Thailand launches nationwide travel sales campaign in Spain - Get updated on what's happening in tourism!

The Tourism Authority of Thailand (TAT) has launched a nationwide marketing and sales campaign in Spain, building on the success of its recent Amazing Thailand Fest in Madrid. Developed in partnership with Viajes El Corte Inglés, the initiative aims to turn growing interest in Thai cuisine, culture and travel experiences into actual holiday bookings. The campaign, entitled Grandes Viajes 2027: Descubre Tailandia, combines promotional travel packages with extensive exposure across one of Spain’s leading travel retail networks.

Running from 26 September through October 2026, the campaign targets Spanish travellers planning long-haul holidays during the final months of the year and the early 2027 winter season. Selected Thailand packages are being offered with discounts of up to €400, while a coordinated advertising programme promotes the destination through travel agencies, retail outlets and digital channels.

The initiative follows Amazing Thailand Fest 2026, held on 26 and 27 September at El Corte Inglés Sanchinarro in Madrid. The event attracted more than 5,000 visitors, including potential holidaymakers, premium retail customers and travel agency representatives. Thai gastronomy and cultural experiences were central to the programme, providing an opportunity to introduce visitors to the destination before presenting bookable travel products.

Nationwide promotion through travel retail network

The sales campaign is being supported by a broad range of advertising activities designed to reach consumers throughout Spain.

More than 400 digital screens at Viajes El Corte Inglés sales locations are displaying Thailand promotions. Additional visibility is being generated through website advertising, Google Ads, digital outdoor media, social networks and newsletters.

In-store announcements at El Corte Inglés department stores and Hipercor hypermarkets extend the campaign beyond traditional travel agency customers, reaching consumers during their regular shopping activities.

The promotional offers cover a variety of Thailand holiday experiences, with particular emphasis on gastronomy, cultural discovery and leisure cruising. The destination is being positioned for travellers seeking experiences beyond conventional beach holidays, including opportunities to explore local traditions and regional cuisine.

TAT expects the campaign to generate at least 20 million consumer impressions and approximately 3,000 Thailand package sales for the winter travel season.

Chiravadee Khunsub, TAT Deputy Governor for International Marketing covering Europe, the Americas, the Middle East and Africa, explained that the initiative represents the next stage of the destination's marketing strategy.

According to Khunsub, the objective is to move beyond generating interest and create actual bookings by combining Thailand's culinary and cultural appeal with travel products available through established distribution partners.

The approach reflects TAT's strategy of prioritising tourism value over visitor volume, with particular attention to travellers interested in longer stays and more extensive destination experiences.

Spanish visitors stay an average of 14 days

Spain remains an important European long-haul source market for Thailand, particularly because of the relatively long duration of Spanish visitors' holidays.

Between 1 January and 30 September 2026, Thailand welcomed 137,228 visitors from Spain. Their average length of stay was 14 days, while tourism revenue generated by the market reached approximately 8.5 billion baht.

TAT expects Spanish arrivals to reach around 200,000 by the end of 2026. The current sales campaign is intended to support that objective by encouraging bookings for the winter season and increasing Thailand's visibility among Spanish consumers considering long-distance travel.

The cooperation with Viajes El Corte Inglés also highlights the importance of established travel distribution networks in promoting Asian destinations in European markets. By combining consumer advertising with directly bookable packages, the campaign creates a link between destination awareness and commercial sales.

Gastronomy becomes a driver of travel demand

The Madrid event formed part of the broader Amazing Thailand Food Festival World Tour, which brings Thai culinary experiences to selected international markets.

Under the theme The Wholesome Taste of Thai, the initiative uses gastronomy as an introduction to Thailand's culture, regional diversity and tourism experiences.

In Spain, the strategy has been extended beyond a temporary consumer event into a nationwide travel sales campaign. Visitors introduced to Thailand through food and cultural activities can now explore holiday offers through the travel agency network.

For travel retailers, the initiative provides a coordinated promotional framework supported by destination marketing, consumer advertising and specific booking incentives.

For Thailand, the campaign offers an opportunity to strengthen its position in the Spanish long-haul market while encouraging travel products that combine cultural experiences, gastronomy and longer stays.

The results of the initiative will also provide TAT with measurable information about how effectively destination events and retail partnerships can convert consumer interest into travel bookings.

Image Credit: © AI generated illustration with material courtesy of TAT