The Tourism Authority of Thailand (TAT) has launched its “The New Thailand” imaginative and prescient at ITB Berlin 2026, the world’s largest journey commerce honest. This initiative goals to boost Thailand’s standing as a world-class vacation spot by selling healing-led luxurious and sustainable tourism, particularly focusing on the European market. The occasion, held from 3 to five March at Berlin ExpoCentre City, marks the sixtieth anniversary of the honest.
Her Royal Highness Princess Ubolratana graced the Thailand Pavilion, showcasing Thai culinary arts by getting ready som tam thad, a conventional papaya salad. This dwell demonstration highlighted Thailand’s cultural vibrancy and culinary experience, drawing vital consideration from worldwide media and commerce companions.
TAT Governor Thapanee Kiatphaibool famous that ITB Berlin serves as a strategic platform to speak Thailand’s imaginative and prescient, which aligns with the worldwide demand for wellbeing and significant journey experiences. “Healing-led luxury reflects evolving global demand for wellbeing and meaningful travel experiences whilst sustainability and hidden gems sharpen Thailand’s competitive edge in Europe,” she acknowledged.
The Thailand Pavilion featured 165 Thai tourism operators, with 89 holding recognised sustainability certifications. The showcase emphasised hidden gems throughout varied areas, together with Sukhothai, Nan, Suphan Buri, Ratchaburi, Satun, and Trang. The pavilion additionally offered eco-friendly merchandise and interactive actions, reinforcing Thailand’s dedication to inventive and accountable tourism.
Germany stays a precedence marketplace for Thailand, with a major improve in German guests lately. In 2025, Thailand welcomed 965,898 German guests, a 1,060% improve from 2024. This upward pattern has continued into 2026, with 115,700 German travellers visiting Thailand from 1 to 31 January, marking a 255% year-on-year improve.
The ITB Berlin 2026 participation is predicted to generate over $156 million (5.568 billion Baht) in financial worth, reinforcing Thailand’s path in the direction of turning into a sustainable, high-value vacation spot
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