Thailand presents ‘The New Thailand’ vision at ITB Berlin 2026

Berlin, Germany – 4 March 2026 — The Tourism Authority of Thailand (TAT) reinforced Thailand’s position as one of the world’s leading tourism destinations during its participation at ITB Berlin 2026, the landmark 60th anniversary edition of the global travel industry’s largest trade fair, held from 3–5 March at the Berlin ExpoCenter City.

Under the strategic vision “The New Thailand”, TAT used the event to present a refreshed destination narrative for the European market built around the concept “Unforgettable Experience: Healing is the New Luxury.” The campaign highlights wellness-led travel, sustainable tourism development, and the discovery of lesser-known destinations across the Kingdom, reflecting evolving European traveller preferences for meaningful and responsible experiences.

Royal Presence Highlights Thailand Pavilion

A notable highlight of Thailand’s presence at the exhibition was the visit of Princess Ubolratana Rajakanya Sirivadhana Barnavadi, whose appearance drew significant attention from international media and travel trade partners.

During her visit to the Thailand Pavilion, Her Royal Highness participated in a live culinary demonstration, preparing som tam thad, the iconic Thai papaya salad served in a traditional sharing tray. The presentation celebrated Thailand’s rich culinary heritage and cultural creativity, while also emphasising the role of food as a cornerstone of wellness and cultural identity in Thai tourism experiences.

Strengthening Thailand’s Position in Europe

Speaking at the event, TAT Governor Thapanee Kiatphaibool outlined the strategic importance of ITB Berlin as a platform for engaging European markets and communicating Thailand’s evolving tourism vision.

According to the Governor, the “Healing-led luxury” concept reflects a growing global shift toward travel that prioritises wellbeing, cultural authenticity, and sustainable experiences. At the same time, the promotion of emerging destinations and environmentally responsible tourism strengthens Thailand’s competitive positioning among European travellers.

Germany continues to represent one of Thailand’s most important long-haul markets. German travellers consistently seek high standards of safety, quality, and environmental responsibility when choosing destinations, making them an ideal audience for Thailand’s evolving tourism strategy.

Strong Industry Participation at the Thailand Pavilion

The Thailand Pavilion in Hall 26B hosted a delegation of 165 Thai tourism operators, representing destinations, hotels, tour companies, airlines, and tourism organisations from across the country.

Notably, 89 participating companies hold recognised sustainability certifications or awards, including the Thailand Tourism Awards, STAR certification, Green Hotel standards, and CF Hotels recognition. This strong presence underscores the significant progress Thailand has made in integrating sustainability into its tourism development.

TAT worked in close collaboration with several national organisations and industry partners, including:

• The Department of Tourism
• Thai Airways International
• Bangkok Airways
• Airports of Thailand
• Sports Authority of Thailand
• The Designated Areas for Sustainable Tourism Administration

Together, these stakeholders presented a unified national tourism platform that demonstrated strong integration between the public and private sectors.

Promoting Thailand’s Hidden Gems and Sustainable Routes

A central element of Thailand’s showcase focused on “hidden gem” destinations across the country’s regions. These included:

• Northern Thailand: Sukhothai and Nan
• Central Thailand: Suphan Buri and Ratchaburi
• Southern Thailand: Satun and Trang

These destinations were presented as part of Thailand’s broader Sustainable Thailand narrative, designed to distribute tourism more evenly while encouraging environmentally responsible travel.

TAT also highlighted 10 “Krabi: Travel With Care” itineraries and 20 low-carbon travel routes, which encourage visitors to explore the country through eco-friendly transportation, local community engagement, and responsible tourism practices.

Wellness and Gastronomy at the Saneh Thai Café

Visitors to the Thailand Pavilion were also introduced to the Saneh Thai Café, a curated experience that linked Thai cuisine with wellness tourism.

Through the themes “Wellness on a Plate” and “Worth-Life Balance,” the café showcased 20 specially designed tourism routes connecting gastronomy, regional culture, and holistic wellbeing. The initiative reflects Thailand’s growing positioning as a global hub for wellness-driven travel experiences.

In addition, the pavilion featured creative eco-products made from marine debris and recycled materials, including driftwood artwork, jewellery, footwear, and craft souvenirs. Interactive workshops allowed visitors to create their own keychains, bracelets, and phone straps, further reinforcing Thailand’s commitment to creative and responsible tourism development.

Thailand Promotion Across Berlin

Beyond the exhibition halls, Thailand extended its presence across the German capital through Amazing Thailand Fest 2026 – The Wholesome Taste of Thai, hosted at the iconic KaDeWe department store from 2–14 March.

Organised in partnership with Central Group, the campaign transformed the luxury retailer’s façade and window displays into a vibrant showcase of Thai culture and gastronomy. The initiative positioned Thai cuisine as a powerful gateway to destination inspiration and travel planning among European consumers.

German Market Momentum Continues

Germany remains a key driver of Thailand’s long-haul tourism strategy. In 2025, Thailand welcomed 965,898 German visitors, representing a 10.6 percent increase compared with 2024.

Early indicators for 2026 remain positive. Between 1–31 January, Thailand recorded 115,700 arrivals from Germany, marking a 2.55 percent year-on-year increase.

German visitors also contribute significant economic value through longer stays, averaging 15.58 nights per trip. Their travel interests typically include beach holidays, family travel, wellness experiences, nature exploration, and environmentally conscious tourism, while safety and sustainability remain key decision-making factors.

Industry Networking and Future Strategy

As part of its ITB programme, TAT hosted the Amazing Thailand Networking Event on 4 March, bringing together international media, travel trade partners, and industry stakeholders.

The gathering provided an opportunity to present Thailand’s “Value over Volume” tourism strategy, emphasising quality travel experiences, sustainable development, and long-haul market growth under the Healing is the New Luxury concept.

Economic Impact

Thailand’s participation at ITB Berlin 2026 is expected to generate more than 5.568 billion Baht in economic value, reinforcing the country’s long-term strategy to develop a sustainable, high-value tourism sector.

As global travel trends continue to evolve, Thailand’s message in Berlin was clear: the future of tourism lies not only in beautiful destinations, but in experiences that restore, inspire, and create lasting connections.