TTG Travel Experience 2026: TAT Boosts Italian Market
TAT brings six Thai tourism operators to TTG Travel Experience 2026 in Rimini, Italy, aiming for a 1% increase in Italian visitor spending by 2027.
Stock photo for illustration only, not from the actual event
- TAT Rome Office brought six Thai tourism businesses to TTG Travel Experience 2026
- The event took place from October 14-16 at the Rimini Expo Centre in Italy
- TAT aims to boost average Italian visitor spending by 1% by 2027
- Focuses on premium, wellness, honeymoon, and cultural tourism segments
The Tourism Authority of Thailand (TAT), through its Rome Office, has intensified its strategy to attract Italian travelers by participating in the 63rd edition of TTG Travel Experience 2026. Organized by the Italian Exhibition Group (IEG), the international tourism trade event was held from October 14 to 16 at the Rimini Expo Centre in Rimini, Italy. TAT led a delegation of six Thai tourism operators to engage with international buyers and expand strategic cooperation with airline and tour operator partners.
Stock photo for illustration only, not from the actual event
Mrs. Chiravadee Khunsub, TAT Deputy Governor for Europe, the Americas, the Middle East, and Africa, outlined Thailand's tourism promotion under the "Healing is the New Luxury" concept, which combines relaxation, wellness, and personalized travel experiences. For 2027, TAT aims to increase the average spending of Italian visitors by 1 percent, targeting four key segments: premium travelers seeking customized itineraries, wellness enthusiasts, honeymooners and couples, and culture-focused visitors interested in local craftsmanship, Thai cuisine, and major festivals.
During the three-day event, TAT hosted a 40-square-metre pavilion showcasing Thai tourism products and services for 2026–2027. The delegation included four destination management companies—Siam Holiday & Leisure Co., Ltd., Asco Travel (Thailand) Co., Ltd., Siam Dragon Tour Co., Ltd., and Asian Trails Co., Ltd.—alongside accommodation provider All Inclusive Collection (Rixos) and Thai Airways International. Participants conducted a total of 150 business meetings aimed at securing greater inclusion of Thai offerings in Italian travel packages.
"We aim to create meaningful experiences, encourage longer stays, spread travel beyond major destinations and promote year-round visits, reinforcing Thailand’s position as a top preferred destination for Italian travellers."
Mrs. Chiravadee Khunsub
Stock photo for illustration only, not from the actual event
TAT also advanced partnerships with airline carriers Thai Airways International and ITA Airways to strengthen flight connectivity between Italy and Thailand, alongside charter airline Neos Air to meet high-season demand. On October 14, Mrs. Chiravadee spoke with prominent Italian travel media outlets, including TTG Italia—which averages around 400,000 monthly website visitors—Guida Viaggi, and Destinazione Benessere. Discussions highlighted the "Hub and Hook" approach, which links established destinations like Chiang Rai and Krabi with major cultural festivals and UNESCO heritage sites.
TAT's participation in TTG Travel Experience 2026 underscores a strategic shift toward high-value tourism and sustainable market expansion in Europe. By strengthening ties with major Italian tour operators such as Alpitour and enhancing airline collaboration, TAT is actively positioning Thailand as a year-round destination capable of driving expenditure and distributing tourism revenue effectively across secondary regions.
Source: TAT Newsroom
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