The Tourism Authority of Thailand (TAT) unveiled its 2027 Tourism Marketing Action Plan at Rajadamnern Stadium in Bangkok on August 24, with Tourism and Sports Minister Surasak Phancharoenworakul and TAT Governor Thapanee Kiatphaibool presenting the direction for Thai tourism. Under “The Year of Transformation,” TAT is targeting at least 5% growth in tourism revenue in 2026, a 60:40 split of visitors between major and secondary destinations, and a place among Asia’s top three destinations for traveler loyalty.

The plan centers on four strategic moves: Rebalance Market Portfolio, Shape Experience Platform, Build New Growth Engine, and Transform Together. TAT will diversify source markets, expand into Eastern Europe and Latin America, promote 19 emerging destinations, and classify travelers into Mainstream, Experience, High Value, and Premium segments to better match tourism products with visitor preferences.

Thailand will also shift from its traditional value-for-money positioning toward more meaningful travel experiences. Plans include regional travel themes, more than 55 community-based tourism destinations, and signature destination branding in Chiang Rai, Ubon Ratchathani, Songkhla, Trat, and Samut Songkhram. Other growth areas include premium experiences, health and wellness tourism, international events, and sustainable travel, with Nan and the Wellness Valley destinations selected for expanded sustainability programs.

TAT will make greater use of tourism data across its domestic and overseas networks, develop industry professionals, and support travel-related innovations from start-ups. The longer-term goal is to position Thailand as “Asia's No. 1 High-Value & Meaningful Destination,” with honesty, safety, quality, and memorable experiences at the center of efforts to earn travelers’ trust and encourage repeat visits.