TAT advances value-led leisure growth at FITUR 2026 - Get updated on what's happening in tourism!

The Tourism Authority of Thailand (TAT) is presenting Thailand’s quality leisure tourism strategy at FITUR 2026, taking place from 21 to 25 January at the Feria de Madrid exhibition centre. By leading a delegation of Thai tourism operators to Spain’s largest international travel trade fair, TAT is reinforcing its focus on value-driven growth across Spain and Latin America, two long-haul markets with strong development potential.

“Spain and Latin America are important long-haul markets with strong growth potential for Thailand. Our participation in FITUR 2026 reflects TAT’s clear focus on quality leisure travel, with wellness, culture, and meaningful experiences at its core,” said Ms. Thapanee Kiatphaibool, TAT Governor. “Through close collaboration with Thai operators and international partners, TAT is strengthening Thailand’s position as a destination where travel delivers lasting value and genuine renewal.”

Strong trade presence and broad industry representation

FITUR, now in its 46th edition, provides a key platform for engagement with international buyers and media. Thailand’s participation enables Thai tourism businesses to deepen commercial partnerships and expand reach across Spanish-speaking markets. A total of 26 Thai operators from seven provinces are represented as sellers, including hotels and resorts, destination management companies and an airline. The delegation reflects a wide geographic spread, covering Chiang Mai, Sukhothai, Bangkok, Pathum Thani, Surat Thani with Ko Samui, Phuket and Krabi.

“Healing is the New Luxury” as guiding theme

Thailand’s market positioning at FITUR 2026 is shaped by the global marketing concept “Healing is the New Luxury”. The approach highlights health and wellness tourism alongside cultural experiences and reframes luxury as time, balance and meaningful moments. This positioning aligns closely with travel demand trends in Spain and Latin America, where travellers increasingly seek depth, purpose and quality in long-haul journeys.

Cultural showcases and immersive experiences

The Thailand pavilion brings this positioning to life through live demonstrations and performances. Visitors experience Thai flavours through miang kham cocktail presentations and Thai herbal cocktails made with locally sourced ingredients. Cultural showcases include southern Manorah dance, Isan folk dance and traditional choreography. Exhibitions honouring Her Majesty Queen Sirikit, The Queen Mother, feature Thai national costumes and a Khon performance, presenting Thailand’s living cultural heritage to international audiences.

Media engagement and forward-looking cooperation

Alongside trade meetings, TAT hosts an Amazing Thailand Networking Lunch for media from Spain and Latin America, outlining Thailand’s tourism direction for 2026. The programme includes contributions from Spanish influencer Mrs. Carla Royo-Villanova, who shares her travel experiences in Thailand, as well as discussions on future collaboration, including opportunities to strengthen air connectivity between Spain and Thailand.

Growth outlook for the Spanish market

TAT estimates that activities at FITUR 2026 will generate at least 780 business appointments, with projected tourism revenue exceeding 745 million Baht. The engagement supports TAT’s objective of reaching a new high of 250,000 Spanish visitors to Thailand in 2026, supported by continued joint marketing initiatives with international partners.

Spain remains one of Thailand’s high-potential European source markets, characterised by year-round demand and a strong contribution during the June to August period, which supports Thailand’s low season. In 2025, arrivals from Spain reached 216,249 visitors, an increase of 4.11 percent year on year, generating approximately 13.78 billion Baht in tourism revenue. Spanish travellers stayed an average of 16 nights and spent 63,717 Baht per person, favouring cultural travel combined with beach destinations such as Bangkok, Phuket, Chiang Mai, Krabi and Surat Thani.

Image Credit: © TAT