Thailand targets high-value tourism with new wellness strategy for 2027 - Get updated on what's happening in tourism!

Thailand is placing greater emphasis on visitor spending, travel experiences and sustainable economic benefits as it prepares its tourism strategy for 2027. At ITB Asia 2026, held from 21 to 23 October in Singapore, the Tourism Authority of Thailand (TAT) is presenting its new direction under the theme “Healing is the New Luxury”, highlighting wellness tourism, regional destinations and products designed to attract higher-value visitors.

The initiative forms part of TAT's broader Value over Volume approach, which seeks to measure tourism performance not simply by arrivals but also by the benefits generated for businesses and local communities. Thailand's participation in the trade show brings together tourism companies from Bangkok, Phuket, Phang-nga, Krabi and Pattaya, creating opportunities for international buyers to establish new commercial relationships.

The strategy also reflects changing travel patterns in important Asian source markets. Repeat visitors, independent travellers and younger customers are increasingly interested in experiences beyond traditional beach holidays, including gastronomy, wellness, outdoor activities and local culture. TAT intends to respond by connecting established destinations with lesser-known regions and developing bookable products that can generate demand throughout the year.

Wellness becomes a central tourism proposition

Thailand's pavilion at ITB Asia is designed around the concept “Thai Sanctuary: The Layer of Well-Being”. Natural materials, traditional floral decorations and contemporary Thai craftsmanship provide a setting intended to reflect the country's wellness traditions.

An interactive AI photo booth introduces four aspects of the destination: Thai culture, nature and relaxation, gastronomy, and active experiences such as Muay Thai. The presentation illustrates how TAT intends to combine familiar elements of Thailand's tourism appeal with products addressing specific traveller interests.

Kittipong Prapattong, TAT Deputy Governor for International Marketing – Asia and the South Pacific, emphasised the importance of creating measurable benefits across the tourism economy.

“Thailand’s tourism success should be measured by the value each journey creates for travellers, businesses and local communities,” he said.

The business delegation includes 14 tourism companies from Bangkok, Phuket, Phang-nga and Krabi, together with 12 from Pattaya. Participants comprise 22 hotels and resorts, two destination management companies, a shopping centre and a visitor attraction.

Several businesses have obtained sustainability certifications or recognition through programmes including Travelife, STGs STAR, CF Hotels and Green Logo. Their participation reflects the growing role of environmental credentials in the development and international distribution of tourism products.

New destinations and partnerships for 2027

TAT's marketing plans for 2027 follow a framework described as the “4 NEWs”: New Segments, New Experiences, New Partnerships and New Image.

Under the “Amazing Thailand Off Scripts” initiative, the tourism authority plans to introduce younger travellers to emerging destinations, local experiences and events outside the most established tourism centres.

The approach covers wellness, gastronomy, sports, alternative cultural interests and evening entertainment. By developing a broader range of experiences, TAT aims to encourage repeat visits and distribute tourism activity more widely across the country.

Commercial partnerships will play an important role. Airlines, online travel platforms and local tourism suppliers are expected to support targeted promotions, while the “Trusted Thailand” initiative addresses visitor safety, confidence and sustainable tourism practices.

For international tour operators, the strategy could create additional opportunities to combine established destinations with regional excursions, specialist accommodation and activity-based itineraries.

Singapore provides a model for repeat-visitor marketing

Singapore remains an important source market for Thailand, particularly because of its high proportion of independent and returning visitors.

Between 1 January and 19 October 2026, Thailand welcomed 673,114 visitors from Singapore. According to TAT, repeat visitors accounted for 86% of the market, while 97.59% travelled independently. The average length of stay was 4.72 days.

Food and beverage experiences were identified as a leading travel motivation by 62.15% of Singaporean visitors, followed by destination diversity at 56.84% and local hospitality at 48.05%.

These preferences help explain Thailand's emphasis on experience-led tourism. Rather than concentrating exclusively on attracting first-time visitors, TAT is seeking to give returning travellers new reasons to explore different parts of the country.

Four joint promotions are being introduced in Singapore between October 2026 and January 2027. They include wellness packages with KKday, sports and soft-adventure activities through Klook, family travel offers with Trip.com and promotional airfares to Bangkok and Phuket with Singapore Airlines.

Air connectivity is also supporting the development of regional destinations. Scoot's direct service between Singapore and Chiang Rai, operating five times weekly since 1 January 2026, provides additional access to northern Thailand.

The combination of new products, digital distribution and regional air services illustrates how Thailand intends to translate its high-value tourism strategy into commercial opportunities. For travel companies, the emphasis is shifting towards more differentiated itineraries, repeat-visitor products and experiences that connect international demand with local tourism businesses.

Image Credit: © AI generated illustration using material courtesy of TAT