Thailand strengthens India tourism partnerships at SATTE 2026

Thailand

‘Healing is the New Luxury’ campaign anchors high-value growth strategy

Thailand is reinforcing its tourism relationship with India through a prominent presence at the South Asia Travel and Tourism Exchange (SATTE) 2026 in New Delhi. The Tourism Authority of Thailand (TAT) is using the three-day event, held from 25–27 February at the Yashobhoomi Convention Centre, to present its evolving market strategy centred on wellness, sustainability, and quality-driven tourism growth.

Now in its 33rd edition, SATTE attracts more than 35,000 participants and over 1,400 exhibitors. TAT is participating for the 17th time, hosting business meetings at a 312-square-metre Thailand Pavilion designed under the concept “Palette of Wellness, Your Ultimate Healuxe.” The pavilion serves as the platform for TAT’s global “Healing is the New Luxury” campaign and the introduction of the “New Thailand” vision to Indian partners.

Strong industry representation and business engagement

Fifty Thai tourism operators are represented at the pavilion, including hotels, resorts, tour companies, and attractions. More than 5,000 pre-scheduled business appointments are expected over the course of the exhibition.

Three airlines—Thai AirAsia, Thai Vietjet Air, and Thai Lion Air—are also participating, alongside the Phuket Tourist Association, the Samui Tourism Promotion Association, and the Association of Thai Travel Agents.

The pavilion was officially inaugurated by H.E. Ms. Chavanart Thangsumphant, Ambassador of Thailand to India, together with senior TAT executives, underlining Thailand’s commitment to strengthening bilateral tourism cooperation.

India positioned as a strategic growth market

On the opening day, TAT executives hosted a media briefing outlining the strategic importance of the Indian market. The presentation highlighted Thailand’s transition toward a more balanced tourism ecosystem guided by the principle of value over volume.

“India is both a strategic and high-potential market for Thailand. SATTE strengthens our partnerships under the New Thailand vision as we are transitioning towards a more balanced and high-value tourism ecosystem, guided by the principle of value over volume,” said Ms. Pattaraanong Na Chiangmai, TAT Deputy Governor for International Marketing Asia and South Pacific.

“Through the TAT’s Healing is the New Luxury campaign, we invite Indian travellers to experience journeys that restore balance, create meaningful moments, and deliver sustainable benefits for Thai communities and the industry.”

Wellness and lifestyle trends drive demand

India remains one of Thailand’s leading source markets, supported by growing demand among Millennials and Gen Z travellers seeking personalised and restorative travel experiences. TAT identifies families, wellness travellers, weddings, golfers, female travellers, and senior travellers among its key segments.

Beyond established destinations such as Bangkok, Phuket, Pattaya, Krabi, and Chiang Mai, Thailand is actively promoting secondary destinations including Kanchanaburi, Khao Yai, Chiang Rai, and Sukhothai to encourage repeat visitation.

Sustained growth and connectivity expansion

Thailand welcomed 2,487,319 Indian travellers in 2025, representing an increase of 16.82 percent year-on-year and generating 93.86 billion Baht in revenue. Between 1 January and 23 February 2026, arrivals from India reached 382,768, positioning India as Thailand’s fourth-largest inbound market.

For 2026, TAT targets more than 2.55 million Indian visitors and projected revenue of 97.86 billion Baht.

Air connectivity continues to strengthen the corridor. In 2025, ten airlines operated direct routes between India and Thailand, providing more than 19,000 flights and 3.8 million seats. Visa-exemption measures allowing Indian passport holders to stay for up to 60 days further enhance travel accessibility.

TAT also confirmed that recent Nipah virus cases in West Bengal have not affected travel activity, with tourism operations continuing as normal.

TAT’s participation at SATTE 2026 forms part of a broader India market strategy coordinated by its New Delhi and Mumbai offices, focusing on trade partnerships, targeted promotions, and brand positioning initiatives.