BANGKOK, 24 August 2026 — The Tourism Authority of Thailand (TAT) has unveiled “The Year of Transformation” as the country’s strategic tourism direction for 2027, with a focus on higher-value travel, broader destination growth and long-term competitiveness.

The strategy, presented at Rajadamnern Stadium under the theme “The Ultimate Fight: Transform for the Win!”, sets a target of increasing tourism revenue by at least 5% from 2026 levels.

TAT also aims to achieve a 60:40 distribution of visitors between major and emerging destinations and place Thailand among Asia’s top three destinations for traveller loyalty, as the country works towards becoming “Asia’s No.1 High-Value & Meaningful Destination.”

TAT Governor Thapanee Kiatphaibool said the strategy represents a shift away from relying primarily on visitor volumes towards quality, value and sustainable growth.

“The Year of Transformation is a clear commitment to reshape Thai tourism around quality, value and long-term competitiveness,” she said.

The 2027 strategy is built around four key moves: Rebalance Market Portfolio, Shape Experience Platform, Build New Growth Engine and Transform Together.

Diversifying markets and destinations

Under Rebalance Market Portfolio, TAT will seek a more balanced tourism structure across markets, traveller segments and destinations, while reducing dependence on individual source markets.

Domestic tourism will remain a core foundation, while international markets will be managed through three approaches: Retain, to sustain growth and attract quality segments; Reshape, to target higher-value travellers through wellness, luxury, family and lifestyle experiences; and Recover, to rebuild market confidence through safety, convenience and value.

TAT will also pursue new opportunities in Eastern Europe, Latin America and emerging origin cities, supported by improved air and multimodal connectivity.

The agency plans to refine its traveller segmentation around Mainstream, Experience, High Value and Premium groups, with products developed around interests including gastronomy, culture, nature, wellness, longevity, sport and luxury.

Through the “Link Plus” initiative, TAT will connect selected markets and traveller segments with 19 priority destinations, targeting a 10% increase in international arrivals to those areas.

Shifting Thailand’s tourism image

The second strategic move, Shape Experience Platform, will seek to strengthen the Amazing Thailand brand by shifting perceptions from a value-for-money destination towards a meaningful destination.

Under the theme “Healing is the New Luxury,” TAT will promote Thailand’s strengths in wellness, culture, gastronomy and meaningful experiences.

Two new characters, “Nong Sukjai” and “Nong Rak Yim,” will be introduced as part of efforts to build stronger emotional connections with visitors.

For the domestic market, TAT will promote “365 Thai Thiao Thai – Thiao Dai Thang Pi”, encouraging year-round domestic travel and positioning tourism as a source of wellbeing and rejuvenation.

The agency will also develop regional themed experiences, expand the UNESCO Thailand Network across 29 areas and more than 55 community tourism destinations, and introduce Signature Destination Branding initially in Chiang Rai, Ubon Ratchathani, Songkhla, Trat and Samut Songkhram.

Creating new tourism growth engines

Under Build New Growth Engine, TAT will focus on four areas — Theme Product Experience, Well-being Tourism, Festival Economy and Future Sustainability — to convert Thailand’s tourism strengths into new economic value.

Nine experience groups will be developed under Theme Product Experience, including the planned early-2027 launch of “Unseen Luxperience 2027.” The programme will target premium travellers with exclusive experiences centred on Thai textiles, gems and jewellery, Thai massage and Muay Thai.

Well-being Tourism will position Thailand as a Global Health & Healing Destination, combining medical excellence, science-based wellness and local wisdom.

TAT will also promote Thailand as a year-round events destination through “365 Days of Celebration,” covering international events, Pride, music, art and design, sport and adventure.

Major cultural events, including the Ubon Ratchathani Candle Procession, Nakhon Phanom Illuminated Boat Procession and Sakon Nakhon Christmas Star Parade, will be developed towards “Must-Experience in Thailand” status.

Sustainability initiatives will include expanding tourism destination prototypes to Nan and Wellness Valley areas, growing the CF Hotel low-carbon network and encouraging wider adoption of the UN Sustainable Development Goals assessment framework.

TAT shifts towards ecosystem leadership

The fourth move, Transform Together, will see TAT evolve from its traditional role as a tourism promoter towards becoming a Tourism Ecosystem Orchestrator.

The approach will bring together public- and private-sector partners across tourism, wellness, sport, festivals and other special-interest sectors to create higher-value products and experiences.

TAT will use Tourism Value Intelligence to analyse visitor and tourism revenue data through its network of 45 domestic offices, two coordination centres and 29 overseas offices.

The agency is also developing a tourism leadership programme and plans to support start-ups, technology and artificial intelligence to improve the visitor journey and strengthen industry capabilities.

TAT said the overall strategy is intended to deliver higher-quality tourism growth, distribute income more widely and increase benefits for local communities.

The 2027 direction will be guided by four principles — integrity, safety, quality and experiences — as Thailand seeks to build traveller trust, strengthen competitiveness and encourage repeat visitation under the theme “Transform Together, Win Together.”