TAT unveils four moves to make Thailand Asia’s top high-value destination

The Tourism Authority of Thailand (TAT) has unveiled four strategic moves aimed at increasing tourism revenue by at least 5% in 2027 and positioning Thailand as “Asia’s No. 1 High-Value & Meaningful Destination”.

TAT announced its 2027 marketing action plan under the theme “The Year of Transformation” at Rajadamnern Stadium on Monday (August 24), turning the historic boxing venue into a stage for what it described as a major turning point for Thai tourism.

The four strategic moves are Rebalance Market Portfolio, restructuring the balance of tourism markets; Shape Experience Platform, increasing the value of travel experiences; Build New Growth Engine, turning Thailand’s strengths into economic value through the Life Economy; and Transform Together, bringing all sectors together to pursue shared growth.

The authority’s principal targets are to increase tourism revenue by no less than 5% from 2026, distribute visitors between major and secondary destinations at a ratio of 60:40 and place Thailand among Asia’s top three destinations for tourist loyalty.

TAT Governor Thapanee Kiatphaibool said the authority would undertake a major transformation, shifting Thai tourism away from growth driven primarily by visitor volume towards growth based on value.

The “Winning Goal 2027” will be measured against three indicators: tourism revenue growth of at least 5%, a 60:40 distribution of visitors between major and secondary destinations, and a tourist loyalty index ranking among the top three in Asia.

Together, these objectives are intended to establish Thailand as Asia’s leading high-value and meaningful destination.

Rebalancing tourism markets and destinations

The first strategic move, Rebalance Market Portfolio, will seek to create a better balance among source markets, customer groups and destinations while reducing dependence on any single market.

TAT will divide its market strategies into three categories: Retain, covering markets where growth should be maintained; Reshape, involving markets that should be shifted towards new high-quality visitor segments; and Recover, covering markets where confidence must be restored quickly.

The authority will also seek to expand into new markets in Eastern Europe and Latin America, as well as additional departure cities within existing major markets.

Tourists will be divided into four segments according to their behaviour and motivations: Mainstream, Experience, High Value and Premium Traveller.

TAT also plans to distribute tourism revenue and opportunities to 19 emerging destinations through “The Link Plus”, with a target of increasing international visitor numbers in those areas by 10%.

From value for money to meaningful experiences

The second move, Shape Experience Platform, will reposition Thailand from a destination known mainly for offering value for money to one associated with meaningful travel experiences.

TAT will develop the Amazing Thailand brand under the concept “Healing is the New Luxury”, reflecting growing demand for journeys that support physical and emotional wellbeing.

The authority will also introduce two new characters, Nong Sukhjai and Nong Rak Yim, as travel companions representing Thai charm and helping build stronger emotional connections with visitors.

Domestic campaigns will include “365 Thai Tiew Thai: Travel All Year Round” and “Instant Happiness in Thailand: Let Thailand Heal Your Heart”.

Themed experiences will be developed around the distinctive identities of each region, creating new reasons for tourists to travel throughout the country.

TAT will further develop the UNESCO Thailand Network and more than 55 community-based tourism destinations.

It will also use Signature Destination Branding to build stronger identities for individual cities, beginning with five pilot provinces: Chiang Rai, Ubon Ratchathani, Songkhla, Trat and Samut Songkhram.

New growth engines linked to the Life Economy

The third move, Build New Growth Engine, will seek to turn Thailand’s existing strengths into greater economic value through four growth engines linked to the Life Economy.

The first is Theme Product Experience, which will offer nine groups of travel experiences, including Unseen Luxperience products designed for premium travellers.

The second is Well-being Tourism, aimed at establishing Thailand as a global health and healing destination by drawing on the country’s strengths in comprehensive medical services, science-based wellness and traditional Thai wisdom.

The third is the Festival Economy, under which Thailand will seek to host more world-class and international events.

TAT will also build on the success of Thai cultural festivals promoted in 2026, including the Ubon Ratchathani Candle Festival, the Nakhon Phanom Illuminated Boat Procession and the Sakon Nakhon Christmas Star Procession.

The authority aims to elevate these events into internationally recognised “Must-Experience in Thailand” attractions.

The fourth engine is Future Sustainability, which will expand sustainable-tourism pilot areas into Nan province and designated wellness valleys.

TAT will also promote low-carbon hotels under the CF Hotel standard and the Sustainable Development Goals assessment framework.

Tourism sector urged to transform together

Under the fourth strategic move, Transform Together, TAT will adopt a new role in helping government agencies, businesses, communities and other partners transform collectively.

The approach will be implemented through three main areas.

First, TAT will use data and market insights to guide decision-making, connecting and sharing information through the Tourism Value Intelligence system.

The system will draw on information from TAT’s network of 45 domestic offices, two coordination centres and 29 overseas offices.

Second, the authority will expand industry capabilities and knowledge through executive training programmes.

It also plans to develop a Tourism Leadership Institute, which is scheduled to open officially in 2028.

Third, TAT will support innovation from start-ups that can make travel more convenient and safer while creating memorable experiences throughout a visitor’s journey.

Thailand must move beyond traditional tourism thinking

TAT said the global tourism environment was changing rapidly and Thailand could no longer rely on traditional methods or familiar ways of thinking.

The decision to announce the 2027 marketing plan at Rajadamnern Stadium was intended to demonstrate that transformation must begin with how the tourism sector thinks, communicates and creates shared experiences.

Despite challenging conditions, TAT sees considerable opportunities arising from Thailand’s strengths in wellness, meaningful experiences, culture, food, sustainability and international recognition.

The authority aims to transform “what Thailand has” into “what travellers want”, creating value that strengthens the country’s competitive advantage in global tourism.

TAT said implementing the 2027 marketing action plan would require cooperation from every sector if Thailand were to move further ahead and compete successfully in the global tourism industry.

Its work will be guided by four principles: integrity to build trust, safety to inspire confidence, quality to create positive impressions, and experiences that encourage visitors to return.

The plan is intended to support high-quality tourism growth, increase economic value, distribute income more widely and sustainably improve the quality of life of people in tourism communities.