The Tourism Authority of Thailand (TAT) connected 11 Thai tourism suppliers with 85 of South America's leading travel companies via the Amazing Thailand Latin America Roadshow 2026.

Held from 8th to 13th May, the roadshow made its way to São Paulo, Brazil; Bogotá, Colombia; and Mexico City. 

The initiative generated 487 pre-scheduled business meetings and strengthened Thailand’s engagement with Latin America as an emerging high-potential long-haul market.

According to TAT governor Thapanee Kiatphaibool: “Latin America is becoming an increasingly important part of Thailand’s long-haul tourism outlook, with strong potential among quality travellers seeking distinctive and meaningful experiences in Asia. Through this roadshow, TAT is strengthening our network of travel trade partners, improving market understanding, and working with airline partners to enhance accessibility. These efforts help reinforce Thailand’s position as a preferred Asian destination and convert growing interest into travel.”

Where wellness matters

Aligned with TAT’s 2026 communication direction Healing is the New Luxury, the roadshow positioned Thailand’s wellness, cultural, and meaningful travel experiences for Latin American travellers seeking long-haul journeys with depth, authenticity, and personal value. 

This positioning also supported TAT’s Value over Volume strategy by engaging quality travellers from emerging markets, strengthening Thailand’s visibility among regional travel trade partners, and supporting sustainable tourism growth over the long term.

For Thai hotels, destination management companies, and tourism operators, the roadshow provided direct access to Latin American travel professionals through pre-scheduled business meetings and networking sessions. 

These exchanges created a focused platform to present new products, share market intelligence, and build business opportunities in one of Thailand’s emerging long-haul regions.

The power of global connectivity

Connectivity formed another key part of the programme as TAT worked with airline partners in each market, with Ethiopian Airlines joining the São Paulo event and Emirates participating in Bogotá and Mexico City. 

Their involvement helped reinforce available travel routes between Latin America and Thailand via major global hubs, supporting destination promotion and future travel conversion.

The initiative supports TAT’s wider strategy to expand Thailand’s appeal in long-haul markets, showing strong recovery and sustained outbound travel growth.