other parts of Thailand. This pattern of travel helps generate tangible income for local communities while broadcasting a positive image of Thailand to audiences in more than 200 countries worldwide.” Engines will roar in Buri Ram The PT Grand Prix of Thailand 2026 will be staged in Buri Ram under the leadership of the Sports Authority of Thailand and the Ministry of Tourism and Sports, in collaboration with public and private sector partners including the Tourism Authority of Thailand (TAT), the Department of Land Transport and the Road Safety Fund, alongside leading industry supporters from motorsport, energy, mobility and hospitality sectors. Now entering its seventh year as a host nation, Thailand MotoGP has become a cornerstone of the country’s sports tourism strategy. The extended hosting agreement through 2031 enables long-term planning and delivery, ensuring consistent standards, strong international visibility and sustainable economic impact for host communities and surrounding provinces. The World Championship programme in Buri Ram will feature all three premier racing classes MotoGP, Moto2 and Moto3. The PT Grand Prix of Thailand 2026 is projected to attract more than 220,000 spectators and generate no less than five billion Baht in tourism-related revenue. With live broadcasts reaching global audiences across more than 200 countries, the event continues to position Thailand as a trusted, capable and distinctive host of world-class sports events, reinforcing its standing as a leading destination for international motorsport and high-value travel. Beyond racing Aside from the actual races, the event will also serve up a full calendar of fan and family experiences. Visitors can expect rider meet-and-greet sessions, live entertainment at Chang Music Connection, interactive spectator zones and curated activities that highlight Thai culture and regional identity, transforming the race weekend into a major international motorsport festival. TAT will further enhance the visitor experience through the “5 Must Do in Thailand” framework, weaving Must Taste: Thai cuisine and local Buri Ram dishes, Must Try: sports and cultural activities alongside world-class competition, Must Buy: local community handicrafts and Thai souvenirs, Must Seek: new experiences through sports tourism and community lifestyles, and Must See: tourist attractions, Thai culture, and the unique MotoGP competition atmosphere.
Tourism Authority of Thailand outlines strategic direction for 2026
The Tourism Authority of Thailand (TAT) outlined the strategic direction for 2026 under the banner Thailand Tourism Next yesterday, 12th January. The new outline sets a clear course towards higher-quality, value-led tourism with a target of generating up to three trillion Baht in total tourism revenue. According to TAT governor Thapanee Kiatphaibool: “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.” A performance-based plan The strategy builds on Thailand’s resilient tourism performance in 2025, when the sector continued to support national economic recovery despite global uncertainty. International arrivals reached 32.97 million, driven by a record 10.8 million visitors from long-haul markets. At the core of the 2026 agenda is the Amazing 5 Economy framework, which redefines tourism growth through a Value over Volume approach. The Life Economy strengthens Thailand’s position in wellness and medical tourism, while the Sub-Culture Economy targets high-potential niche segments including film, sports, yacht and cruise tourism, private aviation and creative communities. Night Economy initiatives aim to extend length of stay and distribute activity beyond daytime hours, while Circular Economy principles embed sustainability and regional income distribution. Platform Economy development focuses on seamless digital travel, e-commerce and cashless solutions to enhance the visitor experience. These pillars are reinforced by five focused marketing strategies designed to drive quality tourism and sustainable returns. The approach prioritises confidence in the Amazing Thailand brand through world-class safety, hygiene and service standards, positions Thailand as a premium destination, and strengthens competitiveness via Airline Focus Partnerships. This is supported by in-market and fragmented communications to keep Thailand top of mind, alongside active demand management to balance domestic and international markets and disperse travel across regions and seasons. Communication matters With regard to international marketing, TAT is advancing its overarching thematic Healing is the New Luxury, positioning Thailand as a year-round destination for restoration, emotional wellbeing and culturally grounded experiences. In the domestic market, Suk Thun Tee, Tee Tiew Thai continues to stimulate high-value travel while reinforcing pride in Thai destinations. These narratives are complemented by ongoing efforts to elevate Thailand’s profile as a world-class filming destination under Amazing Film Location Thailand, and are amplified through collaboration with global media, digital platforms and leading business partners. Global market foci For international markets, TAT will prioritise long-haul travellers through the NIYOM strategy, reinforcing Thailand’s appeal through New experience-led journeys, Inclusive hospitality standards, readiness as a Year-round destination, strong cultural Originality and a focus on Meaningful travel. Short-haul markets will be addressed through deeper market-specific engagement, expanded niche and high-value segments, and the introduction of new travel themes and destinations to support balanced tourism growth. This international market approach is underpinned by the evolution of the TAT into an Intelligence Hub, advancing a Digital Tourism Ecosystem that connects demand and supply. On the demand side, this includes enhanced access to high-quality travellers through the Amazing Thailand SuperApp and AI-driven traveller matching. On the supply side, a national Stakeholder Portal enables tourism operators nationwide to present products and services more effectively, strengthening a resilient and sustainable tourism ecosystem over the long term.
Global star LISA is the newest brand ambassador for the Amazing Thailand campaign
The Tourism Authority of Thailand (TAT) kicked 2026 off with the announcement that global superstar Lalisa “LISA” Manobal is the new face of its long-running Amazing Thailand campaign. The tourism board released a teaser for its Feel All The Feelings TV commercial, the first to feature LISA as campaign ambassador. The ad shows off Thailand's renewed beauty and unique identity as reflected through LISA's perspective, inviting global travellers to experience the full spectrum of emotions the country has to offer. Indeed, through LISA’s eyes, Thailand is more than a mere destination: it is a place rich with stories of beauty, excitement, enjoyment, and happiness found at each location. Where everyone is welcome Everyone is more than welcome to join in the anticipation and experience for themselves previously unknown Thai destinations now recognized as Quality Destinations. In this context, LISA acts as a pathfinder on a journey towards embracing an entirely new travel experience. The full version of the Feel All The Feelings film is scheduled for release via a launch event on 28th of January.and may subsequently be viewed through official Amazing Thailand channels online.
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Thailand Tourism Forum (TTF) 2026 – 15th Annual Edition
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