TTM+2026 – Wellness, gastronomy, sustainability and major international events drive Thailand’s “Value over Volume” tourism vision
The Tourism Authority of Thailand (TAT) has outlined its future tourism strategy during the Thailand Tourism Update at Thailand Travel Mart Plus (TTM+) 2026, taking place from 10–12 June at the NICE Pattaya Convention and Exhibition Center. The presentation highlighted Thailand’s commitment to quality-led tourism growth through wellness, meaningful travel experiences, sustainability, and stronger international partnerships under its “Value over Volume” strategy.
TTM+ 2026 Supports Quality Tourism Growth
Speaking at the event, Mr. Nithee Seeprae, Deputy Governor for Marketing Communications at the Tourism Authority of Thailand, said TTM+ remains Thailand’s premier travel trade platform, bringing together international buyers, tourism businesses, media, and industry partners. He explained that the Value over Volume strategy focuses on generating greater economic benefits, creating more meaningful visitor experiences, and delivering wider advantages for local communities and tourism businesses. The approach also reinforces Thailand’s position as a leading destination for responsible and sustainable tourism.
Tourism Performance Remains Strong
Thailand’s tourism industry continues to perform strongly despite changing global economic conditions and evolving traveller expectations. As of 2 June 2026, the country had welcomed more than 14 million international visitors, generating approximately 679 billion Baht in tourism revenue. Building on this momentum, TAT is targeting total tourism revenue of 2.65 trillion Baht in 2026 from domestic and international travel combined. The authority expects international arrivals to reach 33 million visitors during the year.
“Healing is the New Luxury”
A central pillar of Thailand’s tourism strategy is the concept of “Healing is the New Luxury”. Under this direction, Thailand is positioning itself as a destination where travel contributes to personal wellbeing through nature, culture, gastronomy, wellness, local experiences, and the country’s renowned hospitality. The campaign aligns closely with the Value over Volume strategy and responds to growing demand from travellers seeking balance, restoration, personal growth, and peace of mind.
For long-haul markets, TAT is promoting transformative travel experiences focused on self-investment and personal enrichment. In nearby markets, the focus is on convenient and uplifting short breaks centred around food, entertainment, and relaxation. Domestically, TAT continues its partnership with global music star Lalisa Manobal through the Amazing Thailand x LISA “Feel All the Feelings” campaign, linking travel with emotion, contemporary culture, and national pride.
Major Events Drive Year-Round Tourism
Events and festivals remain a key component of Thailand’s tourism strategy, helping to attract visitors throughout the year while strengthening destination identity. Major international events include InterPride 2026 and the Global Wellness Summit 2026 in Phuket, alongside the 2026 IMF–World Bank Group Annual Meetings and Pride Show Bangkok 2026.
Pattaya is also preparing to host internationally recognised events such as Tomorrowland Thailand and Wonderfruit. The country’s active tourism offering continues to expand through events including the Amazing Thailand Marathon Bangkok 2026, HYROX competitions, and Spartan Race Thailand. Meanwhile, cultural celebrations such as the Vijit Chao Phraya 2026, Phi Ta Khon Festival, Ubon Ratchathani Candle Festival, and the Illuminated Boat Procession continue to showcase the country’s rich heritage.
Wellness Sector Continues to Expand
Wellness remains one of Thailand’s fastest-growing tourism sectors. The country’s wellness economy was valued at approximately US$42.7 billion in 2024, with further growth expected as the global wellness market approaches US$7.9 trillion by 2026. Thailand combines traditional wellness practices, natural healing environments, modern medical expertise, and world-class hospitality. The sector now extends beyond spa and relaxation experiences to include longevity programmes, preventive healthcare, mindfulness retreats, fertility treatment, aesthetic medicine, and medical tourism.
Gastronomy Strengthens Destination Appeal
Food tourism continues to play a major role in Thailand’s international appeal. Bangkok remains one of the world’s leading culinary destinations, while the inclusion of Songkhla in the UNESCO Creative Cities Network for Gastronomy has further strengthened Thailand’s global reputation. Expanded coverage by the Michelin Guide and the development of regional food routes are also helping to promote local culinary traditions and regional identities.
Promoting Responsible Tourism Through “Travel with Care”
TAT is also encouraging visitors to embrace its “Travel with Care” philosophy, which promotes tourism that benefits local communities, protects natural resources, and creates positive social impact. Several initiatives support this approach, including the Thailand Tourism Awards, the STGs STAR Rating System, the CF Hotels platform, and Trusted Thailand. Together, these programmes provide recognised standards for sustainability, transparency, safety, and service quality.
Eastern Thailand Showcase at TTM+ 2026
The themes of wellness and sustainability are reflected throughout TTM+ 2026. Visitors can explore Nature Care and Self Care experiences showcasing the Eastern region’s beaches, wellness products, local wisdom, and TAT Certified tourism services. Among the featured innovations are the Pattaya Delight Journey body scrub, inspired by local desserts, and a sea-glass souvenir workshop highlighting local creativity and sustainability.
Sustainable Destination Development
Thailand continues to make progress in sustainable tourism development. The country now has 19 destinations recognised by the Green Destinations Foundation. One of the leading examples is TAT’s regenerative tourism programme in Krabi, which focuses on marine conservation, community participation, and low-impact tourism experiences. Highlights include Ko Lanta, recognised among the 2025 Green Destinations Top 100 Stories, as well as mangrove restoration projects, rainforest trails within Khao Phanom Bencha National Park, visits to Huai To Waterfall, and kayaking experiences at Klong Root. TAT is also extending its regenerative tourism model to Chiang Mai, building on the province’s distinctive Lanna heritage, local culture, and diverse tourism assets.
Looking Ahead
The themes presented during the Thailand Tourism Update are reflected throughout TTM+ 2026, from business appointments and destination showcases to wellness presentations, TTM Talks, and Travel with Care experiences. Together, they demonstrate Thailand’s commitment to a tourism future that is quality-led, wellness-focused, sustainable, and aligned with the expectations of modern international travellers. Value over Volume strategy links wellness, world events, gastronomy, and ‘
Event Website: https://www.thailandtravelmartplus.com
