TAT unveils 2027 plan, highlighting “Value Over Volume” to attract quality tourists

Today (21 July 2026), at the Queen Sirikit National Convention Center, the Tourism Authority of Thailand (TAT) held its Market Briefing 2027 and Tourism Clinic. Ms. Thapanee Kiatpaiboon, Governor of TAT, opened the event, along with Ms. Jirawadee Khunsub, Deputy Governor for Europe, America, the Middle East, and Africa, and Ms. Patranong Na Chiangmai, Deputy Governor for Asia and South Pacific. They presented an overview of the tourism situation and strategic directions for promoting Thai tourism in international markets, both near and far, for 2027. The focus is on maintaining momentum and the proportion of quality tourists entering Thailand, driving tourism based on the “Value Over Volume” concept, and increasing the number of quality tourists. Creating value in tourism while simultaneously increasing spending per trip for tourists is crucial for driving quality and sustainable growth in Thai tourism.

Short-haul markets are moving towards sustainable growth with the "Balance Tourism" strategy, balancing revisit and first-time visits; mass and niche markets; expanding travel from major cities to secondary cities; and diversifying travel periods from daytime to nighttime. This is coupled with maintaining a balance between the environment and local communities, aiming to establish Thailand as an all-year-round destination. This will be further driven by the "NEXT 2027" strategy, focusing on N—New Demand & New Stories, identifying new market segments and areas; creating new reasons for repeat travel; driving the E—Experience Economy with experiences that create both value and emotion through Thai charm and identity; connecting major and secondary cities; expanding collaboration through X—Exchange & Ecosystem; and utilizing data-driven approaches while building T—Trust & Sustainable Growth, particularly focusing on safety, to elevate Thai tourism towards quality and sustainable growth.

The long-haul market aims to increase the number of tourists and create economic value using the NIYOM framework, which comprises New Experience, Inclusive Hospitality, Year-Round Destination, Originality & Authenticity, and Meaningful Travel. This is coupled with the implementation of the WLD strategy to develop meaningful travel experiences, expand potential markets, increase the length of stay, and elevate Thailand to become a sustainable, high-value destination in the global market.

Simultaneously, the Tourism Authority of Thailand (TAT) organized a Tourism Clinic, providing Thai tourism business operators with the opportunity to consult and receive knowledge from market experts from TAT's overseas offices. This will benefit them in developing marketing plans that are appropriate for their target tourist groups.