RIMINI, Italy – The Tourism Authority of Thailand (TAT) Rome Office led six Thai tourism enterprises at the 63rd TTG Travel Experience 2026 in Rimini, Italy, from October 14 to 16. The Thai delegation held 150 business meetings with international buyers to showcase travel products and expand market opportunities in Europe.
TAT Deputy Governor for International Marketing – Europe, the Americas, the Middle East and Africa Chiravadee Khunsub stated that TAT is driving tourism growth under the campaign theme “Healing is the New Luxury.” The strategy targets four key segments: premium travelers seeking tailor-made experiences, wellness seekers, honeymooners, and culture enthusiasts interested in local crafts, gastronomy, and traditional festivals.
In 2027, TAT aims to increase average spending by Italian tourists by 1 percent and position Thailand as a preferred year-round destination. Through its “Airline Centric” and “Beyond Seasonality” approaches, TAT met with major aviation and trade partners, including Thai Airways International, ITA Airways, Neos Air, and Italian tour operator Alpitour. Discussions focused on maintaining direct routes, exploring new flight connections for 2028, and deploying Airbus A350-900 aircraft on the Milan–Bangkok route.
To encourage longer stays, TAT is implementing a “Hub and Hook” strategy that connects gateway destinations such as Chiang Rai and Krabi to UNESCO World Heritage sites and regional cultural events, including Ubon Ratchathani’s Candle Festival and Sakon Nakhon’s Christmas Star Parade.
From January 1 to October 12, 2026, Thailand welcomed 197,981 Italian visitors, who stayed an average of 12 nights and spent about 50,000 baht per trip. TAT projects that total Italian arrivals in 2026 will exceed 295,000, generating an estimated 14.7 billion baht in revenue. (NNT)
