BANGKOK, Thailand – The Tourism Authority of Thailand (TAT) welcomes findings from Visa’s 2026 Global Travel Intentions study, which ranks Thailand among the top five destinations visited by Asia Pacific travellers, reflecting continued regional demand for familiar, accessible, and experience-rich destinations. The study, conducted among more than 47,000 respondents worldwide, including over 17,000 in Asia Pacific markets, indicates that travellers in the region are becoming more intentional, placing greater emphasis on familiarity, practicality, flexibility, and confidence in planning.
According to the study, 63% of Asia-Pacific respondents travelled within the region, far ahead of other regions globally. Thailand ranked among the top five destinations visited by Asia Pacific travellers, alongside Japan, Australia, South Korea, and Hong Kong.
Ms. Thapanee Kiatphaibool, TAT Governor, said, “Visa’s findings support TAT’s quality-led tourism direction under The New Thailand vision, where Value over Volume guides the development of meaningful experiences, stronger visitor confidence, and wider benefits for local businesses and communities. They also align with ‘Healing is the New Luxury’, which presents Thailand through wellness, culture, nature, gastronomy, local connection, and experiences that support visitor well-being.”
Visa also reported that 37% of Asia Pacific respondents plan trips around unique local experiences, particularly food and culture, above the global average of 29%. This reinforces opportunities for Thailand to promote distinctive Thai experiences across established and emerging destinations, while encouraging visitor spending beyond major gateways. The study further points to changes in travel planning behaviour. Nearly half of Asia Pacific respondents use AI tools to discover destinations and travel ideas, while many travellers check practical information before departure, including accommodation, insurance, visa requirements, local developments, payment security, and card acceptance.
Digital payments also remain central to travel confidence. Visa reported that 73% of Asia-Pacific travellers bring cards or mobile wallets on their trips, with payment security and card acceptance among their key considerations. This supports Thailand’s recent “Pay Like a Local” Cross-Border QR Payment readiness initiative, through which TAT is promoting QR payment convenience at attractions, shops, restaurants, and tourism establishments nationwide.
While travellers are planning more carefully, they continue to value flexibility at the destination. The study found that 79% booked accommodation in advance, while 51% booked experiences before travelling. Dining and transport decisions were largely made after arrival, reflecting opportunities for destinations and businesses to inspire spending during the trip. TAT is applying its quality-led strategy through focused market communication, experience presentation, digital convenience, and stronger destination dispersal. These priorities support Thailand’s continued appeal to Asia Pacific travellers seeking trusted destinations, local experiences, flexible journeys, and seamless travel services. (TAT)
