Thailand widens shopping campaign to more South Asian markets

Thailand

More than 50 partners offer visitor benefits as TAT targets 30,000 participants and at least 244 million baht in tourism revenue

The Tourism Authority of Thailand has expanded its ASEAN India+ Shoppers in Thailand campaign to Pakistan, Sri Lanka and Bangladesh, broadening an initiative previously focused on ASEAN countries and India. Running from September to November 2026, the third edition brings together shopping, dining, accommodation and lifestyle offers intended to increase spending by regional visitors.

More than 50 partners are participating nationwide, including department stores, shopping centres, restaurants, hotels and Thai brands. Selected benefits are valued at between 500 and 2,000 baht and take the form of discounts, vouchers, gifts and other privileges. Participating businesses include King Power International, Central and Robinson department stores, The Mall Group, One Bangkok, MBK, Siam Piwat and Asiatique The Riverfront.

TAT aims to attract 30,000 participating tourists, achieve at least 10 million campaign exposures and generate no less than 244 million baht in tourism revenue. The targets mark a substantial increase on the combined revenue of more than 81 million baht attributed to the 2024 and 2025 editions. Alongside additional spending, the authority wants the campaign to encourage repeat visits and extend business opportunities to smaller Thai companies.

Turning regional demand into spending

“ASEAN and South Asia are key markets for Thailand, with strong travel connections, demand for Thai products and potential for repeat visits,” said Parichat Boonclai, TAT Deputy Governor for Marketing Communications.

She said the campaign forms part of the authority’s “Value over Volume” approach, which seeks to increase visitor spending and spread tourism income more widely among Thai brands, small and medium-sized enterprises and local businesses.

The addition of Pakistan, Sri Lanka and Bangladesh reflects TAT’s assessment of their potential for shopping and lifestyle tourism. The broader geographical reach also gives participating retailers and hospitality operators access to customers beyond the campaign’s established markets.

Shopping already features prominently in international visitors’ itineraries. According to Thailand’s 2025 international tourist behaviour survey, 91.05% shopped during their stay, while shopping expenditure increased by 21.04%. Clothing, souvenirs, Thai food products, cosmetics and fragrances were among the popular purchases.

Digital offers meet on-site support

Visitors can access the campaign through its website or by scanning a promotional QR code. After registering, they select offers and redeem them with participating businesses. Staff at campaign locations provide assistance with registration and redemption.

Promotion combines partner websites, social media and digital displays with activities at airports, in Bangkok’s Pratunam area and in major shopping districts. The intention is to reach travellers both before departure and while they are making spending decisions in Thailand.

ASEAN countries and India accounted for more than 8.45 million arrivals to Thailand in 2026 to date, according to TAT. Across all international markets, the country welcomed 23.4 million visitors between January and September.

TAT forecasts 33 million international arrivals and total tourism revenue of 2.65 trillion baht for the full year. The shopping campaign is intended to support that outlook by encouraging regional travellers to spend more across retail, dining, accommodation and lifestyle businesses.