Thailand’s largest travel trade event “Thailand Travel Mart Plus” brings together global buyers and Thai tourism businesses under the theme “Healing is the New Luxury”
The Tourism Authority of Thailand (TAT) is hosting Thailand Travel Mart Plus (TTM+) 2026 from 10–12 June at the NICE Pattaya Convention and Exhibition Center in Chon Buri, bringing together international buyers, media and tourism industry leaders under the theme “Amazing Thailand: Healing is the New Luxury.”
The annual event highlights Thailand’s strategy to drive tourism through quality experiences, wellness-focused travel, sustainability, and responsible tourism development. The Eastern Region serves as the event’s showcase destination, demonstrating Thailand’s commitment to its “Travel with Care” approach and sustainable coastal tourism.
Speaking at the opening of the event, Surasak Phancharoenworakul, Thailand’s Minister of Tourism and Sports, said TTM+ 2026 reflects the government’s commitment to tourism as a key driver of economic growth. He noted that the event provides a platform for Thai tourism businesses to connect with high-potential buyers, international media and industry partners, while strengthening ASEAN connectivity and regional cooperation. He added that TTM+ creates opportunities for business development, innovation and partnerships that generate economic value and deliver benefits to local communities across the country.
Thailand’s Leading Travel Trade Marketplace
Now in its 23rd edition since launching in 2001, TTM+ remains Thailand’s largest travel trade event and TAT’s flagship business-to-business platform. This year’s edition welcomes 429 international buyers, 428 Thai tourism sellers and more than 100 international media representatives. Organisers expect more than 15,400 business appointments to take place during the three-day event.
TAT Governor Thapanee Kiatphaibool said the event provides an opportunity to demonstrate how Thailand is responding to growing demand for wellness tourism, meaningful travel experiences and responsible tourism products. She said TTM+ 2026 reflects Thailand’s commitment to sustainable tourism growth through the Bio-Circular-Green (BCG) Economy Model, supported by initiatives including Zero Waste to Landfills and Zero Food Waste. The event also aims to strengthen partnerships and create the connections needed to advance Thailand’s tourism industry in a sustainable and responsible manner.
Wellness at the Heart of Thailand’s Tourism Vision
The opening day programme featured seven pre-tour routes across Chon Buri, giving international delegates first-hand experience of the province’s tourism offerings. Activities included the Thailand Tourism Update, business appointments and a TTM Talk themed “Thailand: Your Source of Healing Vitamins.”
The opening ceremony showcased Thailand’s tourism vision through the “5R” concept – Retreats, Rituals, Reels, Rhythms and Relations – combining Thai cuisine, immersive art, cultural performances, live music and networking opportunities along Pattaya’s coastline.
Throughout the event, the Thailand Pavilion presents wellness experiences from all five regions of the country through interactive sensory displays. Visitors can explore regional wellness products and experiences through taste, scent, sound, touch and visual storytelling. Featured experiences include herbal wellness traditions from Northern Thailand, body balance therapies from Central Thailand, salt and herbal treatments from the Northeast, aromatherapy from the Eastern Region, and sea-and-salt therapies from Southern Thailand. Thailand’s growing wellness gastronomy sector is also highlighted through locally sourced ingredients presented in contemporary tasting formats.
Sustainability and Responsible Tourism
A major focus of TTM+ 2026 is sustainable tourism development under the “Travel with Care” initiative. The Product Showcase features five themed zones highlighting environmental conservation, wellness, cultural preservation and marine regeneration. Visitors can explore displays ranging from recycled sea turtle installations and coastal conservation projects to Thai wellness traditions and responsible tourism certification programmes. The exhibition also promotes recognised sustainability standards including CF Hotels, STGs STAR, the Thailand Tourism Awards and Trusted Thailand certification programmes.
TAT has further strengthened the event’s sustainability credentials by expanding initiatives introduced in previous editions. Measures include reducing printed materials, monitoring carbon emissions in partnership with the Provincial Electricity Authority, waste separation and recycling programmes, food donation schemes and the reuse or donation of event materials. These initiatives support Thailand’s long-term goal of achieving more sustainable tourism and advancing towards Net Zero Tourism objectives.
Extending Opportunities Beyond the Trade Show
Following the event, buyers and international media will participate in familiarisation tours across Thailand, designed to showcase emerging destinations and create new tourism business opportunities. The post-event programmes cover five routes across the country, including Rayong and Chanthaburi, Prachin Buri and Nakhon Ratchasima, Nakhon Pathom and Kanchanaburi, Chiang Rai, and Surat Thani and Nakhon Si Thammarat. The tours aim to help international travel professionals develop new itineraries while supporting the distribution of tourism income to destinations beyond Thailand’s traditional tourism hubs.
Looking ahead, TAT confirmed that the next edition of Thailand Travel Mart Plus will be held in Khon Kaen in 2027, continuing its strategy of promoting tourism development across different regions of the country.
