Thailand is targeting at least 5% growth in tourism revenue in 2027 by prioritising higher-value, meaningful travel experiences and encouraging visitors to explore destinations beyond the main tourist hotspots.
The Tourism Authority of Thailand (TAT) unveiled its ‘Value Over Volume’ strategy at World Travel Market (WTM) in London, focusing on value-driven experiences, wellness and spreading tourism income more widely across the country.
TAT Deputy Governor for Marketing Communications Parichat Boonclai told the media the 2027 strategy would shift the focus from value for money to ‘value through meaning’, under the theme ‘Healing is the New Luxury’.
New air services highlighted by TAT include Virgin Atlantic’s three-times-weekly winter flights between London Heathrow and Phuket, which began last month.
TAT is also promoting lesser-known destinations through its Link Plus marketing initiative, aiming to redistribute visitors and tourism spending beyond the country’s busiest tourist hubs.
Destinations in focus include Takua Pa in Phang-nga, Nakhon Si Thammarat and Mekong River experiences in Ubon Ratchathani. TAT aims to increase international arrivals to these destinations by 10%.
Wellness will also be a key focus, with plans to position Thailand as a global health and wellness destination by 2027. New experiences include surf therapy at Memories Surf House in Khao Lak and personalised biohacking and longevity programmes in Bangkok.
TAT also highlighted Ultra Thailand 2027, a networking event taking place from 20-24 June at the Four Seasons Hotel Bangkok at Chao Phraya River. The event will bring together Thai luxury tourism businesses and international travel professionals.
TAT projects more than 31 million international arrivals and tourism revenue of more than 1.56 trillion baht (£34.7 billion) for 2026.
Its 2027 targets include at least 5% growth in total tourism revenue and a 60:40 split of visitors between major and lesser-known destinations.
