Thailand targets five Asian markets and 6.2% growth in ASEAN tourism revenue in fiscal 2027
Thailand is targeting five Asian markets while aiming for 4.3% growth in ASEAN visitor arrivals and 6.2% in tourism revenue in fiscal 2027.
- Thailand aims to achieve a 6.2% growth in tourism revenue and a 4.3% increase in visitor arrivals from ASEAN countries by fiscal year 2027.
- The five specific Asian markets being targeted are Vietnam, Malaysia, Indonesia, Singapore, and Taiwan.
- To attract visitors from these markets, the Tourism Authority of Thailand (TAT) is launching specialized campaigns promoting wellness, food, shopping, and Thai culture.
The Tourism Authority of Thailand (TAT) is targeting five Asian markets with campaigns promoting wellness, food and Thai culture, alongside fiscal 2027 targets for 6.2% growth in revenue from ASEAN visitors.
TAT also aims to increase arrivals from the Association of Southeast Asian Nations (ASEAN) by 4.3% in the same financial year. The five priority markets are Vietnam, Malaysia, Indonesia, Singapore and Taiwan.
The strategy, outlined in a Commerce Ministry statement on 23 October 2026, follows a policy set by Deputy Prime Minister and Commerce Minister Suphajee Suthumpun to bring together the commerce, culture, and tourism and sports ministries.
Suphajee’s policy aims to turn Thailand’s hosting of the 2026 Annual Meetings of the International Monetary Fund (IMF) and World Bank into lasting economic benefits by connecting tourism, Thai products and cultural influence, or soft power.
The initiative linking tourism, trade and culture aims to expand market opportunities, increase the value of goods and services, and distribute income to businesses and local communities.
Families and shoppers feature in market campaigns
TAT will focus on families and shopping in Vietnam, while its Malaysian campaign will emphasise food, shopping and travel to secondary cities.
For Indonesia, TAT will promote wellness and Muslim-friendly tourism. In Singapore, the authority will target visitors with strong spending power and an interest in quality travel experiences.
TAT’s Taiwan strategy centres on Thai food and culinary tourism, alongside the “Go Thai Be Free” campaign presenting Thailand as an open and welcoming destination for LGBTQ+ travellers.
Seven Bangkok routes and 20 travel programmes
TAT has presented seven tourism routes in Bangkok and 20 travel programmes through the Association of Thai Travel Agents (ATTA) to encourage meeting participants to extend their stays and spend more in Thailand.
Thailand hosted the IMF–World Bank Annual Meetings from 12–18 October 2026 at the Queen Sirikit National Convention Center in Bangkok.
TAT is building on the event to promote Thailand as a destination for major international gatherings under its “World Event Hub Destination” positioning. The authority is encouraging delegates to travel beyond the meetings, both in Bangkok and to destinations including Pattaya, Hua Hin and Nakhon Ratchasima.
Wellness and Thai culture support spending strategy
TAT is promoting wellness and relaxation under the concept “Healing is the New Luxury”, together with “Thainess” and the “Visitor Economy”, which focuses on economic activity generated by visitor spending.
The tourism authority is using arts, culture, Thai textiles, Thai cuisine and local food to offer international visitors distinctive experiences.
TAT’s cultural programme included Nora dance drama, nang yai shadow puppetry, hun lakhon lek puppet theatre and khon masked dance drama. The programme also featured a sculpture called “Tao Tanu” (Green Turtle), created from discarded materials through the TAT X WISHULADA collaboration.
TAT also organised the Amazing Thailand Global Thai Silk Exhibition & The Amazing Thailand Grand Fashion Show, involving designers from more than 100 countries in creating and presenting Thai silk designs.
TAT intends these cultural activities to connect tourism with distinctive products and services, help visitors reach production centres and local communities, and give Thai businesses additional marketing channels beyond the meetings.
