NewzVille Desk
The Tourism Authority of Thailand (TAT) is strengthening its tourism ties with India through its showcase of Thai culture at the South Asia Travel and Tourism Exchange (SATTE) 2026, held from 25–27 February at the Yashobhoomi Convention Centre in New Delhi.
TAT is taking part at South Asia’s Travel and Tourism Exchange (SATTE) 2026 for the 17th time, hosting business negotiations between Thai tourism operators and Indian buyers at the Thailand pavilion. ‘Palette of Wellness, Your Ultimate Healuxe’ concept, ideal for highlighting the TAT’s global ‘Healing is the New Luxury’ campaign is attracting visitors and position Thailand as a high-value restorative destination.
The Thai Pavilion opened on 25 February and was officially inaugurated by Ms. Chavanart Thangsumphant, Ambassador of Thailand to India, together with Ms. Pattaraanong Na Chiangmai, TAT Deputy Governor for International Marketing Asia and South Pacific; Mr. Chuwit Sirivajjakul, TAT Deputy Governor for Policy and Planning; and senior TAT executives.
The event underscores Thailand’s commitment to expanding tourism cooperation with India under a quality-driven growth strategy.
Fifty Thai tourism operators are represented at the pavilion, comprising hotels and resorts, tour companies, and recreational attractions, with more than 5,000 pre-scheduled appointments expected over the three-day event.
Three airlines—Thai AirAsia, Thai Vietjet Air, and Thai Lion Air— are also present in addition to the Phuket Tourist Association, the Samui Tourism Promotion Association, and the Association of Thai Travel Agents.
Pattaraanong led a media briefing on25 February, 2026 regarding the Healing is the New Luxury campaign, joined by senior TAT executives.
The event emphasised the importance of achieving high-value growth via wellness, culture, and sustainability while making it the core target strategy for India.
“India is both a strategic and high-potential market for Thailand. SATTE strengthens our partnerships under the New Thailand vision as we are transitioning towards a more balanced and high-value tourism ecosystem, guided by the principle of value over volume,” Pattaraanong said. “Through the TAT’s Healing is the New Luxury campaign, we invite Indian travellers to experience journeys that restore balance, create meaningful moments, and deliver sustainable benefits for Thai communities and the industry.”
Under the New Thailand vision, TAT is advancing its ‘Amazing 5-Economy’ framework, aligning tourism with global lifestyle trends in wellness, culture, shopping, and digital convenience.
India remains one of Thailand’s top source markets, driven by Millennials and Next-Gen travellers who increasingly seek personalised and healing journeys. Key segments include families, health and wellness travellers, weddings, golfers, female travellers, seniors, and emerging niche segments focused on rejuvenation, restoration and adventure.
Beyond established destinations such as Bangkok, Pattaya, Phuket, Krabi, and Chiang Mai, Thailand is also promoting secondary destinations, including Kanchanaburi, Khao Yai, Chiang Rai, and Sukhothai to encourage repeat visitation and deeper engagement.
TAT’s participation at SATTE 2026 forms part of a broader India market strategy led by its New Delhi and Mumbai offices.
The offices run dedicated promotion schemes for corporate and wedding groups, joint sales campaigns with major Indian travel platforms, participate in trade and consumer events, and organise media familiarisation trips form as part of a coordinated effort to drive quality arrivals and strengthen Thailand’s brand positioning in the Indian market.
This helps inbound arrivals from India to remain strong, with Thailand welcoming 2,487,319 Indian travellers in 2025, an increase of 16.82 per cent over the prior year and generating 93.86 billion Baht in revenue. From 1 January to 23 February 2026, Thailand received 382,768 Indian travellers, making India as the fourth-largest inbound market after China, Malaysia, and Russia.
For 2026, TAT is currently targeting more than 2.55 million Indian visitors and 97.86 billion Baht in revenue, highlighting India’s market stability and importance to Thailand’s overall tourism ecosystem.
Added air accessibility also continues to strengthen Thailand’s competitiveness. In 2025, 10 airlines operated direct services between India and Thailand, offering 19,132 flights and 3,835,214 seats.
Enhanced connectivity from major Indian cities to Bangkok, Phuket, and Krabi supports growing demand, while visa-exemption measures allowing Indian passport holders to stay for up to 60 days further enhance ease of travel.
