The Tourism Authority of Thailand (TAT) convened its 2026 Action Plan Integration Meeting on July 14, laying out a new national strategy aimed at shifting the country’s tourism sector toward quality, sustainability, and resilience. Known as TATAP 2026, the plan seeks to move away from volume-based growth in favor of long-term value, responding to changing global travel patterns and expectations.
The core strategy, titled Stay Focus, promotes targeted tourism development through data-driven decisions, cross-sector partnerships, and agile management. Five key pillars support the plan: curating meaningful travel experiences, strengthening Thailand’s international image, encouraging regional development, improving institutional performance, and aligning services with market demands.
Planned initiatives include expanding tourism in secondary cities, upgrading transport networks, and increasing international connectivity through new flight routes. The action plan also includes hosting major events, leveraging holiday periods, and advancing the Amazing Thailand brand via creative campaigns and crisis preparedness. A focus on digital transformation will underpin these efforts by improving data accuracy and supporting timely policy adjustments.
Organizational reforms are also underway, with TAT aiming to become a high-performance agency through improved systems and a more adaptive internal culture. This structural change is seen as essential to managing ongoing challenges in the global tourism landscape and sustaining future growth.
Details of the 2026 marketing strategy will be presented on July 21 at the Queen Sirikit National Convention Center in Bangkok. The event will feature briefings from international offices, a tourism business clinic, and a keynote presentation, with proceedings available via livestream on the Amazing Thailand YouTube channel. The July 14 meeting was attended by Vice Minister for Tourism and Sports Jakkaphon Tangsutthitham, TAT Governor Thapanee Kiatphaibool, and members of the TAT Board alongside domestic and international staff.
