Thailand is expanding its ASEAN India+ Shoppers in Thailand 2026 campaign to attract more regional visitors, encourage higher tourist spending and strengthen the country’s position as a shopping and lifestyle destination. The Tourism Authority of Thailand (TAT) has announced the third edition of the initiative, which runs from September to November under the theme “MORE VALUE. MORE THAILAND.”
The campaign offers shopping discounts, dining deals, accommodation benefits and lifestyle privileges across Thailand. By working with retailers, hotels, restaurants and Thai product brands, TAT aims to encourage visitors to spend more during their stays while spreading tourism revenue among businesses of different sizes.
Ms. Parichat Boonclai, TAT Deputy Governor for Marketing Communications, said ASEAN and South Asia remain important markets because of their established travel connections with Thailand, demand for Thai products and potential for repeat visits.
She said the campaign was designed to turn interest in Thailand into actual trips, visitor spending and return visits. Under TAT’s “Value over Volume” approach, the authority is working with commercial partners to increase tourist expenditure and distribute tourism income more widely among Thai brands, small and medium-sized enterprises (SMEs) and local businesses.
Representatives from several major retail and lifestyle groups attended the official announcement, including King Power International, Central and Robinson department stores under Central Group, The Mall Group, One Bangkok, MBK, Siam Piwat and Asiatique The Riverfront.
More than 50 partners are participating in the campaign, offering discounts, vouchers, gifts and exclusive deals at department stores, shopping centres, restaurants, hotels and accommodation providers. Selected privileges are valued at between 500 and 2,000 Thai baht, giving visitors additional incentives to shop, dine and explore destinations across the country.
The campaign combines digital promotion with activities designed to reach travellers before and during their visits. Participating businesses promote the offers through their websites, social media channels and digital displays, while campaign activities are also planned at airports, in Pratunam and in major shopping districts.
Visitors can access the offers by scanning the campaign’s QR code or visiting aseanindiashoppers.com. They can then register, select their preferred privileges and redeem them at participating businesses. On-site staff are available to help visitors understand the registration and redemption process.
The expanded 2026 edition builds on the results of the 2024 and 2025 campaigns, which generated a combined tourism revenue of more than 81 million baht, according to TAT. This year, the authority is widening its target markets beyond established ASEAN and Indian audiences to include travellers from Pakistan, Sri Lanka and Bangladesh.
TAT has set a target of attracting 30,000 participating tourists, generating at least 10 million campaign exposures and delivering no less than 244 million baht in tourism revenue. The initiative is also intended to encourage repeat travel and create business opportunities for retailers, hospitality operators, Thai product manufacturers and SMEs.
Shopping remains an important part of international visitors’ spending in Thailand. According to a 2025 international tourist behaviour survey cited in the campaign announcement, 91.05 per cent of international visitors shopped during their trips, while shopping expenditure increased by 21.04 per cent. Popular purchases included clothing, souvenirs, Thai food products, cosmetics and fragrances.
The campaign comes as Thailand continues to draw substantial numbers of international visitors. TAT reported that ASEAN and India accounted for more than 8.45 million arrivals to the country in 2026 to date. Between 1 January and 30 September, Thailand recorded 23.4 million international arrivals and more than 153.96 million domestic trips, generating approximately 2.04 trillion baht in tourism revenue.
For the full year, TAT forecasts 33 million international arrivals and total tourism revenue of 2.65 trillion baht. The ASEAN India+ Shoppers in Thailand 2026 campaign forms part of the authority’s efforts to support those targets by encouraging visitors from nearby markets to spend on retail, dining, accommodation and other lifestyle experiences.
The expanded programme also reflects a broader focus on the economic value of tourism, with TAT seeking to generate more spending from visitors while creating opportunities for businesses beyond the country’s largest retail groups. Its results will depend on how effectively the offers translate into actual purchases, additional travel and repeat visits across Thailand.
