Thailand targets higher-spending Italian travellers through new tourism partnerships - Get updated on what's happening in tourism!

The Tourism Authority of Thailand (TAT) is strengthening its presence in the Italian travel market through closer cooperation with airlines, tour operators and tourism suppliers. At TTG Travel Experience 2026, held in Rimini from 14 to 16 October, the organisation presented its marketing priorities for 2027, focusing on higher-value tourism, longer stays and travel beyond Thailand’s established holiday destinations. The Thai delegation completed 150 business appointments during the three-day exhibition.

Italy is an increasingly important European source market for Thailand. Between 1 January and 12 October 2026, the country welcomed 197,981 Italian visitors, who stayed an average of 12 nights and spent approximately 50,000 baht per person per trip. TAT expects at least 295,000 arrivals from Italy for the full year, generating an estimated 14.7 billion baht in tourism revenue. The forecast represents approximately 3% of Thailand’s European visitor arrivals.

For 2027, TAT aims to increase average spending by Italian visitors by 1%. Its strategy concentrates on four segments: premium travellers seeking personalised holidays, wellness tourists, honeymooners and couples, and visitors interested in Thai culture, cuisine, traditional craftsmanship and festivals. The organisation also wants to encourage travel outside the main holiday season and distribute tourism spending across a wider range of destinations.

Airlines and tour operators support market development

Thailand participated in the 63rd TTG Travel Experience with a 40-square-metre pavilion and six tourism businesses. The delegation included destination management companies Siam Holiday & Leisure, Asco Travel, Siam Dragon Tour and Asian Trails, alongside accommodation provider All Inclusive Collection (Rixos) and Thai Airways International.

The exhibition provided opportunities to discuss the inclusion of additional Thai tourism products in Italian tour operator programmes for 2026 and 2027.

Air connectivity formed a central part of the discussions. TAT met representatives of ITA Airways to explore maintaining direct connections between Italy and Thailand, potentially increasing frequencies and developing joint promotions to encourage travel throughout the year.

Discussions with charter airline Neos Air focused on sales activities and the possibility of introducing a new route in 2028 serving emerging Thai destinations. These remain proposals rather than confirmed route launches.

TAT also held talks with Alpitour, one of Italy’s major tour operators, about stimulating demand among families and encouraging bookings during traditionally quieter travel periods.

A further development concerns Thai Airways. At a business briefing in Milan on 12 October, the airline outlined plans to introduce the Airbus A350-900 on its Milan–Bangkok service. According to TAT, the aircraft change is intended to increase passenger capacity and provide additional opportunities for travel companies selling Thailand holidays.

Wellness and regional experiences take priority

TAT’s marketing direction for 2027 is built around the concept Healing is the New Luxury, which positions relaxation, wellness and personalised experiences as important elements of Thailand’s tourism offering.

Chiravadee Khunsub, TAT Deputy Governor for Europe, the Americas, the Middle East and Africa, said the organisation wants to combine these themes with stronger partnerships across the travel industry.

“In 2027, TAT aims to increase average spending by Italian visitors by 1%, focusing on four key segments: premium travellers seeking personalised experiences, wellness travellers, honeymooners and couples, and culture-focused visitors interested in local craftsmanship, Thai cuisine and major festivals.”

An important part of the strategy is to encourage visitors to explore destinations beyond the country's principal tourism centres. Under its Hub and Hook approach, TAT links established destinations such as Chiang Rai and Krabi with cultural festivals and attractions in other provinces.

Examples include the Candle Festival in Ubon Ratchathani, the Illuminated Boat Procession in Nakhon Phanom and the Christmas Star Parade in Sakon Nakhon. UNESCO-listed cultural heritage sites also feature in the initiative.

For Italian tour operators, these connections could support itineraries combining familiar destinations with lesser-known regions, particularly for travellers interested in cultural experiences and extended holidays.

TAT is also working with Italian travel media to communicate this broader destination offering. During the Rimini exhibition, representatives met publications including TTG Italia, Guida Viaggi and Destinazione Benessere.

Northern Thailand gains new travel products

A separate initiative presented at TTG Travel Experience focuses on Northern Thailand. Italian travel writer and photographer Mattia Lorenzetti and travel writer Guido Prosperi have developed their experiences in the region into a new guidebook published by Giaconi.

Tour operator Going is offering tailor-made itineraries inspired by the journey, creating a commercial connection between travel storytelling and bookable tourism products.

The initiative reflects TAT’s broader effort to develop specialised travel experiences rather than relying exclusively on traditional beach holiday demand. Cultural routes, regional gastronomy and locally focused itineraries can provide additional reasons for visitors to extend their stays.

For Thailand’s tourism businesses, the Italian market offers opportunities beyond peak-season leisure travel. With an average stay of 12 nights, Italian visitors already represent a long-haul segment with potential for multi-destination itineraries and additional spending in regional destinations.

The discussions in Rimini and Milan have established several areas for further cooperation, although proposed airline expansions and new routes have not yet been confirmed. TAT’s immediate priority is to translate its airline partnerships, destination promotion and product development into stronger year-round demand from Italy.

Image Credit: © TAT