The Tourism Authority of Thailand (TAT) has unveiled its Action Plan 2026 to plot the direction of Thailand’s tourism for the next year, emphasizing tourism value over volume. Thailand’s tourism for 2026 will focus on quality, sustainability, and meaningful experiences, as well as resilience in the face of any future crisis.

TAT Governor Thapanee Kiatphaibool outlined Thailand’s five strategic priorities under the plan, which include the following:
- Fascinating Experience — creating valuable and memorable tourism experiences with high-standard service;
- Optimistic Thailand – enhancing the country’s image in terms of safety while building Thailand as a trusted destination;
- Circular Economy — spreading tourism income through community-based tourism;
- Ultimate People — empowering TAT personnel and reinforcing their marketing skills;
- Satisfying Customer — adjusting regulations in accordance with targeted markets.

TAT continues to strengthen its marketing efforts to maintain its existing customer base, increase the number of new customers, and expand collaboration with partners, as well as developing the agency as a High Performance Organization (HPO).