Thailand Nextperience 2027: TAT Unveils Five Tourism Priorities

The Tourism Authority of Thailand (TAT) has officially outlined its strategic tourism direction at the Thailand Nextperience: Tourism Product Highlight 2027 event, held on October 20, 2026, at the Pullman Bangkok King Power in Bangkok. The event translated the “The Year of Transformation” vision for 2027 into market-ready tourism products under the “Transform Together” strategy, leveraging the Amazing 5 Economy framework and Partnership 360 to connect businesses, local communities, and industry partners.

Ms. Thapanee Kiatphaibool, TAT Governor, emphasized during the event that the next chapter of Thai tourism will be defined by the intrinsic value of visitor experiences and the economic and social benefits they generate. Guided by the principle of Value over Volume, TAT targets at least 5% growth in tourism revenue for 2027, transforming Thailand into a High-Value & Meaningful Destination. To achieve this, TAT introduced five core tourism product priorities:

• Wellness: Combines the Siriraj Sappaya Sathan Thai traditional medicine center and the pioneering “The Wave of Healing” surf therapy in Phang-nga, integrating healthcare with hospitality, spas, gastronomy, and sports.
• Festival Economy: Leverages the “365 Days of Celebration” campaign through global events such as Pride Month, Tomorrowland Thailand, EDC Thailand, S2O, Wonderfruit, and Amazing Thailand Marathon, alongside signature regional traditions like the Ubon Ratchathani Candle Festival, Nakhon Phanom Illuminated Boat Procession, and Sakon Nakhon Christmas Star Parade.
• Creative Economy: Transforms cultural heritage into participatory experiences across three groups: Meaningful Love Journey, Soul of Siam, and Creatrip Thailand, focusing on crafts, jewelry, textiles, and local community engagement.
• Sustainable and Regenerative Tourism: Focuses on responsible travel models, building upon the Krabi Prototype to introduce the Chiang Mai Prototype that connects natural attractions, Lanna heritage, and local lifestyles.
• Trusted Thailand: Centers on safety, quality, and service standards through TAT Certified initiatives such as TAT STGs STAR, CF-Hotels, and the Thailand Tourism Awards.

Stock photo for illustration only, not from the actual event

"Thailand’s next chapter in tourism must be defined by the value of its experiences and the benefits they create. Our greatest opportunity lies in turning the character of each destination, knowledge of local people and diversity of Thai culture into compelling reasons to visit and return."

Thapanee Kiatphaibool (TAT Governor)

The event also featured insightful panel discussions on changing traveler behaviors and wellness trends featuring Dr. Dissapong Panithaporn, dermatologist and co-founder of The Demis Clinic, and Thaworn Passornsirikul, founder of The Gaijin Trips platform. Further details, itineraries, and e-books regarding Thailand Nextperience are accessible via official TAT channels.

Source: TAT Newsroom