Bangkok, 9 July 2026 – The Tourism Authority of Thailand (TAT) strengthened its Middle East engagement in the United Arab Emirates from 7 to 8 July through two complementary activities, including the “Healing is the New Luxury” media launch in Dubai and the “Amazing Thailand Takes Off with flydubai Roadshow 2026” in Dubai and Abu Dhabi.

Together, the activities reinforced Thailand’s readiness for the region’s peak travel period by linking new air access, trade partnerships, wellness-led messaging, and the seasonal appeal of “Blooming and Bright Amazing Thailand”.

Ms. Thapanee Kiatphaibool, TAT Governor, said, “Thailand is ready to welcome Middle East travellers throughout the year with strong connectivity, quality accommodation, world-class hospitality, gastronomy, shopping, wellness, and family-friendly experiences. Through Healing is the New Luxury, TAT is presenting Thailand as a safe, accessible, and welcoming destination where travel supports wellbeing, balance, and personal renewal. Building on Thailand’s strengths in wellness, medical care, Thai wisdom, and hospitality, we are moving from healing to longevity, offering meaningful journeys that restore body and mind and create lasting value.”

The UAE activities took place under the leadership of Ms. Thapanee, together with Mrs. Chiravadee Khunsub, TAT Deputy Governor for International Marketing – Europe, the Americas, the Middle East, and Africa, TAT executives, and the TAT Dubai Office. The roadshow was supported by Thailand’s diplomatic representatives in the UAE, including the Consul-General of Thailand to Dubai and the Northern Emirates at the Dubai event and the Chargé d’affaires ad interim of Thailand to the UAE at the Abu Dhabi event, reflecting a coordinated effort to strengthen Thailand’s presence in the market.

TAT hosted the “Healing is the New Luxury” media launch on 8 July at CÉ LA VI Dubai, The Address Sky View Hotel, welcoming over 100 leading local media representatives, Key Opinion Leaders, influencers, and corporate guests. The event introduced the campaign and provided tourism updates aimed at high-potential UAE travellers.

The campaign redefines luxury through meaningful time, emotional rest, physical renewal, and reconnection with oneself and loved ones. Thailand supports this message through Thai hospitality and tourism products suited to Middle East travellers, including luxury hotels and resorts, private pool villas, quality dining, halal-friendly services, shopping, wellness, and medical tourism.

Alongside the media launch, the TAT Dubai Office, in collaboration with flydubai, organised the “Amazing Thailand Takes Off with flydubai Roadshow 2026” from 7 to 8 July in Dubai and Abu Dhabi. The two-city roadshow brought over 21 Thai tourism sellers—15 hotels, five DMCs, and one tourism business—into direct meetings with travel partners from Dubai, the Northern Emirates, Abu Dhabi, and Al Ain.

The roadshow followed the 1 July launch of flydubai’s new Dubai–Bangkok Don Mueang service and leveraged the airline’s network of more than 140 routes across 58 countries. It supported Thailand travel sales for key UAE segments, including families, leisure travellers, and medical and wellness visitors seeking comfort, privacy, and high-quality experiences.

TAT also highlighted “Blooming and Bright Amazing Thailand”, encouraging travel during the green season when landscapes are lush, waterfalls are at their fullest, and destinations are less crowded. This aligns with Middle East travel patterns, presenting the kingdom as a refreshing, and wellness-friendly destination.

The Middle East remains a high-value long-haul market, with average spending of around 100,000 Baht per person per trip. TAT expects 600,000 visitors from the region this year, after recording 210,000 arrivals in the first half of 2026.

From the UAE, Thailand welcomed 37,000 visitors in the first half, with a full-year rebound projected at 140,000. As travellers become more price-conscious on airfares while prioritising quality accommodation and experiences, TAT continues to work with wide-network airline partners and low-cost carriers to broaden access, sustain demand, and support the Gulf Cooperation Council growth in 2027.

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The Asian Age Group Championships 2026 was announced on July 9, 2026, at Alexander Hotel, with Col. Thammas Promphao, president of the Thai Water Sports Association, leading the press conference. The competition will take place from July 16-25, 2026, featuring swimming, diving, synchronized swimming, and water polo across three venues: the Government Sports Complex pool for swimming, Assumption University's Samutprakan campus for diving and synchronized swimming, and Thammasat University's Rangsit campus for water polo.

The event will attract 34 nations with approximately 1,226 athletes and 332 officials. Col. Thammas emphasized this represents Thailand's pride as host nation for the first time in a decade, showcasing the country's capability to organize world-class international sporting events. The championship serves as an important platform for young water sports athletes to gain international experience and develop toward competing in the Asian Games, Olympics, and world championships.

For Thailand, hosting the event will enhance the nation's image as a center for international sports competitions, boost tourism and sports-related economy, and inspire Thai youth to pursue water sports. The competition aims to foster friendships and excellence in Asian water sports development. Col. Thammas thanked sponsor organizations including PTTEP, Thai Oil, and PTT Global Chemical, and expressed wishes for the championship's tremendous success. He also presented flowers to five Thai female water polo players returning from international clubs in Israel, Russia, and Hungary.

A Facebook post by a chef criticizing those who oppose weight-loss injections has ignited a major social media storm with divided public opinion. The post stated: "Those of you against weight-loss pens—if you lose weight from them, then you should just eat boiled eggs and jog around the park. Don't criticize people who use them. I'm rich anyway." The post went viral with thousands of comments and extensive shares. While many agreed with the chef, critics argue the post demeans people using conventional methods, despite the fact that each person has different needs and constraints. Regarding the effectiveness of weight-loss pens, Samitivej Hospital reports that liraglutide was developed as an injectable medication with a small needle for administration into the abdomen, thigh, or arm to achieve long-term weight reduction. A clinical trial comparing the drug to placebo in 3,731 non-diabetic volunteers with BMI over 30 kg/m² (obesity) and those with BMI of 27 kg/m² or higher (overweight) combined with weight-related conditions such as hypertension, diabetes, and abnormal blood lipids showed that after 56 weeks, test subjects receiving the medication lost more than 10% of their weight, or at least 5% within the first two months. The treatment also reduced waist circumference by 8.2 centimeters. After stopping the medication, weight regain was only 1.9%. Weight-loss pens are merely one approach to weight management; diet control, nutritious eating, regular exercise, adequate sleep, avoiding late nights, and stress reduction remain paramount for sustainable success. Successful weight loss requires understanding one's body first to identify the true underlying causes of weight issues, as improper dieting and exercise methods can lead to failure and abandonment.

Thailand has nominated “Chud Thai: The Knowledge, Craftsmanship and Practices of the Thai National Costume” to be inscribed on the UNESCO Representative List of the Intangible Cultural Heritage of...

The Thai Chamber of Commerce has reported that the June 2025 consumer confidence index improved to 50.7 from 49.5, marking its first gain in four months. According to Thanavorn Plaveechai, rector and advisor to the Center for Economic and Business Forecasting at Thamasart University's affiliated chamber, consumers have grown less anxious about Middle East tensions following a ceasefire agreement between the United States, Israel, and Iran, while oil prices have begun stabilizing. The government's Thailand Helps Thailand Plus economic stimulus program has also had a positive psychological effect and boosted purchasing power.

However, the business confidence index fell for a fourth consecutive month to 41.4, as stimulus funds have not yet translated into improved sales for businesses. Employment remains low, and economic recovery has been uneven, with growth concentrated in AI and electronics sectors rather than spreading to small and medium enterprises. "Consumer confidence shows positive awareness of the stimulus program with increased purchasing power, but business operators have yet to see tangible benefits from the monthly 50 billion baht stimulus injection," Thanavorn said.

If Middle East tensions do not intensify, the government continues the stimulus for four months, and energy restructuring proceeds as planned, purchasing power could strengthen considerably, potentially driving full-year growth above 2%, Thanavorn predicted. Even if the U.S. escalates strikes on Iran without major military involvement, oil prices should remain below $80 per barrel, supporting growth at the forecast 2-2.5% rate. However, if prolonged conflict erupts with intensive mutual attacks, crude oil could spike to $90-110 per barrel, potentially limiting Thailand's growth to 1.5-2% for the year.

Thailand is elevating its rice into high-value products by highlighting three categories: environmentally-responsible rice, health-focused varieties, and heritage-branded rice. The Trade Policy and Strategy Office is driving a demand-driven strategy to promote premium rice and meet modern consumer behavior favoring health and environmental consciousness, allowing producers to command prices up to three times higher than conventional rice.

Nanthapong Jiralertphongs, director of the Trade Policy and Strategy Office under the Commerce Ministry, announced the fiscal 2025 project to boost farmer incomes and restructure Thailand's rice trade, supporting Minister Supachai Suthammapun's "refined rice" policy to shift from volume-based to value-based sales. Thailand currently uses 43.3% of its agricultural land—74.7 million rai—for rice cultivation, covering approximately 4.6 million farming households (60% of all farmers). White rice cultivation has surged dramatically from 8 million rai in 2021 to 13 million rai in 2025, yet prices have fallen, trapping Thailand in volume-based production.

The Office has classified high-value rice into three groups based on global market demand:

Eco-responsible rice focuses on environmentally sustainable production meeting international trade standards, including sustainable rice produced to international standards (SRP), low-carbon rice reducing greenhouse gases (methane, nitrous oxide, and carbon dioxide), and organic rice free of synthetic chemicals.

Heritage-branded rice emphasizes origin value and irreplaceable local wisdom, including Geographical Indication (GI) rice—Thailand currently has 24 registered GI rice varieties such as Khao Hom Mali Thung Kula Rong Hai and Khao Sang Yod Phatthalung—and indigenous or mountain rice varieties with distinctive flavors and biodiversity.

Health-focused rice addresses aging populations and health-conscious consumers, including nutrient-rich and colored rice high in antioxidants (such as Rice Berry and Purple Rice) and functional rice like low glycemic index rice for diabetics or vitamin-fortified varieties.

The Office has gathered field data on challenges and opportunities from farmers, businesses, and experts nationwide. Key findings include successful low-carbon rice by modern large-scale farmers, where alternating wet-dry farming techniques cut costs by 17% and increased yields by 6%. High-value rice commands significant premiums: organic rice sells 1.5–3 times higher than ordinary rice, GI rice 1.5–3.4 times higher, and colored or health-focused rice 1.2–3 times higher. Infrastructure investment in processing and mill modernization is essential, though middlemen, warehouses, cooperatives, and mills face liquidity constraints from extended payment periods. Global market analysis suggests strong demand for eco-responsible rice, particularly low-carbon varieties driven by trading partners' environmental measures, alongside growing demand for organic rice.