The Tourism Authority of Thailand (TAT) is leading 14 Thai tourism operators to ITB Asia 2026 in Singapore to expand international business opportunities and attract high-value travelers. Held through October 23 at Marina Bay Sands, the event is expected to generate at least 266 business appointments between Thai operators and international buyers, with an emphasis on wellness and sustainable tourism.

Kittipong Prapattong, TAT deputy governor for Asia and South Pacific marketing, presided over the opening of the Thailand Pavilion, joined by Chonlatee Chanrachakul, representing the Thai ambassador to Singapore. Participating for the 19th consecutive edition, TAT is promoting its 4 NEWs marketing strategy to reach new traveler segments. The pavilion features the Thai Sanctuary: The Layer of Well-Being theme, showcasing Thai culture and wellness experiences, alongside an AI-powered photo booth introducing visitors to Thailand's attractions, cuisine, and recreational activities.

Singapore remains an important tourism market for Thailand, with 673,114 arrivals recorded between January 1 and October 19, 2026. According to TAT, more than 86% were repeat visitors, with average spending exceeding 45,000 baht per trip and an average stay of 4.7 days. The authority is targeting more than 1.12 million Singaporean arrivals by the end of 2026.

TAT is also preparing joint promotions with Singapore Airlines, KKday, Klook, and Trip.com to encourage travel through late 2026 and early 2027. The campaigns will cover special airfares, wellness experiences, adventure activities, sports tourism, and family travel.