By Marlene Goldman
With an emphasis on wellness and meaningful travel, Thailand is shifting its tourism strategy to focus on value over volume. The shift was announced by the Tourism Authority of Thailand (TAT) during a presentation at its Thailand Travel Mart Plus (TTM+) 2026, held from June 10-12 at the NICE Pattaya Convention and Exhibition Center.
In its 23rd edition since launching in 2001, the three-day event generated more than 15,000 business appointments and is expected to create over 5.08 billion Baht in tourism revenue, up 12.9% from 2025. In attendance at TTM+ 2026 were nearly an equal number of international buyers and Thai sellers, each numbering close to 430, along with 114 media in attendance. The buyers represented more than 50 countries.
“Through Value over Volume, TAT is presenting products and experiences that create stronger economic value, meaningful journeys, and wider benefits for communities and businesses, while reinforcing Thailand’s position as a leading destination for balanced, responsible, and sustainable tourism,” said Nithee Seeprae, TAT Deputy Governor for Marketing Communications.
TAT emphasized that “value” isn’t just in terms of economic value for the Thailand tourism industry, but also for travelers to partake in memorable experiences and for the local community to benefit. Examples TAT offered include finding a Thai cooking class to gain insight into Thai ingredients, culture, and culinary traditions, or for those interested in marine conservation, embarking on a responsible diving experience that teaches about coral reef preservation and sustainable tourism practices.
Wellness Takes Center Stage
On the MICE side, demand is growing, according to TAT, with an emphasis on value. As an example, Pattaya, the host city for this year’s TTM+, is actively repositioning itself as a family-friendly, sports, and MICE hub. On the leisure side, there is also a shift toward purposeful travel, with wellness, cultural immersion and nature-based experiences leading demand.
The theme at this year’s TTM +, Healing is the New Luxury, reflected a focused on healing the body, mind, and spirit through authentic experiences in Thailand. Initiatives highlight wellness in many different forms, including spiritual retreats, mindfulness and meditation experiences, nature-based tourism, wellness-focused cuisine, and community experiences that create a deeper emotional connection with destinations and local people.
Part of the TTM+ 2026 program included hands-on experiences within the networking area of the convention center. Attendees could take lessons from local makers and companies in everything from crafting local sea glass into jewelry to mixing local ingredients to create personalized bath salts.
The buyers were also able to sign up for post trips to discover other regions of Thailand. while some members of the media were invited to experience both healing and luxury highlights, including stays at upscale properties like the new Andaz One Bangkok, by Hyatt; Pattaya Marriott Resort and Spa; and the five-star MASON Pattaya at Na Jomtien Beach.
Wellness and cultural experiences were part of the media program, including hotel spa treatments, a temple visit to Wat Arun in Bangkok, a tour of the Sanctuary of Truth Museum in Pattaya, and an aromatherapy workshop at Mesook Farm. Local culinary flavors were also part of the experience, from top end Thai cuisine at the five-star Phra Nakhon restaurant in the 5-star Capella Bangkok hotel to a tour of the Supphatraland Rayong fruit farm for a taste of local fruits.
Early Results and Policy Changes
According to TAT, past editions of TTM+ have served as catalysts for substantial forward bookings, and they expect this year’s focus on wellness to accelerate growth in premium, high-yield segments. As of June 2, Thailand welcomed more than 14 million international visitors, generating around 679 billion Baht in tourism revenue. projected tourism revenue of 2.65 trillion Baht from domestic and international tourism, with 33 million international arrivals expected in 2026.
One of the issues addressed at TTM+ is an impending crackdown on visas, including a move to shorten the length of stay from 60 days down to 30 days for tourists visiting from any of the 93 visa-free countries. In addition, Thai authorities will check other visa types to ensure that individuals entering the country comply with the purpose of that visa. The measures are designed to address concerns about the misuse of extended visas and the involvement of some tourists in illegal activities.
For those who want to stay longer, such as digital nomads working from Thailand or anyone immersing themselves in a cultural learning experience, they will be able to apply for a Destination Thailand Visa, which is a multi-entry visa eligible for five years.
Looking Ahead to TTM+ 2027
TAT also carried out community-focused initiatives alongside TTM+ 2026. Reusable materials, including vinyl, carpet, plywood, steel, plants, and props, were donated to organisations in Chon Buri, including Baan Kru Boonchoo Foundation for Special Children, Phinchaem Witthayasorn School, and NICE Pattaya. Surplus food was also redistributed to educational institutions and public-benefit organisations in the area.
Next year’s event location was announced at the closing night party, held at Columbia Pictures Aquaverse theme park, which included Thai dancers, fire shows and local foods. TTM+ 2027 will be held in Khon Kaen, the first time the event will be held in Isan, Thailand’s culturally rich northeastern region.
