The Tourism Authority of Thailand (TAT) has launched its "The New Thailand" vision at ITB Berlin 2026, the world's largest travel trade fair. This initiative aims to enhance Thailand's status as a world-class destination by promoting healing-led luxury and sustainable tourism, specifically targeting the European market. The event, held from 3 to 5 March at Berlin ExpoCentre City, marks the 60th anniversary of the fair.
Her Royal Highness Princess Ubolratana graced the Thailand Pavilion, showcasing Thai culinary arts by preparing som tam thad, a traditional papaya salad. This live demonstration highlighted Thailand's cultural vibrancy and culinary expertise, drawing significant attention from international media and trade partners.
TAT Governor Thapanee Kiatphaibool noted that ITB Berlin serves as a strategic platform to communicate Thailand's vision, which aligns with the global demand for wellbeing and meaningful travel experiences. "Healing-led luxury reflects evolving global demand for wellbeing and meaningful travel experiences whilst sustainability and hidden gems sharpen Thailand's competitive edge in Europe," she stated.
The Thailand Pavilion featured 165 Thai tourism operators, with 89 holding recognised sustainability certifications. The showcase emphasised hidden gems across various regions, including Sukhothai, Nan, Suphan Buri, Ratchaburi, Satun, and Trang. The pavilion also presented eco-friendly products and interactive activities, reinforcing Thailand's commitment to creative and responsible tourism.
Germany remains a priority market for Thailand, with a significant increase in German visitors in recent years. In 2025, Thailand welcomed 965,898 German visitors, a 1,060% increase from 2024. This upward trend has continued into 2026, with 115,700 German travellers visiting Thailand from 1 to 31 January, marking a 255% year-on-year increase.
The ITB Berlin 2026 participation is expected to generate over $156 million (5.568 billion Baht) in economic value, reinforcing Thailand's path towards becoming a sustainable, high-value destination
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