TAT promotes Khanom-Sichon and Cheow Lan Lake in Europe
TAT Frankfurt brought 10 European tour operators from Germany, Switzerland, and Austria to explore Southern Thailand from 9-16 October 2026 via The Link Plus.
Stock photo for illustration only, not from the actual event
- TAT Frankfurt hosted 10 tour operators from Germany, Switzerland, and Austria from 9-16 Oct 2026
- Linked Khanom-Sichon in Nakhon Si Thammarat with Cheow Lan Lake in Surat Thani
- Hosted the Khanom-Sichon Trade Meet with 14 local hotels on 11 October 2026
- German arrivals reached 640,674, staying 15.58 days and spending 58,814 Baht per trip
The Tourism Authority of Thailand (TAT) Frankfurt Office has concluded an eight-day familiarisation trip under The Link Plus initiative, bringing 10 tour operator representatives from Germany, Switzerland, and Austria to explore hidden-gem destinations in Southern Thailand from 9 to 16 October 2026.
The programme successfully connected Khanom and Sichon in Nakhon Si Thammarat with Khao Sok and Cheow Lan Lake in Surat Thani, creating novel multi-destination travel itinerary opportunities for the European market.
Ms. Suladda Sarutilavan, Executive Director Europe Region, noted that the next chapter of Thai tourism focuses on generating greater value across diverse destinations, communities, and seasons. Through The Link Plus, international travel partners connect directly with local businesses, transforming lesser-known locations into viable tourism products that distribute economic growth beyond established urban centers.
Stock photo for illustration only, not from the actual event
This initiative strategically combines seasonal highlights, pairing Khanom and Sichon—best visited from February to September—with the year-round natural attractions of Khao Sok and Cheow Lan Lake. Participants experienced coastal sites, community-based tourism in Tha Kham and Phrom Lok, and cultural landmarks in Nakhon Si Thammarat city, including Wat Phra Mahathat Woramahawihan, Thailand's ninth UNESCO World Heritage site.
"Our goal is to create a more connected tourism landscape where growth reaches beyond established centres and benefits local economies."
Ms. Suladda Sarutilavan, TAT Executive Director Europe Region
On 11 October 2026, the Khanom-Sichon Trade Meet connected the European delegation with 14 local hotel operators to foster commercial partnerships. Furthermore, TAT Frankfurt introduced a German-language promotional video, a brochure, and souvenir bags featuring traditional Nakhon Si Thammarat batik fabric to strengthen destination awareness.
The Link Plus initiative exemplifies TAT's targeted strategy to encourage high-value tourism by bridging well-known attractions with emerging regional destinations. By focusing on demographics such as Millennials and dual-income couples without children (DINKs), this approach mitigates over-tourism in major hubs while directly supporting grassroots economic sustainability.
This initiative directly supports TAT Frankfurt's 2027 marketing direction targeting high-potential regional segments. Germany remains a vital source market, recording 640,674 arrivals between 1 January and 30 September 2026, with an average stay of 15.58 days and expenditures of 58,814 Baht per trip, providing a robust foundation for extended multi-destination itineraries.
Source: TAT Newsroom
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