Amazing Journeys 2026 Links Middle East Buyers with Thai Operators
The TAT connected 40 travel trade representatives from the UAE and Saudi Arabia with 80 Thai tourism businesses at an event held on October 1, 2026, in Bangkok.
Stock photo for illustration only, not from the actual event
- The TAT hosted Amazing Journeys Through Thailand Trade Connect 2026 on October 1, 2026, at Hyatt Regency Bangkok Sukhumvit.
- The event linked 40 travel trade delegates from the UAE and Saudi Arabia with 80 Thai tourism operators.
- A six-day familiarisation trip ran from September 27 to October 2, 2026, across Pattaya, Hua Hin, and Bangkok.
- The initiative promotes the "Healing is the New Luxury" concept, combining wellness, nature, healthy dining, and halal services.
The Tourism Authority of Thailand (TAT) has further strengthened ties with the Middle Eastern travel market by hosting Amazing Journeys Through Thailand Trade Connect 2026 on October 1, 2026, at the Hyatt Regency Bangkok Sukhumvit. The networking event served as a centerpiece of the broader Amazing Journeys Through Thailand Mega FAM Trip & Trade Connect 2026, which took place from September 27 to October 2 across Pattaya, Hua Hin, and Bangkok.
The gathering brought together 40 travel trade representatives from the United Arab Emirates and Saudi Arabia to engage in continuous B2B meetings with 80 Thai tourism businesses, discussing product offerings, rates, and collaborative opportunities. Organized by the TAT Dubai Office in partnership with Air Arabia and the Association of Thai Travel Agents (ATTA), the initiative maintains robust trade engagement following TAT's decision to bypass the Arabian Travel Market amid regional security concerns.
Stock photo for illustration only, not from the actual event
Miss Wajanan Silpawornwiwat, Executive Director of the Americas, Middle East and Africa Region at TAT, stated that the programme equips trade partners with first-hand product knowledge to design tailored client itineraries. She emphasized that under the "Healing is the New Luxury" strategy, partners are encouraged to blend wellness, nature, healthy gastronomy, and halal-friendly dining with family accommodations and culturally sensitive services, while capitalizing on local festivals.
By pivoting away from traditional large-scale exhibition participation in the Middle East toward bespoke, immersive familiarisation trips and targeted B2B sessions, the TAT is demonstrating a localized, relationship-driven marketing approach. This strategy directly engages key regional tour operators during the Gulf's summer holiday period, which aligns strategically with Thailand's green season tourism goals.
Prior to the Bangkok trade sessions, participants experienced two distinct regional routes between September 27 and 29:
- Pattaya Route: Combined beachfront resort stays with visits to Nong Nooch Tropical Garden, Ocean Marina Yacht Club, island-hopping, Central Pattaya, and The Sanctuary of Truth.
- Hua Hin Route: Featured coastal resorts, historical landmarks, wellness offerings, and Vana Nava Waterpark.
The delegations reconvened in Bangkok on September 30 for Product Discovery Day, touring riverside hotels, VIP services, wellness clinics, Charoen Krung and Talat Noi districts, Thai design crafts, and shopping hubs, followed by a Chao River dinner cruise hosted with TBO Holidays.
Official figures from the TAT show that visitor arrivals from the Middle East totaled 531,743 between January 1 and September 20, 2026, marking an 11.53 percent decrease year-on-year. However, arrivals rebounded during the peak summer holiday window from July 1 to September 20, reaching 321,304 visitors—an 11.82 percent increase over the same period in 2025, underlining strong green season performance.
Source: TAT Newsroom
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