TAT turns Thai food momentum into Spain travel sales
The Tourism Authority of Thailand partners with Viajes El Corte Inglés for Grandes Viajes 2027, targeting 3,000 Thailand travel packages.
Stock photo for illustration only, not from the actual event
- TAT builds on Amazing Thailand Fest 2026 with a nationwide sales campaign across Spain
- Partnership with Viajes El Corte Inglés launches Grandes Viajes 2027: Descubre Tailandia
- Targeting at least 20 million consumer exposures and 3,000 Thailand package sales
- Spanish travellers can save up to €400 on selected Thailand holiday packages
The Tourism Authority of Thailand (TAT) is scaling up the success of its recent Thai culinary event in Madrid by launching a nationwide sales campaign across Spain, partnering with leading travel agency Viajes El Corte Inglés to convert cultural interest into actual travel bookings.
Entitled Grandes Viajes 2027: Descubre Tailandia, the campaign runs from 26 September through October 2026. It combines special Thailand travel offers with extensive retail and digital media exposure designed to stimulate travel demand through the final quarter of 2026 and into early 2027.
Stock photo for illustration only, not from the actual event
Mrs. Chiravadee Khunsub, TAT Deputy Governor for International Marketing for Europe, the Americas, the Middle East, and Africa, stated that this phase shifts the Madrid edition's momentum from inspiration to bookings under TAT's value-over-volume strategic direction.
The campaign follows the Amazing Thailand Fest 2026 (The Wholesome Taste of Thai) held from 26-27 September at El Corte Inglés Sanchinarro in Madrid, which drew over 5,000 visitors including premium shoppers, prospective travellers, and travel agency representatives.
"The aim is to create demand among quality travellers seeking distinctive experiences, longer stays, and meaningful connections with the destinations they visit."
Mrs. Chiravadee Khunsub, TAT Deputy Governor
Collaborating with El Corte Inglés provides TAT with an exceptionally effective retail distribution network across Spain. By integrating digital screens, in-store promotions, and targeted online media, the campaign successfully bridges gastronomy tourism and concrete travel bookings. This strategy targets high-value long-haul travellers during the European winter season, turning short-term culinary engagement into sustainable tourism revenue.
Promotional activities span over 400 screens at Viajes El Corte Inglés sales locations nationwide, supported by website banners, Google Ads, digital out-of-home media, in-store announcements at El Corte Inglés and Hipercor hypermarkets, social media channels, and newsletters.
Market statistics show that from 1 January to 30 September 2026, Thailand welcomed 137,228 Spanish visitors, averaging a 14-day stay and generating approximately 8.5 billion Baht in tourism revenue. TAT projects around 200,000 Spanish arrivals by the end of 2026.
Source: TAT Newsroom
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