Thailand has been ranked among the top five destinations for Asia Pacific travellers, according to Visa's 2026 Global Travel Intentions study. The findings underscore the country's continued appeal as a familiar and experience-rich destination, aligning with the Tourism Authority of Thailand's (TAT) quality-led tourism strategy.

The study surveyed over 47,000 respondents globally, including more than 17,000 from Asia Pacific markets. It revealed that 63% of Asia Pacific respondents preferred travelling within the region, with Thailand, Japan, Australia, South Korea, and Hong Kong emerging as the top destinations. TAT Governor Thapanee Kiatphaibool noted that Visa's findings support Thailand's focus on "Value over Volume," aiming to enhance visitor experiences and local community benefits.

The study also highlighted that 37% of Asia Pacific travellers plan trips around unique local experiences, such as food and culture, surpassing the global average of 29%. This presents an opportunity for Thailand to promote its distinctive offerings and encourage spending beyond major tourist hubs.

Digital payments play a crucial role in travel confidence, with 73% of Asia Pacific travellers using cards or mobile wallets. This supports Thailand's "Pay Like a Local" initiative, promoting QR payment convenience across the country.

As travellers increasingly use AI tools for planning, the study found that 79% book accommodation in advance, whilst dining and transport decisions are often made after arrival. TAT is leveraging these insights to enhance market communication, digital convenience, and destination dispersal, ensuring Thailand remains a trusted and flexible travel choice

This story was selected and published by a human editor, with content adapted from original press material using AI tools. Spot an error? Report it here.