TAT strengthens tourism ties with Middle East and Africa at MTM 2026 - Get updated on what's happening in tourism!

The Tourism Authority of Thailand (TAT) has concluded The Middle East and Africa Trade Meet 2026 (MTM): Bangkok Edition, bringing together travel buyers from key growth markets and Thai tourism suppliers to strengthen business partnerships and expand Thailand's presence across the Middle East and Africa. The event formed the final stage of a broader buyer engagement programme linked to Thailand Travel Mart Plus (TTM+) 2026.

Buyers and suppliers meet in Bangkok

Held at Siam Kempinski Hotel Bangkok, MTM 2026 welcomed 39 travel companies from the United Arab Emirates, Oman, Saudi Arabia, Qatar, Kenya, Nigeria and South Africa. Participants attended a market briefing, a Thailand Privilege Card presentation, B2B meetings and networking sessions designed to increase product knowledge and create new business opportunities.

“MTM 2026 is a strategic platform for connecting high-potential buyers with Thailand’s tourism products and services. By bringing Middle Eastern and African travel partners into direct discussion with Thai operators, TAT aims to convert market potential into stronger business opportunities, wider product distribution, and sustained demand from these markets,” said Mr. Santi Sawangcharoen, TAT Executive Director for the Americas, Middle East, and Africa Region.

Programme builds on TTM+ 2026

The Bangkok event followed Thailand Travel Mart Plus (TTM+) 2026, held in Pattaya from 10 to 12 June. With support from Air Arabia and Oman Air, TAT hosted 44 travel companies from the region, giving them the opportunity to meet Thai tourism businesses and experience Pattaya as a premium destination.

Ahead of the Bangkok business meetings, delegates also attended the VIP Open House Event: Lost World Experience at Centara Grand Mirage Beach Resort Pattaya, where they explored Thailand's hospitality, accommodation and family-friendly tourism products.

Growing markets for Thai tourism

The Middle East and Africa have become increasingly important source markets for Thailand. In 2025, visitor arrivals from the two regions exceeded one million for the first time, representing year-on-year growth of around three percent.

To meet market demand, TAT is promoting products tailored to each region. For Middle Eastern travellers, the focus includes wellness, medical tourism, family holidays, luxury experiences, privacy, premium accommodation and shopping. Wellness is positioned broadly, encompassing preventive healthcare, recovery programmes, healthy cuisine, family wellness and luxury retreats.

For African markets, particularly South Africa, Kenya and Nigeria, Thailand highlights beach destinations, major tourism cities, shopping, nightlife, soft adventure, family attractions, gastronomy and value-focused holiday packages, appealing to leisure travellers, honeymooners, groups and incentive travel.

Promoting year-round travel

TAT is also using its regional partnerships to encourage travel throughout the year, including visits during Thailand's Green Season, which coincides with summer holidays in parts of the Middle East. School holiday travel, honeymoons, leisure trips and incentive programmes from African markets provide additional opportunities to boost year-round demand.

Alongside established destinations, TAT is promoting emerging locations such as Chiang Rai, Kanchanaburi, Khao Yai, Krabi, Hua Hin and Trat. The tourism authority will continue working with airlines, travel agents, online travel agencies, tour operators and tourism businesses to improve market access, develop attractive travel packages and support joint promotional campaigns across the region.

Image Credit: © TAT