The Tourism Authority of Thailand (TAT) intensified its India outreach at SATTE 2026, spotlighting Thai culture, wellness and high-value travel experiences at the three-day show held from 25–27 February at Yashobhoomi Convention Centre.
Now in its 33rd edition, SATTE continues to rank among South Asia’s largest travel trade exhibitions, drawing over 35,000 participants and more than 1,400 exhibitors. TAT marked its 17th consecutive year of participation with a prominent 312-sqm Thailand Pavilion designed around the theme “Palette of Wellness, Your Ultimate Healuxe,” aligned with its global Healing is the New Luxury positioning.
High-Level Presence and Strategic India Push
The Thailand Pavilion was formally inaugurated by H.E. Ms. Chavanart Thangsumphant, Ambassador of Thailand to India, in the presence of senior TAT leadership including Ms. Pattaraanong Na Chiangmai, Deputy Governor for International Marketing (Asia & South Pacific), and Mr. Chuwit Sirivajjakul, Deputy Governor for Policy and Planning.
Addressing media and trade stakeholders, TAT emphasized India’s importance as a priority source market, particularly as Thailand shifts toward a balanced, high-value tourism model focused on wellness, culture and sustainability rather than volume alone.
50 Thai Operators, 5,000+ Business Appointments
The pavilion hosted 50 Thai tourism stakeholders spanning hotels, resorts, destination management companies and leisure attractions. Over 5,000 pre-scheduled B2B appointments were lined up across the three days, reflecting sustained demand from the Indian outbound market.
Participating aviation partners included Thai AirAsia, Thai Vietjet Air and Thai Lion Air, alongside leading trade bodies such as the Phuket Tourist Association and the Association of Thai Travel Agents.
India Among Thailand’s Top Source Markets
India remains one of Thailand’s strongest outbound markets, driven largely by Millennials and Gen Z travellers seeking personalised, experiential and restorative journeys. Key segments identified include families, destination weddings, wellness travellers, golfers, women travellers, seniors and niche adventure seekers.
Beyond established hubs like Bangkok, Pattaya and Phuket, Thailand is actively promoting secondary destinations such as Kanchanaburi, Khao Yai, Chiang Rai and Sukhothai to encourage repeat visitation and deeper regional exploration.
Strong Numbers Back Strategy
In 2025, Thailand welcomed 2,487,319 Indian visitors — a 16.82% rise over 2024 — generating 93.86 billion Baht in tourism revenue. Between 1 January and 23 February 2026 alone, 382,768 Indian travellers visited the kingdom.
For 2026, TAT has set a target of over 2.55 million Indian arrivals and 97.86 billion Baht in revenue.
Air connectivity remains a major growth enabler, with 10 airlines operating direct services between India and Thailand, offering 19,132 flights and over 3.8 million seats in 2025. Visa exemptions for Indian passport holders continue to further stimulate demand.
With a sharpened focus on value-driven travel, wellness positioning and sustained aviation capacity, Thailand’s presence at SATTE 2026 reinforced its intent to deepen engagement with one of Asia’s most dynamic outbound markets.
