TAT builds on IMF–World Bank meetings to target five key Asian markets

Tourism Authority of Thailand (TAT) governor Thapanee Kiatphaibool said forecasts from the 2026 Annual Meetings of the International Monetary Fund (IMF) and the World Bank, hosted by Thailand, put global economic growth at 3.1% in 2026 and Asian growth at 4.8%.

TAT builds on IMF–World Bank meetings to attract high-value visitors

The outlook showed that new opportunities remained for Thai tourism, particularly in key Asian markets expected to expand economically, despite global uncertainty over geopolitics, energy prices and technological change.

These markets include Taiwan, with projected growth of 10.7%, Vietnam at 8.4%, Malaysia at 5.2%, Indonesia at 5.1% and Singapore at 5.0%. All have links with Thailand through travel, trade, investment and tourism.

“Global economic growth signals where new opportunities and purchasing power are emerging, and how Thailand can create opportunities from that growth.”

TAT is therefore prioritising the use of economic data alongside traveller behaviour to develop proactive strategies for individual markets.

Its focus extends beyond visitor numbers to spending potential, length of stay, repeat visits and income reaching Thai businesses and communities.

Distinct strategies to attract high-value visitors from five Asian markets

Taiwan: New Reason to Come

The Taiwan strategy focuses on free independent travellers (FITs), who account for as much as 90%.

It aims to give them new reasons to return to Thailand through gastronomy, Michelin, local food, wellness, art and design, and outdoor adventure, while using food content creators and digital platforms to reach younger travellers.

Vietnam: Family, Shopping & New Experience

The Vietnam strategy seeks to expand the family, millennial and Generation Z markets, alongside luxury travel, meetings, incentives, conventions and exhibitions (MICE), and sports tourism.

It will extend travel beyond Bangkok and Pattaya to Chiang Mai, Chiang Rai and cultural destinations, working with tourism businesses and digital platforms to encourage travel and spending.

Malaysia: Overland Tourism & Border Economy

TAT will build on Malaysia's position as Thailand's second-largest tourism market through land and air travel.

It will promote shopping, family trips and food, alongside convoy tours linking Songkhla, Phatthalung and other southern destinations, to generate more income from short-distance travel and spread economic benefits more widely within those areas.

Indonesia: Muslim-Friendly & Wellness Destination

The Indonesia strategy aims to make Thailand a destination that meets the needs of Muslim travellers and families, focusing on halal food, facilities, clear information and services throughout the customer journey.

It will also promote health and wellness, beauty and quality travel experiences.

Singapore: Premium Experience & Sustainable Travel

For Singapore, TAT will target travellers with high purchasing power and repeat visitors through food, health, beauty, lifestyle and environmentally responsible tourism experiences.

It will also promote new air routes and destinations to increase spending and spread income to other cities.

Turning economic growth into tourism value, with a 5% revenue target for 2027

Thapanee said the central aim of Thailand's 2027 tourism strategy was to move from a uniform marketing approach for every country to understanding the specific needs of different traveller groups under Right Market, Right Experience, Right Value.

The strategy would draw on Thailand's strengths in culture, food, health and creativity, as well as its Thai charm, to develop experiences that generate added value.

TAT will also expand cooperation with airlines, tour operators, online travel agencies (OTAs) and digital partners, connecting the travel journey from inspiration to the decision to purchase.

It aims to increase tourism revenue in 2027 by at least 5% from 2026 and achieve a 60:40 distribution of tourists between major and secondary cities.

Value over Volume does not mean reducing the importance of visitor numbers. It means ensuring that every trip creates greater value for travellers, businesses, communities and the Thai economy.

This is the direction TAT will pursue to position Thailand as a High-Value & Meaningful Destination, with growth based on quality and sustainability.

Building positive awareness among European and American economic news audiences

Chiravadee Khunsub, TAT deputy governor for international marketing in Europe, the Americas, the Middle East and Africa, said the IMF–World Bank Annual Meetings, hosted by Thailand from October 12 to 18, provided an important platform to demonstrate the country's ability to organise global events.

Thailand's meeting venues, service standards, distinctive culture, Thai food, Thai silk and hospitality demonstrated its readiness to welcome visitors from around the world.

Hosting the annual meetings of the boards of governors of the World Bank Group and the IMF significantly strengthened Thailand's image and confidence in the country.

Global leaders, including World Bank president Ajay Banga and the US Federal Reserve (Fed) chair, praised the welcome and friendliness of Thai people.

The meetings helped build positive awareness among Europeans and Americans who follow economic news, providing an investment in Thailand's image without requiring a large budget.

Beyond strengthening international confidence, the meetings created economic opportunities for tourism businesses, including hotels, restaurants, transport providers and related services.

They also gave participants opportunities to extend their visits in Thailand after the meetings, particularly through cultural, health and wellness tourism.

These experiences could be linked with Thai food, textiles, massage, spas and handicrafts to add value, increase spending and distribute income to local businesses and communities.

The success was reflected in comments by IMF managing director Dr Kristalina Georgieva, who said, “I came to Bangkok as the Head of the IMF and I am so proud to leave as Ambassador of Thai silk!” She also remarked, “Thailand has set the bar high”.

Her comments reflected the impression made by the organisation of the meetings and Thailand's appeal, which can create memorable experiences for participants from around the world.

The event also provided an opportunity to promote Thai culture and products internationally.

Major events and ultra-luxury tourism opportunities in 2027

In 2027, Thailand has opportunities to build on this success by hosting major events such as the Global Summit of Women and ULTRA Thailand 2027, which focuses on connecting ultra-luxury tourism business networks, alongside activities promoting health and wellness tourism.

In parallel, TAT's Airline Focus policy aims to build cooperation with airlines and partners to improve access to Thailand, expand routes and seat capacity from promising markets, and promote travel at suitable times to meet demand and create business opportunities for Thai operators.

TAT is pursuing “four strategic moves”.

Rebalance Market Portfolio aims to rebalance the market structure and reduce the risks of reliance on any single market.

Shape Experience Platform seeks to enhance tourism value and experiences.

New Growth Engine turns Thailand's strengths into economic value through Life Economy.

Transform Together brings all sectors together to grow collectively.

The aim is to turn opportunities from hosting international events into actual trips, longer stays and higher spending per person, attracting high-value visitors and travellers with strong purchasing power.

TAT also seeks to spread income to major cities, secondary cities and communities to support balanced, sustainable growth in Thai tourism.