Visa has spotlighted Thailand's growing role as a leading travel destination, as industry leaders gathered to discuss the future of tourism. The event, Visa Client Connect 2026, brought together experts from the payments, banking, technology, and tourism sectors to explore how innovation and collaboration can enhance travel experiences.
Thailand's cross-border consumer spending has increased by 14% year-on-year, according to Visa's Thailand Travel Pulse report 2026. This growth reflects the sustained momentum in international travel and the country's enduring appeal among global visitors. The United States remains the largest inbound market, followed by the United Kingdom and Germany.
Visa Destinations Thailand, a programme aimed at supporting the country's long-term tourism ambitions, was highlighted during the event. The initiative focuses on attracting travellers, enhancing visitor experiences, and expanding opportunities for local businesses. "Thailand is entering a defining moment in its tourism journey," said Anthony Watson, Country Manager for Visa Thailand. "As travel becomes more experience-led and digitally connected, the opportunity lies in creating seamless and rewarding experiences."
The programme encourages longer stays and repeat visits, with Visa already onboarding over 50 merchants in Bangkok's Song Wat district. Visa plans to expand digital payment acceptance to 56,000 small businesses nationwide, strengthening participation across tourism-related sectors.
Thailand was the first market in Asia Pacific to activate Visa Destinations, underscoring its strategic importance in the regional tourism landscape. Through these efforts, Visa aims to support Thailand's ambition to remain a leading global travel destination, offering more inclusive experiences for visitors and local communities
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