Strong International Response Reflects Confidence in Thailand’s Tourism Industry as Global Buyers Gather for Business Negotiations from June 10–12

The Tourism Authority of Thailand (TAT) has announced its readiness to host Thailand Travel Mart Plus (TTM+) 2026 under the theme “Healing is the New Luxury” from June 10–12, 2026, at the Nongnooch International Convention and Exhibition Center (NICE Pattaya) in Chonburi Province.

The event aims to position Thailand as a world-class destination for wellness and sustainable tourism. It has already received an overwhelmingly positive response from the global tourism industry, with 429 international buyers confirmed to attend. The strong turnout reflects continued confidence in Thailand’s tourism sector despite ongoing global economic volatility, energy challenges, and geopolitical tensions in several regions around the world.

According to Ms. Thapanee Kiatphaibool, Governor of TAT, TTM+ 2026 will serve as a premier international business-to-business (B2B) platform, connecting tourism buyers from around the world with Thai tourism operators. The event will create valuable business opportunities while showcasing the diversity and quality of Thailand’s tourism products and services to the global market.

This year’s theme, “Healing is the New Luxury,” highlights Thailand’s growing reputation as a destination for physical, mental, and emotional well-being through a diverse range of wellness experiences from all five regions of the country. The event will also spotlight Thailand’s hidden gems and promote the concept of “Travel with Care,” reinforcing the nation’s commitment to sustainable tourism development.

TTM+ 2026 has attracted significant international interest, with the number of overseas buyers increasing by 5.7% compared to 2025. Of the 429 buyers attending, 33% are from ASEAN markets, 28% from East Asia, 24% from Europe, and 15% from the Americas, with particularly strong growth seen among buyers from North and South America.

More than 60 international media representatives are also expected to attend, further demonstrating global confidence in Thailand as one of the world’s most desirable travel destinations.

During the event, international buyers will engage in business meetings with 428 Thai tourism operators, including hotels and accommodations, tour operators, tourist attractions, entertainment providers, golf courses, travel technology companies, wellness resorts, and hospitals. Many participating businesses have received prestigious tourism certifications and awards, including:

• TAT STAR recognition under the Sustainable Tourism Goals (STGs)
• CF Hotels membership
• Thailand Tourism Awards (TTA) winners

The event is expected to generate more than 15,400 business appointments, signaling strong business prospects for Thailand’s tourism industry in 2026.

In addition to B2B business matching sessions, TTM+ 2026 will feature several key activities, including:

• Thailand Tourism Update, showcasing the latest developments in Thailand’s tourism products and services
• TTM Talk, a discussion forum focusing on Medical and Wellness Tourism under the theme “Healing is the New Luxury”
• Various tourism showcases and demonstrations presented by TAT and partner organizations
• TTM+ 2026 Opening Ceremony & Welcome Reception on June 10 at Alexa Beach Club Pattaya
• Pattaya Night on June 11 at Columbia Pictures Aquaverse

TTM+ 2026 also includes a series of curated tourism experiences. The Pre-Tour Program, scheduled for June 10, has already reached full capacity across all seven routes due to strong demand from international buyers. Participants will experience a variety of tourism offerings in Chonburi, including nature-based tourism, lifestyle experiences, golf, yacht excursions, and community-based tourism.

Meanwhile, the Post-Tour Program, taking place from June 13–16, will introduce participants to destinations across Thailand’s five regions through five carefully designed routes:

• Rayong – Chanthaburi
• Prachin Buri – Nakhon Ratchasima
• Nakhon Pathom – Kanchanaburi
• Surat Thani – Nakhon Si Thammarat
• Chiang Rai

These tours aim to inspire future travel products for international markets while helping distribute tourism revenue to local communities and destinations nationwide. They also reinforce Thailand’s reputation as a destination that offers meaningful and inspiring travel experiences.

In terms of innovation and sustainability, TTM+ 2026 will leverage digital technologies and smart platforms to enhance the attendee experience. These include:

• A Pre-Scheduled Appointment Matching System for business meetings
• The TAGTHAi Application, providing tourism information, payment solutions, and event-related services for international participants

The event will also be organized under a Sustainable Event framework, featuring resource-efficiency measures, carbon footprint monitoring, and a “Zero Waste to Landfills” policy. Comprehensive waste management practices will include waste segregation, recycling initiatives, and the redistribution of surplus food and reusable materials to local schools and communities, helping minimize environmental impact while generating lasting social benefits.

One of the major highlights of TTM+ 2026 will be the promotion of Thailand’s vision as a “Thailand Event Hub” through the Thailand Pavilion. The pavilion will showcase major international events, including Tomorrowland Thailand, reflecting the country’s strategic direction in leveraging world-class events to attract high-quality travelers and create long-term value for the tourism economy.

The Thailand Pavilion will also feature wellness tourism experiences from all five regions of the country through interactive demonstrations, experiential marketing activities, and immersive sensory experiences designed to engage all five senses:

• Visual Experience – showcasing signature Thai fruits and local identities
• Taste Experience – featuring local culinary delights through amuse-bouche and “One Bite Experience” tastings
• Aroma Experience
• Sound Experience
• Touch Experience

Together, these experiences will present Thailand’s unique cultural and wellness offerings in a memorable and engaging way.

TAT believes that TTM+ 2026 will serve as a key platform for generating business opportunities, elevating Thailand’s tourism profile on the global stage, and promoting meaningful travel experiences. The event will help distribute benefits to tourism operators, local communities, and related sectors nationwide, supporting the long-term goal of building a balanced, resilient, and sustainable tourism industry for Thailand.