The Tourism Authority of Thailand (TAT) introduced its new tourism strategy, “The New Thailand,” during ITB Berlin 2026, one of the world’s largest international travel industry exhibitions held in Berlin. The initiative highlights wellness-driven luxury travel, sustainable tourism routes and lesser-known destinations as part of Thailand’s effort to strengthen its position in the European travel market.

Presented under the theme “Unforgettable Experience: Healing is the New Luxury,” the strategy reflects a shift toward wellbeing-oriented travel experiences and environmentally responsible tourism offerings that appeal to evolving traveler preferences in Europe.

Wellness Tourism And Sustainable Travel Experiences

Thailand’s pavilion at ITB Berlin presented the country as a destination focused on restorative travel experiences where wellbeing, culture and authenticity intersect. The concept places wellness tourism, nature-based experiences and responsible travel at the center of the country’s international tourism promotion strategy.

Thapanee Kiatphaibool said the event provides an important platform to communicate Thailand’s evolving tourism vision to European partners and travel operators.

According to TAT, Germany remains one of Thailand’s most important long-haul tourism markets, with travelers increasingly seeking experiences focused on wellbeing, sustainability and authentic cultural connections.

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Strong Industry Participation And Sustainability Focus

Thailand’s participation at the event included a delegation of 165 tourism operators showcasing products and travel experiences to international buyers. Among them, 89 companies hold recognized sustainability certifications such as the Thailand Tourism Awards, Green Hotel certification and STAR standards, reflecting the country’s efforts to integrate sustainability across its tourism sector.

The showcase featured emerging destinations across different regions of the country, including Sukhothai and Nan in northern Thailand, Suphan Buri and Ratchaburi in the central region and the southern provinces of Satun and Trang. These locations are promoted as “hidden gems” designed to disperse tourism flows and support local economies.

Sustainable travel offerings also include low-carbon itineraries and the “Krabi: Travel With Care” program, which emphasizes environmentally responsible travel experiences across Thailand’s coastal destinations.

Culinary Wellness And Cultural Tourism

A highlight of the Thailand Pavilion was the Saneh Thai Café, which presented the country’s culinary heritage as part of its wellness tourism offering. Through the themes “Wellness on a Plate” and “Worth-Life Balance,” visitors were introduced to curated travel routes linking gastronomy, regional culture and holistic wellbeing.

The pavilion also showcased eco-friendly crafts produced from recycled marine debris and other sustainable materials. Visitors were invited to participate in hands-on workshops creating souvenirs such as bracelets, phone straps and keychains, reinforcing the message of responsible tourism and creative reuse.

During the exhibition, Princess Ubolratana visited the pavilion and demonstrated the preparation of som tam thad, a traditional Thai papaya salad served in a communal tray, highlighting Thailand’s culinary traditions and cultural identity.

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Growing Demand From European Travelers

Germany continues to play a major role in Thailand’s long-haul tourism strategy. In 2025, the country welcomed nearly 966,000 German visitors, representing a year-on-year increase of more than 10 percent. The positive trend continued into early 2026, with over 115,000 German tourists visiting Thailand in January alone.

German visitors typically stay for extended trips averaging more than 15 days and show strong interest in beach tourism, wellness retreats, nature-based travel and environmentally conscious tourism experiences.

To strengthen engagement with European travel partners, TAT also hosted the Amazing Thailand Networking Event during ITB Berlin, bringing together international media, travel operators and tourism stakeholders.

Building A Sustainable Tourism Economy

Beyond the exhibition itself, Thailand expanded its promotional campaign in Berlin through the Amazing Thailand Fest 2026 event at the KaDeWe department store, highlighting Thai cuisine and cultural experiences to inspire travel interest among European consumers.

Overall participation at ITB Berlin 2026 is expected to generate more than 5.5 billion baht in economic value for Thailand’s tourism sector, supporting the country’s strategy of focusing on higher-value tourism while maintaining environmental sustainability and cultural authenticity.

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