Thailand’s Tourism Authority of Thailand (TAT) has set an ambitious 2026 strategy aimed at generating about 2.78 trillion baht in total tourism revenue—up 7% from an estimated 2.6 trillion baht in 2025—by prioritising higher-value travel while rebuilding confidence after a year marked by multiple headwinds.

TAT Governor Thapanee Kiatphaibool said the 2026 direction shifts towards “Value Over Volume”, after weaker foreign demand was hit by factors such as natural disasters, scam-related concerns and the Thai–Cambodian border dispute, which affected travel sentiment and forced a more proactive marketing approach.

Targets: 36.7m foreigners, 205m+ domestic trips

TAT is targeting 36.7 million foreign visitors in 2026, with more than 70% expected to come from short-haul markets in Asia and the South Pacific—about 25.7 million people. Long-haul markets from Europe, the Americas, the Middle East and South Africa are projected at 11 million, or roughly 30%.

On the domestic side, TAT aims to generate at least 205 million Thai trips by increasing travel frequency, with the combined domestic and international push intended to lift total tourism revenue to around 2.78 trillion baht.

Thapanee said overall foreign arrivals in 2025 were “not bad” despite challenges, adding that Bangkok still ranked as the world’s No.1 most-visited destination with more than 30.3 million foreign visitors, ahead of Hong Kong, London and Paris—an indication, she said, that the capital remains strongly positioned to attract “quality travellers” across segments.

Lisa teaser due in January, major push to refresh Thailand’s image

TAT is preparing to release a teaser advertisement in January 2026 featuring Lisa Lalisa Manobal as an “Amazing Thailand Ambassador”, as part of wider brand communication aimed at strengthening Thailand’s tourism and cultural appeal while extending the so-called “Lisa Effect”. TAT also plans to invite 80–100 overseas key opinion leaders (KOLs) to the launch.

New Year countdown, major Bangkok venues supported

During the high season in the first quarter of 2026, TAT said year-end and New Year travel remains a key driver. It estimates New Year tourism revenue at 70.1–76.5 billion baht, with TAT organising and supporting countdown activities across nine provinces nationwide. In Bangkok, it is supporting major countdown events at venues including ICONSIAM, CentralWorld, Em District, One Bangkok, Asiatique, and the Neon Countdown at Rajamangala National Stadium.