TAT Unveils 2027 Value Over Volume Strategy at WTM London

The Tourism Authority of Thailand (TAT) officially revealed its 2027 strategic direction under the "Value Over Volume" framework during the Amazing Thailand Press Conference at World Travel Market (WTM London 2026) held on November 4, 2026, at Excel London. The strategy places meaningful travel, wider visitor distribution, and greater benefits for local communities at the core of Thailand's tourism approach.

Ms. Thapanee Kiatphaibool, TAT Governor, stated that the ambition is not merely to attract higher visitor numbers, but to generate greater value from every journey. Leveraging Thailand's cultural foundation, local wisdom, and wellness traditions known as Saneh Thai, TAT is evolving from a tourism promoter into a tourism ecosystem orchestrator connecting airlines, businesses, and local communities.

Stock photo for illustration only, not from the actual event

Building on this vision, Ms. Parichat Boonclai, TAT Deputy Governor for Marketing Communications, outlined the 2027 marketing priorities centred on shifting from Value for Money to Value Through Meaning under the theme "Healing is the New Luxury," bringing together air connections, emerging destinations, and wellness offerings.

Regarding connectivity, TAT highlighted new services including Virgin Atlantic's winter flights between London Heathrow and Phuket, LOT Polish Airlines' Warsaw–Bangkok route, and Belavia's Minsk–Bangkok service. Through initiatives like The Link Plus, TAT connects international markets to lesser-known destinations such as Takua Pa in Phang-nga, Nakhon Si Thammarat, and Mekong River experiences in Ubon Ratchathani, aiming for a 10% increase in international arrivals to these locations.