TTM+ 2026 showcases Thailand’s focus on wellness and sustainable tourism - Get updated on what's happening in tourism!

Thailand Travel Mart Plus (TTM+) 2026 has opened in Pattaya under the theme “Amazing Thailand: Healing is the New Luxury”, highlighting the country’s growing focus on wellness tourism, responsible travel and sustainable destination development. Organised by the Tourism Authority of Thailand (TAT), the event runs from 10 to 12 June at the NICE Pattaya Convention and Exhibition Center in Chon Buri.

Now in its 23rd edition, TTM+ remains Thailand’s largest travel trade event and serves as a key platform connecting Thai tourism suppliers with international buyers, media and industry partners. This year’s edition welcomes 429 international buyers, 428 Thai sellers and more than 100 international media representatives. More than 15,400 business appointments are expected during the three-day event.

Wellness and quality tourism take centre stage

The 2026 edition reflects Thailand’s strategy to position itself as a leading destination for wellness-focused and experience-led travel. The host region of Eastern Thailand is being showcased through the concepts of “Travel with Care”, Thai wellness traditions and sustainable coastal tourism.

“TTM+ 2026 reflects the Thai Government’s commitment to tourism as a key driver of national growth,” said Surasak Phancharoenworakul, Minister of Tourism and Sports. “The event connects Thai tourism businesses with high-potential buyers, media, and partners from around the world, while strengthening ASEAN connectivity and wider regional cooperation.”

According to the minister, the event also supports innovation, business development and partnerships that create economic benefits for local communities.

Sustainability embedded throughout the event

TAT is using the event to demonstrate its commitment to sustainable tourism development. Sustainability measures include reduced use of printed materials, carbon tracking in cooperation with the Provincial Electricity Authority, waste separation and recycling programmes, food donation initiatives and the reuse of event materials.

The approach builds on last year’s carbon-neutral event strategy and supports Thailand’s long-term goal of advancing responsible tourism and progressing towards Net Zero Tourism.

“TTM+ 2026 enables TAT to bring Amazing Thailand: Healing is the New Luxury into a global trade setting,” said TAT Governor Thapanee Kiatphaibool. “The event reflects our commitment to sustainable growth through the BCG model, Zero Waste to Landfills, and Zero Food Waste, while creating the connections and shared commitment needed to move Thai tourism forward with quality, responsibility, and confidence.”

Regional experiences transformed into market-ready products

A central feature of the event is the Thailand Pavilion, which presents wellness tourism experiences from all five regions of the country. Through sensory and interactive displays, visitors can explore regional identities via local cuisine, wellness traditions, herbal therapies, aromatherapy and cultural experiences.

The pavilion highlights a variety of wellness concepts, including herbal relaxation from Northern Thailand, traditional body-balancing therapies from the Central region, salt-based wellness treatments from the Northeast and marine-inspired wellness experiences from Southern Thailand.

The Product Showcase area focuses on sustainable tourism under the “Travel with Care” concept, linking environmental protection, personal well-being and cultural preservation. It also highlights recognised sustainability standards and certification programmes within the Thai tourism sector.

Business opportunities beyond the trade floor

The opening programme included educational tours across Chon Buri Province, industry presentations, business appointments and networking events designed to showcase local tourism products and experiences.

Following the event, international buyers and media representatives will participate in familiarisation trips across Thailand, including routes in Rayong, Chanthaburi, Chiang Rai, Kanchanaburi, Surat Thani and Nakhon Si Thammarat. The aim is to support the development of new itineraries and help distribute tourism revenue more widely across the country.

The next edition of Thailand Travel Mart Plus is scheduled to take place in Khon Kaen in 2027.

Image Credit: © TAT