The Tourism Authority of Thailand (TAT) is targeting five Asian markets with campaigns promoting wellness, food and Thai culture, alongside fiscal 2027 targets for 6.2% growth in revenue from ASEAN visitors.
TAT also aims to increase arrivals from the Association of Southeast Asian Nations (ASEAN) by 4.3% in the same financial year. The five priority markets are Vietnam, Malaysia, Indonesia, Singapore and Taiwan.
The strategy, outlined in a Commerce Ministry statement on 23 October 2026, follows a policy set by Deputy Prime Minister and Commerce Minister Suphajee Suthumpun to bring together the commerce, culture, and tourism and sports ministries.
Suphajee’s policy aims to turn Thailand’s hosting of the 2026 Annual Meetings of the International Monetary Fund (IMF) and World Bank into lasting economic benefits by connecting tourism, Thai products and cultural influence, or soft power.
The initiative linking tourism, trade and culture aims to expand market opportunities, increase the value of goods and services, and distribute income to businesses and local communities.