Thailand’s largest travel trade event returns this year, highlighting the theme “Healing is the New Luxury” with a focus on safety, sustainability, and meaningful travel. TTM+ 2026 welcomed 429 buyers, 428 sellers, and 114 international media. Buyers represented East Asia (28.2%), Europe (23.8%), ASEAN (20.3%), America (14.9%), and domestic markets (12.8%). Sellers included accommodations (77.3%), tour operators (11.4%), attractions and entertainment (6.3%), wellness resorts and hospitals (1.64%), transportation (0.9%), and others (2.3%).
The event took place from 10 to 12 June 2026 at the NICE Pattaya Convention and Exhibition Center. The Tourism Authority of Thailand (TAT) presents the Thailand Tourism Update, outlining a strategy for quality-led growth through wellness, meaningful travel, sustainability, and stronger international partnerships. In 2026, Thailand expects to generate about 2.65 trillion Baht in tourism revenue and welcome around 33 million international visitors.
TTM+ 2026 showcases Thailand’s readiness to deliver high-value tourism through wellness, nature-based experiences, and culturally rich journeys that connect travelers with local communities. It also serves as a platform for travel professionals, buyers, and partners from around the world to exchange ideas, foster collaboration, and explore new opportunities in a rapidly evolving tourism landscape.
Special curated programs and activities are prepared to host participants throughout the event, featuring product booths, talk-show and workshop sessions, buyer-seller appointment sessions, and pre- and post-tour activities. The Thailand Pavilion presents wellness routes from Thailand’s five regions through sensory and experiential activities designed to translate “Amazing Thailand: Healing is the New Luxury” into market-ready products. Sight, taste, scent, sound, and touch are used to highlight regional identities, from Thai fruits and one-bite gastronomy to herbal aromas, soundscapes, and interactive demonstrations.
A Welcoming Party was held at Alexa Beach Club Pattaya, officiated by Surasak Phancharoenworakul, Thailand Minister of Tourism and Sports, together with Thapanee Kiatphaibool, Governor of Tourism Authority of Thailand, along with distinguished country directors and government officials. Followed by Pattaya Night on the next evening, at Columbia Pictures Aquaverse, showcasing cultural attractions and an extensive range of gastronomy products, and concluded with the announcement of the next TTM+ 2027 with Khon Kaen as host destination.
Under the “Healing is the New Luxury” direction, Thailand is positioned as a destination where travel supports wellbeing through nature, culture, Thai hospitality, gastronomy, wellness, and local connection. The strategy targets long-haul travellers with transformative and self-investment experiences, short-haul markets with convenient food, entertainment, and relaxation breaks, and domestic travellers through the Amazing Thailand x LISA “Feel All the Feelings” campaign.
Wellness and gastronomy remain major strengths. Thailand’s wellness economy reached US$42.7 billion in 2024, supported by Thai wisdom, natural healing settings, medical excellence, herbal therapies, mindfulness retreats, IVF, aesthetic services, and preventive care. Gastronomy remains a strong cultural asset, supported by Bangkok’s global food reputation, Songkhla’s UNESCO Creative City of Gastronomy status, Michelin Guide expansion, and provincial food routes. Additionally, TAT continues to reshape its market toward Muslim-friendly tourism for a larger share of the Middle East and Indonesian Muslim markets.
Events and festivals remain key drivers of year-round tourism value. Some highlights include Tomorrowland Thailand on 11-13 December, Wonderfruit on 3-7 December, Amazing Thailand Marathon Bangkok on 28-29 November, HYROX on 13-16 August, Spartan Race Thailand, Vijit Chao Phraya, Phi Ta Khon Festival, Ubon Ratchathani Candle Festival, and the Illuminated Boat Procession.
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