Thailand presents ‘The New Thailand’ vision at ITB Berlin 2026 - Get updated on what's happening in tourism!

Thailand is presenting its latest tourism strategy for the European market at ITB Berlin 2026. Under the vision “The New Thailand” and the concept “Unforgettable Experience: Healing is the New Luxury”, the Tourism Authority of Thailand (TAT) is highlighting wellness-focused travel, sustainable routes and lesser-known destinations as key pillars of its international positioning. The initiative was introduced during the 60th anniversary edition of ITB Berlin, held from 3 to 5 March at Berlin ExpoCenter City.

The strategy reflects changing travel preferences, with increasing demand for meaningful experiences, wellbeing and environmentally responsible tourism. Thailand aims to combine its cultural heritage, natural diversity and hospitality with new forms of high-quality travel experiences designed for European visitors.

Royal visit highlights cultural identity

A special moment at the Thailand Pavilion was the visit of Her Royal Highness Princess Ubolratana. During her appearance, she prepared som tam thad, a traditional Thai papaya salad served on a shared platter. The live demonstration showcased Thai culinary culture and drew strong interest from international media and tourism professionals attending the fair.

Strategic focus on wellbeing and sustainability

According to TAT Governor Thapanee Kiatphaibool, ITB Berlin offers a key platform to present the country’s evolving tourism strategy to global partners.

“Healing-led luxury reflects the growing demand for wellbeing and meaningful travel experiences. At the same time, sustainability and hidden gems strengthen Thailand’s competitiveness in Europe. Germany remains a key long-haul market with high expectations regarding quality, safety and responsible tourism,” she said.

The Thailand Pavilion presents a contemporary image of the destination, positioning the country as a place where culture, wellbeing and authentic experiences come together.

Strong presence of Thai tourism industry

TAT is leading a delegation of 165 Thai tourism companies at the pavilion in Hall 26B. Among them are hotels, tour operators and destination specialists engaging in business meetings with international buyers and industry partners.

A significant share of the participating companies hold sustainability certifications or tourism awards, including recognitions such as the Thailand Tourism Awards, STAR certification and Green Hotel standards. The participation of airlines, tourism authorities and private sector partners reflects a coordinated national effort to promote Thailand’s tourism sector internationally.

Focus on lesser-known destinations

The showcase also highlights destinations beyond Thailand’s traditional tourism hotspots. Regions such as Sukhothai and Nan in the north, Suphan Buri and Ratchaburi in central Thailand, and Satun and Trang in the south are presented as emerging travel destinations.

Sustainability initiatives play an important role in the programme. These include environmentally responsible travel routes, low-carbon itineraries and tourism products designed to appeal to environmentally conscious travellers from Europe.

Cuisine and wellness tourism combined

A central feature of the pavilion is the Saneh Thai Café, which presents Thai cuisine as part of the country’s wellness tourism offering. Under themes such as “Wellness on a Plate” and “Worth-Life Balance”, visitors can explore culinary traditions that connect gastronomy with wellbeing and regional culture.

The pavilion also features sustainable products made from recycled materials and marine debris, as well as interactive activities where visitors can create small souvenirs, highlighting Thailand’s focus on creative and responsible tourism.

Thailand expands presence across Berlin

In parallel with ITB Berlin, Thailand is strengthening its visibility in the German capital through the “Amazing Thailand Fest 2026 – The Wholesome Taste of Thai”. The event takes place from 2 to 14 March at the KaDeWe department store and showcases Thai cuisine and culture to a wider audience.

The initiative is organised in cooperation with Central Group and transforms parts of the store into a platform promoting Thailand as a culinary and cultural travel destination.

Germany remains a key long-haul market

Germany continues to play an important role in Thailand’s tourism strategy. In 2025, the country welcomed 965,898 visitors from Germany, representing an increase of 10.6 percent compared with the previous year.

The positive trend continued into 2026. During January alone, 115,700 German travellers visited Thailand, marking a further increase year-on-year. On average, German visitors stay more than two weeks and show strong interest in beach holidays, family travel, wellness, nature and slow travel experiences.

Networking and industry cooperation

As part of its ITB programme, TAT is hosting the “Amazing Thailand Networking Event” on 4 March. The event brings together international media representatives, tourism companies and strategic partners to discuss future cooperation and Thailand’s “Value over Volume” strategy.

According to TAT estimates, participation at ITB Berlin 2026 could generate more than 5.5 billion Baht in economic value, underlining Thailand’s ambition to strengthen its position as a sustainable, high-quality destination in the global tourism market.

Image Credit: © TAT