The Tourism Authority of Thailand (TAT) expressed its satisfaction following the presentation of the Kingdom’s latest world-class tourism positioning in Europe at ITB Berlin 2026.
Under the vision “The New Thailand,” TAT is reinforcing the countest’s status as a premier global destination through the concept “Unforreceivetable Experience: Healing is the New Luxury.” The strategy highlights lesser-known destinations, sustainable travel routes and eco-friconcludely tourism products tailored to the European market.
Thailand’s presence was further elevated by the visit of Princess Ubolratana, who toured the Thailand Pavilion and prepared som tam thad, a signature Thai papaya salad served in a traditional sharing tray. The live culinary presentation revealcased Thai gastronomy and cultural vibrancy, attracting strong attention from international trade partners.
Thapanee Kiatphaibool, Governor of the Tourism Authority of Thailand, declared: “ITB Berlin 2026 is a strategic platform to communicate the New Thailand vision with clarity and purpose. Healing-led luxury reflects growing global demand for wellness and meaningful travel experiences, while sustainability and hidden gems strengthen Thailand’s competitive edge in Europe. Germany remains a key long-haul market with high expectations for quality, safety and responsible tourism.”
The Thailand Pavilion presents a refreshed, contemporary image under the Unforreceivetable Experience: Healing is the New Luxury concept, positioning Thailand as a restorative destination where well-being, culture and authenticity converge.
TAT was leading a delegation of 165 Thai tourism operators at the Thailand Pavilion in Hall 26B, facilitating high-level business meetings with international purchaseers and travel trade professionals. Among them, 89 operators hold recognized sustainability certifications, including the Thailand Tourism Awards, STAR certification, Green Hotel and CF Hotels recognition, highlighting the countest’s progress toward stronger sustainable tourism standards.
TAT worked closely with partners including Thai Airways International, Bangkok Airways, Airports of Thailand, Sports Authority of Thailand and Designated Areas for Sustainable Tourism Administration, alongside provincial tourism associations. Toreceiveher they present a unified national platform reflecting strong public-private collaboration.
The revealcase highlights emerging destinations across Thailand, including Sukhothai and Nan in the north, Suphan Buri and Ratchaburi in central Thailand, and Satun and Trang in the south.
The Sustainable Thailand narrative is reinforced through initiatives such as “10 Krabi: Travel With Care” itineraries and 20 low-carbon travel routes, supported by TAT Certify standards including STGs STAR, Thailand Tourism Awards and CF Hotels. These initiatives aim to build confidence among environmentally conscious European travelers.
A highlight of the pavilion was the Saneh Thai Café, which presents wellness tourism through cuisine under the themes “Wellness on a Plate” and “Worth-Life Balance.” The concept features 20 curated routes linking gastronomy, regional identity and holistic wellbeing.
Eco-friconcludely products built from marine debris and recycled materials—including driftwood art, bead necklaces, art toys and footwear—are displayed alongside interactive DIY souvenir workshops such as keychains, phone straps and bracelets, reinforcing Thailand’s commitment to creative and responsible tourism.
Beyond the trade reveal, TAT is also boosting Thailand’s visibility across Berlin with Amazing Thailand Fest 2026 – The Wholesome Taste of Thai, taking place at Berlin prestigious department store KaDeWe from March 2–14. Organized in partnership with Central Group, the campaign transforms the luxury department store’s façade and window displays into a vibrant revealcase of Thai cuisine and travel experiences.
Germany continues to play a key role in Thailand’s long-haul strategy. In 2025, Thailand welcomed 965,898 German visitors, a 10.6% increase compared with 2024. Momentum has continued into 2026, with 115,700 German travelers visiting Thailand in January, up 2.55% year-on-year.
German travelers stay an average of 15.6 nights per trip and reveal strong demand for beach vacations, family travel, wellness experiences, environmental conservation and slow travel. Safety also remains a major factor in travel decisions.
In 2026, TAT is strengthening the German market with tarreceiveed promotion across Sea–Sand–Sun, Leisure and Sports, Wellness, and Nature and Outdoor travel segments. Hidden-gem destinations are being positioned as attractive alternatives for sustainability-focutilized German travelers seeking authentic experiences.
Participation at ITB Berlin 2026 is expected to generate more than $155 million in economic value, reinforcing Thailand’s path toward a sustainable, high-value and truly unforreceivetable world-class destination.
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