TAT targets 2.7 trillion baht in 2026 with high-season events and festivals

The Tourism Authority of Thailand (TAT) is stepping up festivals, events and travel promotions during September–December 2026 to help generate 2.7 trillion baht in tourism revenue for the year. The high-season campaign covers domestic and overseas markets, with new airline routes intended to help Thailand reach 33 million foreign arrivals.

TAT governor Thapanee Kiatphaibool said the 2026 revenue target comprised 1.6 trillion baht from international tourism and 1.1 trillion baht from domestic travel. NationThailand put Thailand’s 2025 tourism receipts at 2.6 trillion baht and also quoted Thapanee as setting a growth target of at least 7% for 2026.

Although tourism performance had fallen slightly short of expectations amid pressures since the start of 2026, Thapanee said TAT’s latest assessment pointed to an improving outlook. The agency now expected 32.6–32.7 million foreign visitors under its base-case scenario, while continuing to pursue 33 million, a level she said would exceed the previous year’s total.

TAT’s earlier worst-case scenario had put foreign arrivals at 28–31 million in 2026 if the conflict continued beyond five to six months, Thapanee explained.

For 2027, the tourism and sports minister has given TAT a stretch target of 3 trillion baht in total tourism receipts to accelerate economic recovery. Thapanee said this would take revenue close to the level recorded in 2019, before the pandemic, with the late-2026 campaign intended to build momentum into the following year.

“If we draw on Thailand’s strengths, such as health tourism, I am confident we can achieve the 3 trillion baht revenue target in 2027,” Thapanee said.

Four strategies to increase tourism value

TAT’s “The Year of Transformation” programme for the final four months of 2026 aims to shift Thai tourism from growth driven by volume towards growth driven by value. The agency has set out four strategies:

1. Rebalance Market Portfolio. TAT will diversify source markets, customer segments and destinations to reduce dependence on any single market. Its approach groups markets into Retain, where growth must be maintained; Reshape, where the focus shifts towards new quality segments; and Recover, where confidence needs to be rebuilt quickly.
    
2. Shape Experience Platform. TAT aims to move Thailand’s positioning beyond value for money towards meaningful travel, developing the Amazing Thailand brand around “Healing is the New Luxury”. Domestic campaigns will promote “365 days of Thais travelling in Thailand” and the message “Instant happiness from travelling in Thailand: fill up on Thailand and let your heart heal”.
    
3. Build New Growth Engine. TAT will turn national strengths into economic value by linking tourism with its Life Economy and Festival Economy concepts, including global and international events.
    
4. Transform Together. TAT will work to bring all sectors through the transformation together.

 

Riyadh route targets higher-spending travellers

Riyadh Air’s new Riyadh–Bangkok service is part of TAT’s effort to strengthen access from Saudi Arabia and the wider Middle East. According to TAT’s announcement, the inaugural flight left Riyadh on September 2, 2026, and arrived in Bangkok on September 3.

Bangkok is Riyadh Air’s 14th route. TAT identifies the aircraft as a Boeing 787-9 Dreamliner with 290 seats, operating three times a week initially before increasing to seven weekly flights in October 2026. TAT estimates that the initial schedule adds approximately 3,840 inbound seats a month.

The Riyadh–Bangkok connection offers another way to reach Thailand without changing aircraft in Doha, Dubai or Abu Dhabi. TAT expects the route to deepen long-term aviation links with Saudi Arabia and attract more family, luxury, wellness and medical travellers.

Saudi visitors typically stay for 10–12 days and spend about 110,000 baht per person per trip, according to TAT. Large family groups are an important segment, with shopping, beaches, nature, food and medical and wellness tourism among their interests.

Saudi travel demand is also spreading beyond Bangkok, Phuket and Pattaya towards Krabi, Phang Nga, Koh Samui and Chiang Mai, TAT noted.

TAT reported continuing signs of recovery in the Saudi market during July and August 2026, alongside healthy forward bookings. The agency sees an opportunity to add routes and flights, using Saudi Arabia as a regional aviation hub that can also provide connections for travellers from Europe and the Americas.

TAT’s target for the wider Middle East is 850,000 visitors to Thailand in 2026.

More routes for the high season

TAT’s October 2026 route programme includes LOT Polish Airlines’ Warsaw–Bangkok service, Virgin Atlantic’s London Heathrow–Phuket flights and Belavia’s Minsk–Bangkok connection.

TAT’s October 2026 programme also lists Vietjet services from Kuala Lumpur to Bangkok and Ho Chi Minh City to Chiang Mai, Vietjet Thailand flights from Fukuoka to Bangkok, and Ruili Airlines services from Xishuangbanna to both Chiang Mai and Bangkok.

For December 2026, TAT’s programme lists Loong Air’s Xi’an–Krabi route. Scandinavian Airlines (SAS) has published operating seasons for Copenhagen–Krabi and Copenhagen–Phuket: December 8, 2026–March 28, 2027, for Krabi, and December 9, 2026–March 29, 2027, for Phuket.

Bangkok Biznews also lists Sunclass Airlines’ Stockholm–Krabi service for December 10, 2026–April 25, 2027, and Norse Atlantic Airways flights from London Gatwick to Phuket from December 2026 until mid-April 2027.

Festivals, sport and cultural events through December

For October 2026, TAT’s events programme includes Nakhon Phanom’s illuminated boat procession festival and full rehearsals for the Royal Barge Procession on October 21–22.

TAT’s November 2026 programme includes the Udon Thani International Horticultural Expo 2026, the Royal Barge Procession on November 6, Vijit Thailand and Vijit Chao Phraya 2026, and the five-region Neramit programme featuring Neramit Amphawa.

TAT’s November calendar also features Loy Krathong celebrations nationwide, Maha Loy Krathong in Ayutthaya, Amazing Thailand Marathon Bangkok 2026 on November 28–29, and the Annual Global Wellness Summit 2026 on November 10–13.

TAT’s December 2026 programme includes the Wonderfruit music and arts festival on December 3–7, Tomorrowland Thailand 2026 on December 11–13, and the 2026 Spartan Super World Championship & Trifecta Weekend Chiang Rai.

Other December events listed by TAT include “UFO: Open Your Mind, Look to The Sky”, the star procession festival in Sakon Nakhon, Amazing Thailand Food Festival: Neramit Amphawa, Vijit Thailand and Vijit Chao Phraya 2026, and the final round of Amazing Multi-Race Festival 2026.