Thai Tourism Minister sets 1.5M US visitor goal
Tourism Minister leads TAT strategic meeting in New York, targeting 1.5 million US visitors through the Value over Volume strategy.
Stock photo for illustration only, not from the actual event
- TAT aims to attract 1.5 million US visitors to Thailand under the Value over Volume strategy
- Strategic meeting held at the TAT New York Office on September 17, 2026, led by the Tourism and Sports Minister
- Focusing on high-spending segments including luxury, wellness, gastronomy, sports, and set-jetting tourism
- 2025 figures show US arrivals surpassed one million for the second consecutive year, staying nearly 15 nights
The Tourism Authority of Thailand (TAT), operating under the Ministry of Tourism and Sports, has established a strategic target to draw 1.5 million visitors from the United States. The initiative centers around the Value over Volume strategy, focusing efforts on higher-spending travellers, priority market segments, and strengthening airline and travel trade partnerships across North America.
This strategic direction was formulated during a high-level meeting at the TAT New York Office on September 17, 2026. The session was chaired by Mr. Surasak Phancharoenworakul, Minister of Tourism and Sports, alongside Ms. Natthriya Thaweevong, Chairperson of the TAT Board of Directors; Ms. Thapanee Kiatphaibool, TAT Governor; and key TAT executives, bringing together representatives from the New York, Chicago, and Los Angeles offices to unify operations throughout the Americas.
Ms. Thapanee stated that the Minister’s personal presence underscores the profound importance Thailand places on the Americas as a vital long-haul market. TAT is concentrating on travellers who extend their stays, spend more, and seek deeper cultural experiences, supported by strategic partnerships that convert interest into actual travel.
Stock photo for illustration only, not from the actual event
To achieve the 1.5 million target, TAT will coordinate its New York, Chicago, and Los Angeles branches alongside Team Thailand, airlines, tour operators, and tourism stakeholders. Together, they will develop relevant tourism products, adapt to shifting consumer behaviours, and maintain year-round demand. Priority sectors include luxury travel, wellness, gastronomy, sports tourism, Millennials, Gen Z, multigenerational families, and LGBTQ+ travellers.
"The Minister’s presence reflects the importance Thailand places on the Americas as a long-haul market."
Thapanee Kiatphaibool
Film tourism and set-jetting will further bolster this approach by capitalizing on Thailand’s high-profile features in international productions such as The White Lotus Season 3, Jurassic World: Rebirth, Alien: Earth, and The Challenge Season 42, transforming screen visibility into direct interest in local destinations, cuisine, wellness, and lifestyles.
The Value over Volume framework represents a modern shift in global destination management, aiming to mitigate overtourism and environmental strain while maximizing economic returns. By prioritizing high-yield travellers who stay longer, destinations can foster more sustainable growth and ensure tourism revenue directly benefits local communities and supply chains.
Following the strategic meeting, TAT hosted a Buddhist blessing ceremony for the new premises of the TAT New York Office. The event was attended by Ms. Somjai Taphaopong, Consul-General of Thailand in New York, Team Thailand representatives, and TAT executives, while also commemorating 61 years of continuous operations in New York since the office opened on May 15, 1965.
The United States remains a foundational long-haul market for Thailand. In 2025, the country welcomed 1,081,929 American visitors, marking the second straight year arrivals exceeded one million, with visitors staying an average of 14.59 nights and spending over 69,415 Baht per person. Between January 1 and September 15, 2026, Thailand has already recorded 716,983 US arrivals.
Source: TAT Newsroom
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