Thailand’s high-value tourism strategy is taking centre stage at ITB Asia 2026 in Singapore, as the country’s tourism authority seeks to attract higher-spending visitors, encourage repeat travel and promote destinations beyond its established tourism hotspots.
The Tourism Authority of Thailand (TAT) is presenting its latest approach under the theme “Healing is the New Luxury” at the travel trade event, which runs from 21 to 23 October at Marina Bay Sands in Singapore. The initiative supports Thailand’s 2027 “Value over Volume” direction, which places greater emphasis on the value tourism creates for travellers, businesses and local communities rather than visitor numbers alone.
Thailand is participating in ITB Asia for the 19th time, bringing 14 Thai tourism businesses to the event to develop commercial partnerships and promote new travel experiences to international buyers.
Kittipong Prapattong, TAT Deputy Governor for International Marketing for Asia and the South Pacific, said the country was adapting its tourism offering to changing traveller preferences while creating more opportunities for businesses and local communities.
“Thailand’s tourism success should be measured by the value each journey creates for travellers, businesses and local communities,” Kittipong said. He added that collaboration with industry partners would help turn emerging travel preferences into bookable experiences throughout the year, connect established gateways with lesser-known destinations and give visitors more reasons to return.
The Thailand Pavilion opened on 21 October with representatives from the Royal Thai Embassy in Singapore, TAT and local government. Attendees included Chonlatee Chanrachakul, Minister and Deputy Chief of Mission of the Royal Thai Embassy in Singapore; Kittipong; Patsee Permvonsenee, TAT Executive Director for the ASEAN, South Asia and South Pacific Region; and Wittaya Khunpluem, Chief Executive of the Chonburi Provincial Administrative Organisation. Their participation highlighted the role of cooperation between national and provincial authorities in promoting Thailand internationally.
The pavilion’s design, presented under the concept “Thai Sanctuary: The Layer of Well-Being”, draws on Thai craftsmanship, natural materials and traditional floral decorations to create an environment inspired by the country’s wellness traditions. The presentation positions wellness as part of a broader travel experience that can include relaxation, culture, food and active pursuits.
Visitors can also use the Amazing Thailand AI Photo Booth, an interactive feature built around four themes. “Sawasdee” represents Thai culture, “Sabai” focuses on nature and relaxation, “Aroi” highlights gastronomy, and “Sanook” showcases Muay Thai and active experiences. Together, the themes reflect TAT’s effort to present Thailand as a destination offering more than conventional beach holidays and sightseeing.
The business programme brings together tourism operators from several parts of the country. In addition to the 14 businesses from Bangkok, Phuket, Phang-nga and Krabi, TAT is facilitating meetings involving 12 businesses from Pattaya. The combined delegation includes 22 hotels and resorts, two destination management companies, one shopping centre and one attraction.
Sustainability is another feature of the participating businesses. Many hold certifications or recognition through programmes including STGs STAR, Thailand’s Sustainable Tourism Acceleration Rating, Travelife, CF Hotels and Green Logo. Their participation gives tourism buyers opportunities to explore accommodation, activities and services with recognised sustainability credentials.
TAT’s wider marketing plans for 2027 are organised around its “4 NEWs” approach: New Segments, New Experiences, New Partnerships and New Image. The framework will guide promotional activities across ASEAN, South Asia and the South Pacific, with a focus on reaching different traveller groups and encouraging demand throughout the year.
One part of this approach is “Amazing Thailand Off Scripts”, which aims to introduce younger travellers to emerging destinations, local experiences and signature events. The programme is supported by travel offerings covering wellness, gastronomy, sports, the Sub-Culture Economy and the Night Economy. TAT also plans to work with airlines and online travel platforms to develop targeted sales campaigns, while its “Trusted Thailand” initiative focuses on visitor safety and confidence alongside sustainable tourism.
Singapore is an important market for these efforts because of its proximity to Thailand and the high proportion of Singaporean visitors who return. TAT reports that Thailand welcomed 673,114 Singaporean visitors between 1 January and 19 October 2026. Singapore consistently ranks among Thailand’s three most popular destinations for outbound travellers from the city-state, alongside Malaysia and Indonesia.
Repeat visitors account for 86% of Singaporean travellers to Thailand, according to TAT, while 97.59% travel independently rather than through organised group tours. Their average stay is 4.72 days, suggesting opportunities to promote additional activities, longer itineraries and destinations outside the country’s best-known tourist centres.
Food and beverage is the leading reported motivation for Singaporeans visiting Thailand, at 62.15%, followed by destination diversity at 56.84% and local hospitality at 48.05%. Interest in wellness, luxury and experiential travel, active holidays and self-drive itineraries also offers scope for tourism businesses to develop more specialised packages.
To turn that interest into bookings, TAT is launching four joint travel promotions in Singapore between October 2026 and January 2027. The campaigns will feature wellness packages with KKday, sports and soft-adventure experiences with Klook, family travel offers through Trip.com, and special airfares to Bangkok and Phuket with Singapore Airlines.
Air connectivity is also supporting the strategy. Scoot has operated five weekly direct flights between Singapore and Chiang Rai since 1 January 2026, improving access to Northern Thailand. The route gives repeat visitors and travellers interested in wellness and outdoor activities another option beyond Thailand’s traditional tourism gateways.
Through its participation at ITB Asia 2026, TAT is using the regional travel trade platform to connect Thai tourism businesses with potential commercial partners while promoting a broader range of experiences. Its focus on wellness, independent travel, sustainability and lesser-known destinations reflects an effort to make each visit more valuable while creating new opportunities for tourism operators across Thailand.
