TAT Presents Thailand Tourism 2030 Vision at WTM London 2026
TAT showcases 47 Thai tourism businesses at WTM London 2026, unveiling the 2027 Value Over Volume strategy focusing on 19 destinations and 55 communities.
Stock photo for illustration only, not from the actual event
- TAT brings 47 Thai tourism businesses to participate in WTM London 2026 on November 4, 2026.
- Presents the Thailand Tourism 2030 sustainability vision on the Wanderlust Headliner Stage.
- Highlights the Value Over Volume strategy to position Thailand as Asia's No. 1 high-value destination.
- Targets revenue distribution across 19 priority destinations and 55 target tourism communities.
The Tourism Authority of Thailand (TAT) presented Thailand's long-term sustainable tourism vision at World Market Travel (WTM London 2026), where TAT Governor Ms. Thapanee Kiatphaibool addressed international tourism leaders on the Wanderlust Headliner Stage at Excel London on November 4, 2026. Under the theme "Pioneering Sustainability in Paradise – The View from Thailand", TAT outlined responsible business practices and economic benefits for local communities.
Stock photo for illustration only, not from the actual event
Joining the discussion was Assistant Professor Dr. Kaewta Muangkasem, Lecturer in Tourism and Hospitality Management at Mahidol University International College (MUIC) and Director of STAC-Thailand, who shared expert insights on sustainable tourism policy, destination branding, and community-based tourism to balance growth with environmental responsibility.
"Transforming Thailand’s tourism industry requires collaboration beyond the tourism sector. Through our Transform Together initiative, TAT is joining forces with 11 ministries, industry associations and private-sector partners."
Ms. Thapanee Kiatphaibool
TAT's Value Over Volume direction aims to establish Thailand as Asia's No. 1 High-Value and Meaningful Destination by 2027, guided by "Healing is the New Luxury". This approach prioritizes immersive travel experiences connecting visitors with local culture and nature while encouraging longer stays and equitable revenue distribution.
Stock photo for illustration only, not from the actual event
To expand benefits nationwide, TAT is promoting 55 target tourism communities and 19 priority destinations across five regions. The initiative supports a target 60:40 visitor distribution between major and lesser-known destinations, creating opportunities for local enterprises and spreading tourism income.
TAT's emphasis on the Value Over Volume strategy at WTM London underscores Thailand's strategic shift away from mass tourism toward high-value spending and long-term environmental stewardship, aligning closely with global traveler priorities for sustainable and meaningful journeys.
Under the Thailand Green Tourism Plan 2030, TAT is raising environmental standards through programmes like TAT STGs STAR and CF Hotels, alongside destination-level models such as the Krabi Prototype, with future expansion planned through the Chiang Mai Prototype to balance economic development and conservation.
Source: TAT Newsroom
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