TAT Courts Italian Tourists at TTG Travel Experience 2026

The Tourism Authority of Thailand (TAT) Rome office advanced its promotion of the Italian tourist market by participating in TTG Travel Experience 2026 from October 14–16, 2026, at the Rimini Expo Centre in Rimini, Italy. TAT brought six Thai tourism operators to conduct business meetings with buyers from international markets, alongside expanding cooperation with airline partners and tour companies to increase marketing opportunities and push Thai tourism products and services into the Italian market. Over the three-day event, a total of 150 business appointments were held.

Jirawee Khunthap, TAT Deputy Governor for Europe, the Americas, the Middle East, and Africa, stated that TAT aims to drive Thai tourism under the concept "Healing is the New Luxury," presenting travel value that addresses relaxation, wellness, and unique experiences.

For 2027, TAT targets a 1% increase in average spending by Italian tourists through promoting four key segments: premium travelers seeking unique experiences, health and wellness travelers, honeymooners and couples, and culture enthusiasts interested in local crafts, cuisine, and major Thai festivals. This coincides with creating tourism value and maintaining Thailand's popularity in long-haul markets through cooperation with tourism industry partners — tour operators, hotels, and airlines — to develop products and services aligned with tourist interests, offering meaningful experiences linking culture, lifestyle, food, nature, and wellness. Efforts also encourage longer stays, disperse travel from major cities to secondary destinations, and promote year-round travel to position Thailand as the "Top Preferred Destination" for Italian tourists.

The 63rd edition of TTG Travel Experience, organized by Italian Exhibition Group (IEG), serves as an international tourism business platform for global operators to showcase products and services, build trade networks, and develop cooperation to expand markets. This year, TAT led Thai operators in a 40-square-meter booth presenting Thai tourism products and services for 2026–2027, comprising four Destination Management Companies (DMCs): Siam Holiday & Leisure Co., Ltd., Asco Travel (Thailand) Co., Ltd., Siam Dragon Tour Co., Ltd., and Asian Trails Co., Ltd.; one hotel group: All Inclusive Collection (Rixos); and one airline: Thai Airways International Public Company Limited. This created opportunities for Thai operators to meet buyers and tourism business partners to increase the inclusion of Thai products and services in Italian tour packages for 2026–2027.

Simultaneously, TAT advanced expanded cooperation with airline partners including Thai Airways International, ITA Airways, and Neos Air — a charter carrier serving seasonal travel demand — to support air connectivity between Italy and Thailand, aiming to increase access to Thailand and support Italian tourist travel across diverse periods.