Expanding Quality Tourism: Targeting Balkan Market to Meet Visitor Goals

The Tourism Authority of Thailand (TAT) is moving forward with a Balkans Roadshow 2026, targeting new quality tourism markets in Serbia, North Macedonia, Kosovo, Romania, and Bulgaria. Led by TAT Governor Thapanee Kiatpaiboon, the initiative aims to diversify tourism risks and expand into emerging markets. The first event was held at Belgrade Art Hotel, with 15 Thai operators meeting 18 travel companies from Serbia, North Macedonia, and Kosovo. The roadshow generated intense business networking and received positive feedback, reflecting the Balkan market's potential for continuous growth. The next stop will be Cluj-Napoca, Romania, with the goal of attracting 36.7 million foreign tourists throughout 2026. Additionally, a media familiarization trip was organized, inviting six Serbian journalists to experience Thailand's tourism offerings and showcase the country's cultural attractions and lesser-known destinations.