The Tourism Authority of Thailand (TAT) recently hosted the “Amazing Thailand Networking Event” at Internationale Tourismus Borse (ITB Berlin 2026) at CityCube Messe Berlin in Germany. By welcoming leading international media, global trade partners, and stakeholders, TAT reaffirmed Thailand’s strategic shift toward a “Value over Volume” growth model.

Thailand’s 2025 tourism sector showed strong recovery, with more than 32.9 million international arrivals generating 1.5 trillion baht (approximately 47 billion US dollars) in revenue. Long-haul markets surpassed 10 million arrivals for the first time, contributing 684 billion baht (approximately 21 billion US dollars)—accounting for 45% of total international tourism receipts. Germany ranked among the top five long-haul source markets at 965,898 visitors, highlighting Thailand’s growing appeal as a high-quality, long-stay destination.

Looking ahead to 2026, TAT is advancing its Value over Volume strategy, prioritizing quality revenue, meaningful travel experiences and long-term sustainability that benefits local Thai communities.

To drive growth in the long-haul market, TAT is developing experience-led tourism products in events, sport tourism, and authentic local journey. At the same time, TAT is strengthening collaboration with international partners to elevate “Thainess” and deliver hospitality services that exceed visitors’ expectations. These efforts are supported by a proactive airline strategy that aims to ensure year-round accessibility, while creating meaningful and sustainable benefits for destinations and communities across Thailand.