The tourism body is targeting at least 5% revenue growth and a wider spread of visitors. Its own 2026 projection implies a full-year decline of about 6%.
The Tourism Authority of Thailand (TAT) used the World Travel Market London to outline its 2027 "Value Over Volume" direction. The plan puts meaningful travel, wider visitor distribution and community benefit ahead of headline arrival numbers.
TAT Governor Thapanee Kiatphaibool said the aim is to "create greater value from every journey." She described TAT's shift from tourism promoter to "ecosystem orchestrator", linking airlines, businesses, creatives and local communities to build bookable experiences beyond the main hubs.
The numbers behind the pivot
The strategy arrives as volumes fall. Foreign arrivals were down 4.59% year on year to 25.46 million in January to October, as reported in our earlier coverage of the slowdown. TAT now projects more than 31 million international arrivals for 2026 and over 1.56 trillion baht in tourism revenue.
That projection is more cautious than earlier official messaging. TAT put 2025 arrivals at 32.9 million, so 31 million would be a full-year fall of roughly 6%. As recently as June, TAT's projection stood at 33 million international arrivals. The Tourism Ministry had also said full-year arrivals and revenue should stay close to 2025 levels.
For 2027, TAT targets at least 5% growth in total tourism revenue and a 60:40 split of visitors between major and lesser-known destinations. It wants Thailand to become "Asia's No. 1 High-Value and Meaningful Destination."
Air links and regional dispersal
TAT highlighted new and planned air services:
- Virgin Atlantic: TAT welcomed the first Heathrow–Phuket flight, VS214, on 19 October, with the service running three times weekly through the 2026–27 UK winter season. (main pic above)
- LOT Polish Airlines: a Warsaw–Bangkok route.
- Belavia: a Minsk–Bangkok service, with a Phuket connection also planned.
Its "Link Plus" initiative aims to lift international arrivals by 10% at lesser-known destinations. These include Takua Pa in Phang-nga, Nakhon Si Thammarat and Mekong River experiences in Ubon Ratchathani.
Festivals, wellness and premium
The "Festival Economy" push spreads spending across more provinces. TAT cited the 2026 Ubon Ratchathani Candle Festival as proof of concept. Attendance rose to about 460,000 from about 426,000 in 2025, with local economic activity of at least 1.7 billion baht, up 474 million baht.
On wellness, TAT pointed to surf therapy in Khao Lak and biohacking and longevity programmes at premium Bangkok centres. On premium offerings, it flagged SOAR Ocean Club in Pattaya, due to open this month, and the "Unseen Luxperience" campaign, also launching this month. It also highlighted Fairmont Bangkok Sukhumvit and The Langham, Custom House, Bangkok, among upcoming luxury hotels. Ultra Thailand 2027 is scheduled for 20–24 June 2027 at the Four Seasons Hotel Bangkok.
The trade test
The strategy is a repositioning, not a new idea. TAT has used the "Value over Volume" framing since at least March, and the Governor said in August that "we've moved beyond volume alone." The open question for operators is whether higher-yield and regional demand can offset weak volumes. Thai Hotels Association president Thienprasit Chaiyapatranun said in September that the end-2026 high season should land close to last year's level or slightly lower.
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