New products and meaningful travel experiences aligned with global trends aim to drive sustainable growth toward 3 trillion baht in revenue.
On Feb 2, 2026, the Tourism Authority of Thailand (TAT) held a press briefing for “Tourism Product Highlight 2026” at Neilson Hays Library to showcase the readiness and potential of Thailand’s tourism products and services for the year ahead.
The initiative aims to upgrade the quality of tourism products, routes and experiences in line with new global travel trends that prioritise wellness, life balance and meaningful journeys, while integrating collaboration with public and private partners to drive Thailand’s tourism industry to international standards.
TAT Governor Thapanee Kiatphaibool said TAT is focused on creating greater value for Thailand’s tourism industry through quality product development, ensuring every journey becomes more meaningful and memorable. This is driven by three core principles: delivering memorable, value-rich experiences through compelling storytelling and market-ready tourism offerings; creating meaningful experiences for both visitors and local communities through engagement with culture and local ways of life; and elevating operators through the TAT Certified framework, including the STGs STAR project, Thailand Tourism Awards and Trusted Thailand mark to build traveller confidence.
These efforts also aim to upgrade the tourism supply chain to international standards and enhance Thailand’s global competitiveness.
TAT believes that adding value through lifestyle-oriented, meaningful products and services will be a key factor in achieving the 3-trillion-baht tourism revenue target in 2026 and positioning Thailand as a world-class destination for wellness and purposeful travel.
TAT presented the following highlights under “Tourism Product Highlight 2026,” reflecting Thailand’s diverse tourism potential:
– Luxury Voyage Thailand: Bespoke luxury routes blending exclusivity, storytelling and responsible travel, such as classic car tours, private jet and helicopter charters, yacht charters and liveaboard diving, catering to high-end travellers.
– Romance in Thailand: Romantic routes and venues for couples and high-spending travellers, combining natural beauty and world-class service, such as the Suriyan Chandra River cruise experience in Ayutthaya.
– From Dusk till Dawn: 60 night-time destinations offering immersive experiences from sunset to sunrise, including Phu Hin Rong Kla National Park in Phitsanulok and Na Satta Thai Park in Ratchaburi.
– Thai Craft Destination: Experience Thailand through craft drinks, with eco-friendly experiential routes highlighting local ingredients and artisanal production, such as the Caffeine – Route in Chiang Mai and the Fresh Fruity Route in Chanthaburi.
– Local Experience: Routes connecting travellers deeply with local communities and culture, including programmes in Chiang Mai and Udon Thani provinces.
– Worth-Life Balance: Travel experiences promoting physical and mental wellness, such as The Barai in Hua Hin and Klai Spa in Bangkok.
– 5 Must Do in Thailand: Iconic and must-try experiences, from tasting Trang-style grilled pork to learning Muay Thai.
– Travel with Care: A new Krabi model focused on self-care, nature care and culture care beyond beach tourism.
– UNESCO Thailand: Seven routes linking UNESCO Creative Cities, including Chiang Mai, recognised for crafts and folk art.
– Krabi Prototype: A creative tourism model integrating nature, culture, lifestyle and modern activities.
– Rail Rover Thailand: Ten scenic rail routes encouraging slow travel, such as the “Taste Track” from Bangkok to Hua Hin and Songkhla.
TAT is also advancing sustainability through its TAT Certified standards, encompassing 151 Thailand Tourism Awards (Kinnaree Awards) for 2025, the Sustainable Tourism Acceleration Rating (STGs STAR) project, and the Trusted Thailand safety mark to boost global traveller confidence.
The event featured well-known influencers Jennie Panhan and Kyutae Oppa sharing travel experiences, alongside product showcases and DIY workshops. A live culinary demonstration highlighted a “canapé koi pla duk” dish by Chef Paisarn Cheewinsiriwat of Michelin-recommended Kaen restaurant in Khon Kaen and Bangkok, illustrating how local gastronomy can be developed into tangible tourism offerings.
More details on “Tourism Product Highlight 2026” are available at tourismproduct.tourismthailand.org or via the 1672 Travel Buddy hotline.
Source: Bangkok Post
