Thailand Targets Repeat Visitors and Wellness Travel at ITB Asia 2026

TAT brings 26 tourism businesses to Singapore as its 2027 strategy prioritises higher-value journeys, regional discovery and year-round experiences.

KEY TAKEAWAYS

• TAT is presenting its “Healing is the New Luxury” theme at ITB Asia 2026 from 21–23 October in Singapore.
• Its trade programme brings together 26 tourism businesses from Bangkok, Phuket, Phang-nga, Krabi and Pattaya.
• Thailand recorded 673,114 Singaporean visitors between 1 January and 19 October 2026, according to TAT.
• Promotions with KKday, Klook, Trip.com and Singapore Airlines run from October 2026 to January 2027.

Thailand is putting wellness, independent travel and lesser-visited destinations at the centre of its tourism promotion for 2027, using this week’s ITB Asia 2026 in Singapore to connect those ambitions with travel sellers and regional partners.

At the trade exhibition, running from 21 to 23 October at Marina Bay Sands, the Tourism Authority of Thailand (TAT) is presenting its “Healing is the New Luxury” campaign. The approach signals a focus on the value visitors generate for local businesses and communities, rather than visitor numbers alone. TAT says its 19th appearance at ITB Asia is intended to help turn demand for wellness, culture and more varied itineraries into travel products that can be sold throughout the year.

Turning wellness and regional discovery into bookable travel

The Thailand Pavilion, designed around the concept “Thai Sanctuary: The Layer of Well-Being”, combines contemporary craftsmanship, natural materials and floral decoration. Its interactive Amazing Thailand AI Photo Booth presents four aspects of a holiday in the country: culture through Sawasdee Thailand, nature and relaxation through Sabai in Thailand, food through Aroi in Thailand, and Muay Thai and active pursuits through Sanook in Thailand.

Behind the visitor-facing displays is a substantial business programme. TAT is facilitating meetings for 14 tourism businesses from Bangkok, Phuket, Phang-nga and Krabi, alongside 12 from Pattaya. Together, the participants comprise 22 hotels and resorts, two destination management companies, a shopping centre and an attraction. TAT says many carry sustainability certifications or recognition through schemes including STGs STAR, Travelife, CF Hotels and Green Logo.

Kittipong Prapattong, TAT Deputy Governor for International Marketing – Asia and the South Pacific, said the authority wants tourism performance to reflect the benefits created for travellers, businesses and communities. His remarks connected the exhibition’s trade meetings with efforts to link established tourism hubs to emerging places and encourage return visits.

The pavilion opened on 21 October in the presence of Chonlatee Chanrachakul, Minister and Deputy Chief of Mission at the Royal Thai Embassy in Singapore; Kittipong; Patsee Permvonsenee, TAT Executive Director for ASEAN, South Asia and South Pacific Region; and Wittaya Khunpluem, Chief Executive of the Chonburi Provincial Administrative Organisation.

Why Singapore’s repeat travellers matter

Singapore is an especially relevant market for this strategy because TAT’s figures indicate that Thailand is already attracting experienced, largely independent visitors from the city-state. Between 1 January and 19 October 2026, Thailand recorded 673,114 visitors from Singapore. According to the authority, 86% of Singaporean travellers are repeat visitors, 97.59% travel independently and their average stay is 4.72 days.

Food and beverage is the most commonly cited reason for visiting, at 62.15%, followed by the variety of destinations at 56.84% and local hospitality at 48.05%. TAT also identifies interest in wellness, luxury and experience-led holidays, active pursuits, Fly & Drive trips and places beyond the best-known resorts. These preferences provide a practical basis for its effort to encourage travellers to explore more of the country.

Trade partnerships and flights extend the campaign beyond ITB Asia

From October 2026 through January 2027, TAT plans four joint promotions in Singapore, each aimed at a different kind of trip. KKday is the partner for wellness packages; Klook for sports and soft adventure; Trip.com for family holidays; and Singapore Airlines for special fares to Bangkok and Phuket.

Air access is also part of the proposition. Scoot has operated direct flights between Singapore and Chiang Rai five times weekly since 1 January 2026, giving travellers an alternative entry point into northern Thailand and supporting itineraries focused on wellness, outdoor activity and regional discovery.

More broadly, TAT’s 2027 “4 NEWs” framework covers New Segments, New Experiences, New Partnerships and New Image. The associated Amazing Thailand Off Scripts initiative aims to reach younger travellers with less familiar destinations and local activities, while year-round themes extend to gastronomy, sport, subcultures and nightlife. The authority’s Trusted Thailand initiative addresses visitor safety and confidence alongside sustainable tourism.

By combining destination storytelling with airline capacity and online sales campaigns, the programme gives travel businesses a clearer view of how Thailand intends to convert interest in new experiences into repeat bookings. Further information is available from the TAT Newsroom and the official announcement.