TAT Brings Its High-Value Tourism Strategy to ITB Asia 2026 in Singapore

The Tourism Authority of Thailand (TAT) announced on 21 October 2026 that it is presenting its high-value tourism strategy at ITB Asia 2026, held from 21 to 23 October at Marina Bay Sands, Singapore. TAT says this is its 19th participation. The Thailand Pavilion, themed "Thai Sanctuary: The Layer of Well-Being", opened on 21 October, and TAT is bringing 14 Thai tourism businesses under the concept "Healing is the New Luxury".

According to TAT, business meetings involve 26 businesses: 14 from Bangkok, Phuket, Phang-nga and Krabi, and 12 from Pattaya. The delegation includes 22 hotels and resorts, two destination management companies, one shopping centre and one attraction. TAT frames the effort within its 2027 "Value over Volume" direction and its "4 NEWs" approach, covering new segments, experiences, partnerships and image.

TAT reports that from 1 January to 19 October 2026, Thailand welcomed 673,114 Singaporean visitors. It says repeat visitors make up 86% of Singaporean travellers, 97.59% travel independently, and the average stay is 4.72 days. The leading motivations it cites are food and beverage (62.15%), destination diversity (56.84%) and local hospitality (48.05%).

TAT also lists four joint promotions running in Singapore from October 2026 to January 2027, with KKday (wellness), Klook (sports and soft adventure), Trip.com (family travel) and Singapore Airlines (special airfares to Bangkok and Phuket). It adds that Scoot has operated five weekly direct flights between Singapore and Chiang Rai since 1 January 2026. TAT Deputy Governor for International Marketing, Asia and the South Pacific, Kittipong Prapattong, is quoted: "Thailand's tourism success should be measured by the value each journey creates for travellers."

Source: Tourism Authority of Thailand, TAT Newsroom, "TAT brings Thailand's high-value tourism strategy to ITB Asia 2026", published 21 October 2026.