Thailand Expands Shopping Rewards for ASEAN and South Asian Visitors in Autumn 2026

More than 50 partners offer retail, dining and hotel privileges as TAT targets 30,000 participants and 244 million baht in tourism revenue.

KEY TAKEAWAYS

• ASEAN India+ Shoppers in Thailand 2026 runs from September to November with privileges from more than 50 partners.
• The campaign now targets Pakistan, Sri Lanka and Bangladesh alongside established ASEAN and Indian markets.
• TAT aims for 30,000 participating tourists and at least 244 million baht in campaign-generated revenue.
• Visitors can register and redeem participating offers through the official campaign website.

Thailand is putting shopping at the centre of its autumn tourism strategy, extending a promotional programme that offers visiting travellers benefits at retail centres, restaurants, hotels and other businesses across the country. The third ASEAN India+ Shoppers in Thailand campaign is running from September through November 2026, with more than 50 partners participating and new outreach to South Asian markets.

Led by the Tourism Authority of Thailand (TAT), the initiative operates under the theme “MORE VALUE. MORE THAILAND.” Its central proposition is that spending on shopping and lifestyle experiences can benefit a wider range of Thai businesses while giving tourists additional reasons to explore beyond conventional sightseeing itineraries.

Shopping privileges and how travellers can use them

Participating businesses span major Bangkok retail destinations and operators nationwide. TAT identified King Power International, Central and Robinson department stores, The Mall Group, One Bangkok, MBK, Siam Piwat and Asiatique The Riverfront among the partners represented at the launch. Offers include discounts, vouchers, gifts and other privileges covering shopping, dining, accommodation and lifestyle activities.

Selected privileges are valued at between 500 and 2,000 Thai baht, although availability and redemption conditions depend on the participating business. Travellers can consult the official ASEAN India+ Shoppers campaign website, follow the registration process and select offers to redeem with participating merchants. Campaign information is also being promoted through partner websites, social channels, digital displays and in-person activity at airports, Pratunam and shopping districts, where staff can help with registration and redemption.

Broader South Asian reach and ambitious spending goals

Previous editions in 2024 and 2025 generated more than 81 million baht in combined tourism revenue, according to TAT. For 2026, the authority has expanded its marketing beyond established ASEAN and Indian audiences to include travellers from Pakistan, Sri Lanka and Bangladesh.

The targets are considerably larger than the reported results of earlier editions: TAT aims to engage 30,000 tourists, achieve at least 10 million campaign exposures and generate no less than 244 million baht in tourism revenue. These are campaign objectives, not confirmed outcomes.

Parichat Boonclai, TAT Deputy Governor for Marketing Communications, described ASEAN and South Asia as markets with strong connections to Thailand and demand for Thai products. She said the programme is intended to translate that interest into trips, increased spending and repeat visits, while directing more tourism income towards Thai brands, small and medium-sized enterprises and local businesses. TAT frames this approach as a shift towards greater value per visitor rather than relying solely on higher arrival numbers.

Why retail matters to Thailand’s visitor economy

Shopping is already a widespread part of the international visitor experience. TAT cited its 2025 international tourist behaviour survey, in which 91.05% of overseas visitors reported shopping during their trip and spending on shopping increased by 21.04%. Clothing, souvenirs, Thai food products, cosmetics and fragrances were among the commonly purchased goods.

The broader tourism outlook provides context for the initiative. TAT reported more than 8.45 million arrivals from ASEAN countries and India during 2026 to date. Between 1 January and 30 September, Thailand recorded 23.4 million international arrivals and more than 153.96 million domestic trips, contributing to approximately 2.04 trillion baht in tourism revenue. The authority forecasts 33 million international arrivals and 2.65 trillion baht in total tourism revenue by the end of 2026; both full-year figures remain projections.

For visitors, the immediate benefit is access to participating shopping and hospitality offers during the campaign period. For Thailand’s travel sector, the more consequential test will be whether additional discretionary spending reaches businesses across destinations and turns short promotional encounters into repeat travel. Further details are available from the TAT Newsroom.