The Tourism Authority of Thailand (TAT) brought a delegation of Thai tourism operators to the recently concluded Feria Internacional de Turismo (FITUR) 2026 in Madrid, Spain.
Throughout the event’s run from 21st to 25th January, TAT advanced its strategy to drive quality leisure growth across Spain and Latin America, reinforcing a value-led approach to long-haul market development.
A total of 26 Thai operators from seven provinces participated as sellers, including hotel and resort operators, destination management companies, and airlines, representing Chiang Mai, Sukhothai, Bangkok, Pathum Thani, Surat Thani (Ko Samui), Phuket, and Krabi.
According to TAT governor Thapanee Kiatphaibool: “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. 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.”
TAT’s engagement at FITUR 2026 sought to generate at least 780 business appointments, with projected tourism revenue exceeding 745 million Baht.
The initiative further supports TAT’s objective to achieve a new high record of 250,000 Spanish visitors to Thailand in 2026, alongside continued joint marketing and promotional activities with international partners.
Healing is the New Luxury takes the spotlight
Thailand’s market positioning at FITUR 2026 was guided by the global marketing concept Healing is the New Luxury, highlighting health and wellness tourism alongside cultural experiences.
The positioning reframed luxury as time, balance, and meaningful moments, aligning with travel demand in Spain and Latin America, where travellers increasingly prioritise quality, depth, and purpose-driven journeys.
The Thailand pavilion featured live demonstrations and cultural showcases designed to reflect this positioning.
Visitors sampled Thai flavours in the form of miang kham cocktail and Thai herbal cocktail demonstrations using locally sourced ingredients, alongside cultural performances including southern Manorah dance, Isan folk dance, and traditional choreography.
Exhibitions honouring Her Majesty Queen Sirikit, The Queen Mother included Thai national costume displays and a Khon performance, presenting Thailand’s living cultural heritage to international audiences.
TAT also hosted an Amazing Thailand Networking Lunch for media representatives from Spain and Latin America to present Thailand’s tourism direction for 2026.
The programme featured Spanish influencer Carla Royo-Villanova who shared her travel experiences in Thailand to support broader destination visibility, alongside discussions on future collaboration, including opportunities to enhance air connectivity between Spain and Thailand.
