TAT Unveils 5 Directions for 2027 Tourism Products, Targets High-Value Destination
TAT outlines five directions for developing Thailand's 2027 tourism products under the Transform Together strategy, aiming to become a High-Value and Meaningful Destination.
The Tourism Authority of Thailand (TAT) held a press conference on tourism product development directions for 2027, under the event name "Thailand Nextperience: Tourism Product Highlight 2027", on 20 October 2026 at Pullman Bangkok King Power. Ms Thapanee Kiatphaibool, Governor of TAT, announced the directions aimed at driving Thailand to become a high-value and meaningful destination for tourists, or a High-Value and Meaningful Destination.
Adopting a Value over Volume approach under the Transform Together strategy
Focusing on Quality over Quantity, Targeting 5% Revenue Growth
The TAT Governor stated that driving Thailand's tourism in 2027 will follow the Value over Volume concept, giving priority to attracting high-spending quality tourists rather than simply increasing visitor numbers, with an emphasis on meaningful experiences that reflect each area's identity and that are mindful of the environment and local communities.
TAT is using a framework called the Amazing 5 Economy to guide tourism product development, while driving cooperation with partners across all sectors through the Partnership 360 mechanism, in order to raise Thai tourism products to international standards and distribute income to operators and communities. TAT has also set a target for tourism revenue in 2027 to grow by no less than 5%.
Five Key Directions for Developing Thailand Tourism Products in 2027
This press conference announced five key directions to be used in developing Thai tourism products and itineraries, as follows:
- Wellness and Longevity Tourism: elevating Thailand into a world-class destination for health and recovery, under the concept "Healing is the New Luxury", linking medical services, spas, food and Thai wisdom.
- Festival Economy: using festivals and events to stimulate travel throughout the year under the concept "365 Days of Celebration", covering music events, sports and local traditions.
- Creative Economy: building on cultural capital and creativity to develop high-value tourism experiences through product groups such as Meaningful Love Journey, Soul of Siam and Creatrip Thailand.
- Sustainable and Regenerative Tourism: developing travel that gives value back to nature and communities, including the Chiang Mai Prototype project, building on the Krabi Prototype.
- Trusted Thailand: raising quality and safety standards through TAT Certified standards such as TAT STGs STAR and CF Hotel, together with holding the 16th Thailand Tourism Awards in 2027.
Panel Discussion on New-Generation Traveller Perspectives
The event also featured a panel discussion titled "Thailand Nextperience: Tourism Product Highlight 2027", with Ms Thapanee Kiatphaibool joined by Dr Dispong Panitaporn, co-founder and dermatologist at The Demis Clinic and owner of the Acca brand, and Mr Thaworn Passornsirikul from The Gaijin Trips page, exchanging views on new-generation traveller behaviour and wellbeing care.
| Detail | Information |
|---|---|
| Event name | Thailand Nextperience: Tourism Product Highlight 2027 |
| Event date | 20 October 2026 |
| Venue | Pullman Bangkok King Power |
| Organiser | Tourism Authority of Thailand (TAT) |
| 2027 tourism revenue target | Growth of at least 5% |
This news is of interest to operators and event organisers in the tourism industry who want to plan products and activities in line with TAT's directions, as well as hotel professionals seeking to connect their services with the Wellness and Festival Economy trends, and travellers interested in health and cultural tourism experiences in Thailand next year.