The Tourism Authority of Thailand (TAT) continues to make its presence felt among its regional neighbours through its pavilion at this year’s ASEAN Travel Exchange (TRAVEX).
TRAVEX is part of the ASEAN Tourism Forum (ATF) 2026, running from 28th to 30th January in the central Philippine province of Cebu.
TAT’s participation at the event underscores its home country’s strategic focus on high-value tourism, sustainability, and strengthened regional cooperation across ASEAN.
According to TAT governor Thapanee Kiatphaibool: “ATF 2026 enables Thailand to strengthen regional collaboration while setting a clear direction towards quality-led, sustainable tourism. Through TRAVEX and ministerial-level dialogue, TAT is delivering the global concept Healing is the New Luxury by aligning wellness, culture, and meaningful travel with long-term value creation and shared sustainability across ASEAN.”
For quality tourism on a regional level
Now in its 44th edition, ATF 2026 is hosted by the Philippines under the theme Quality Tourism, Sustainability, Regional Integration and Innovation.
The forum remains ASEAN’s principal platform for tourism policy alignment and industry collaboration.
Thailand’s role in this framework is reflected in six previous tenures as host, alongside continued participation at both commercial and policy levels. In parallel with its strong trade presence at TRAVEX,
Thailand is represented at the ASEAN Tourism Ministers’ Meeting by the Ministry of Tourism and Sports, contributing to discussions on coordinated policy development, sustainable tourism standards, and closer regional integration.
Helping industry players meet the regional market
The Thailand Pavilion serves Thailand’s central platform throughout TRAVEX till Friday, 30th January, supporting trade engagement, media interaction, and partnership building with regional and international counterparts.
Designed to reflect the global concept “Healing is the New Luxury” and facilitate high-quality business exchange, the Thailand Pavilion integrates a tourism information zone featuring digital and audiovisual content with dedicated spaces for B2B negotiations, media interviews, and strategic discussions.
Six Thai sellers are participating under TAT’s coordination: Montien Hotel Surawong Bangkok, Lion Land Phuket, Panan Krabi Resort, Thai Airways International, Thailand Privilege Card, and Paradise Koh Yao Resort.
