Thailand is to showcase its culture, nature and health products at FITUR

How does the tourism industry contribute to Thailand's economy?

The tourism industry is crucial to Thailand's economy. Before the Covid-19 pandemic it contributed around 18.29% to GDP, making it a vital part of the country's financial health. Although the industry was severely affected by the pandemic, it recovered to provide around 7.24% of GDP in 2022 and remains a cornerstone of the economy, with an estimated contribution of 12% in 2025. 

Tourism supports more than 4.4 million jobs in various sectors such as hotels, transport, catering, retail and cultural attractions. Economically, it generates significant revenues for local businesses and communities, attracts foreign investment and sustains livelihoods across the country. 

What are your visitor forecasts for 2025 as a whole?

For 2025, Thailand expects to have welcomed around 40 million foreign tourists and anticipates continued growth in tourism-related revenue, with the industry expected to top 3.4 trillion baht, an increase of 7.5% over 2024. The importance of the tourism industry is also reflected in ongoing infrastructure investments, such as the expansion and upgrading of airports, to accommodate the growing number of visitors and to position Thailand as a regional hub.

What role does sustainability play in your tourism development?

Thailand's presentation at FITUR 2026 will c

Despite challenges such as environmental impact, seasonal fluctuations and global economic headwinds, Thailand is shifting its focus to sustainable, quality tourism, including eco-resorts and wellness retreats to ensure long-term growth. Overall, tourism remains a fundamental pillar of Thailand's economy, cultural identity and employment landscape, driving a significant portion of GDP and economic development.

Which of your country highlights will you be presenting at FITUR 2026?

At FITUR 2026 Thailand will present a diverse range of attractions showcasing its rich culture, natural beauty and health and wellness offerings. Key features include our cultural and historical attractions. Visitors can explore ancient cities and UNESCO World Heritage Sites such as Ayutthaya, Sukhothai and Bangkok. These visits include guided experiences in traditional villages and cultural craft workshops. There are also our country’s breathtaking, secluded beach destinations such as Krabi, Nakhon Si Thammarat, Chanthaburi and Trat. As well as health and wellness products and services to help travellers enjoy their visit to Thailand: Thai massages, Thai cuisine, Thai wisdom and Thai herbal products.

What other proposals are you planning to showcase on your stand?

ontinue with this approach, combining cultural shows with innovative travel experiences related to health and wellness under the slogan "A Wellness Journey". During FITUR, the Tourism Authority of Thailand will be presenting a Thai wellness experience and Thai shows to align with global tourism trends and market possibilities highlighted at the event.

What does Thailand expect from its participation in FITUR 2026?

Thailand's presence at FITUR will not only serve to showcase the country's products and services, but will also to allow visitors to experience Thai wellness and entertainment first-hand, which will encourage them to visit Thailand in the future. In addition to these presentations, Thailand aims to build on the success of business meetings between Thai sellers participating on the stand and buyers from around the world by expanding market reach and collaboration with international partners, focusing on key source markets and emerging markets, with the aim of achieving visitor segmentation that balances regional and seasonal flows. However, Thailand aims to improve its image of security, trustworthiness and accessibility in order to boost global confidence after recent challenges.