
06/08/2025
The Tourism Authority of Thailand (TAT) has unveiled an ambitious new strategic direction for 2026. Backed by a 4.5-billion-baht budget, the plan signals a major shift in how the country approaches tourism – moving away from a focus on sheer numbers and instead emphasising quality, depth of experience and long-term value.
TAT’s approach also places strong emphasis on Thailand’s soft power – its culture, creativity and heritage.
Asian Trails continues to develop innovative travel experiences aligned with TAT’s vision. To learn more, visit: https://buff.ly/X8XBLis
The Tourism Authority of Thailand (TAT) has unveiled an ambitious new strategic direction for 2026.