Thailand has adopted the campaign “Amazing 5 Economy” to stimulate tourism in 2026, under the framework of “Life Economy, Sub-Culture Economy, Night Economy, Circular Economy, and Platform Economy.

In this campaign, the Tourism Authority of Thailand (TAT) aims to drive quality-led growth and create “value over volume” on a sustainable basis, with safety and hygiene standards, as well as world-class services.

“Life Economy” in the five marketing strategies focuses on upgrading Thai tourism products and services and developing Thailand as a wellness and medical tourism hub, under the campaign of “Healing is the New Luxury.”

“Sub-Culture Economy” seeks to promote niche markets, with an emphasis on film makers, yacht and cruise tourists, and private jet passengers.

“Night Economy” seeks to promote the creative economy during nighttime in order to increase tourism time and diversify tourism growth in both major tourism cities and lesser-known tourism destinations.

“Circular Economy” involves the application of the circular economy system to the tourism sector, focusing on “reduce-reuse-recycle” principles for sustainable travel experiences.

“Platform Economy” involves online tourism in buying, selling, and payments, which will facilitate traveling. 

In 2025, Thailand welcomed 32.97 million international tourists. Visitors from long-haul markets, especially the United Kingdom and United States, recorded one million arrivals, marking a historic achievement. Domestic tourism also expanded, with 202 million trips by Thai travelers. 

Thailand earned 2.7 trillion baht in total tourism revenue in 2025. It expects to generate up to three trillion baht from tourism in 2026, with an emphasis on high-quality tourism under the approach of Amazing 5 Economy.