ITB Asia 2026: TAT Showcases High-Value Tourism
TAT brings 14 Thai tourism businesses to ITB Asia 2026 in Singapore, highlighting Healing is the New Luxury and Value over Volume strategy.
Stock photo for illustration only, not from the actual event
- TAT brings 14 Thai tourism businesses to ITB Asia 2026, held from October 21-23, 2026, at Marina Bay Sands, Singapore.
- Highlights the “Healing is the New Luxury” concept and the 2027 “Value over Volume” strategic direction.
- Recorded 673,114 Singaporean visitors between January 1 and October 19, 2026, with an 86% repeat visitor rate.
- Partners with KKday, Klook, Trip.com, and Singapore Airlines to launch four joint travel promotions from October 2026 to January 2027.
The Tourism Authority of Thailand (TAT) is driving its high-value tourism strategy, targeting high-spending travellers and repeat visitors through wellness offerings, emerging destination connections, and strategic partnerships under its 2027 Value over Volume direction.
The strategy takes centre stage at ITB Asia 2026, held from October 21–23, 2026, at Marina Bay Sands, Singapore, marking TAT’s 19th participation alongside 14 Thai tourism businesses under the theme “Healing is the New Luxury”.
Mr. Kittipong Prapattong, TAT Deputy Governor for International Marketing – Asia and the South Pacific, stated that Thailand’s tourism success should be measured by the value each journey creates for travellers, businesses, and local communities. Collaborating with industry partners allows TAT to transform changing preferences into bookable, year-round experiences while linking established gateways with emerging destinations.
Stock photo for illustration only, not from the actual event
Designed around “Thai Sanctuary: The Layer of Well-Being”, the pavilion brings the core theme to life through contemporary Thai craftsmanship, natural materials, and traditional floral decorations. An Amazing Thailand AI Photo Booth further adds an interactive dimension across four distinct themes: Sawasdee Thailand for culture, Sabai in Thailand for nature and relaxation, Aroi in Thailand for gastronomy, and Sanook in Thailand for Muay Thai and active experiences.
TAT is facilitating business meetings for 14 tourism businesses from Bangkok, Phuket, Phang-nga, and Krabi, alongside 12 operators from Pattaya. The Thai delegation comprises 22 hotels and resorts, two destination management companies, one shopping centre, and one attraction, with many participants holding recognized sustainability certifications.
TAT’s strategic shift towards Value over Volume for 2027 highlights a broader industry adaptation following post-pandemic shifts in global travel behavior. By focusing on high-yielding segments, wellness tourism, and sustainable practices, TAT aims to increase per-visitor expenditure while distributing tourism revenue more evenly beyond primary tourist hubs.
Beyond the exhibition floor, TAT’s 2027 “4 NEWs” approach—encompassing New Segments, New Experiences, New Partnerships, and New Image—guides its regional marketing across ASEAN, South Asia, and the South Pacific, supported by targeted airline and online travel platform collaborations.
To convert this demand into actual bookings, TAT is rolling out four joint travel promotions in Singapore from October 2026 to January 2027, featuring wellness packages with KKday, adventure offerings with Klook, family travel deals through Trip.com, and special airfares with Singapore Airlines, complemented by improved regional flight connectivity.
Source: TAT Newsroom
Found something wrong in this article? Report an issue with this article
Comments
Leave a Comment