The Tourism Authority of Thailand (TAT) is strengthening tourism ties with India by showcasing Thai culture and wellness at the South Asia Travel and Tourism Exchange (SATTE) 2026, held from 25–27 February at the Yashobhoomi Convention Centre in New Delhi.
Now in its 33rd edition, SATTE attracts over 35,000 participants and more than 1,400 exhibitors. TAT is participating for the 17th consecutive year, hosting business negotiations between Thai tourism operators and Indian buyers at its 312-square-metre Thailand Pavilion. The pavilion’s design reflects the “Palette of Wellness, Your Ultimate Healuxe” concept, supporting TAT’s global Healing is the New Luxury campaign and positioning Thailand as a high-value restorative destination.
The Thai Pavilion was officially inaugurated on 25 February by H.E. Ms. Chavanart Thangsumphant, Ambassador of Thailand to India, alongside Ms. Pattaraanong Na Chiangmai, TAT Deputy Governor for International Marketing Asia and South Pacific; Mr. Chuwit Sirivajjakul, TAT Deputy Governor for Policy and Planning; and senior TAT executives.
Fifty Thai tourism operators, including hotels, resorts, tour companies, and recreational attractions, are represented at the pavilion, with over 5,000 pre-scheduled business appointments expected over the three-day event. Thai AirAsia, Thai Vietjet Air, and Thai Lion Air, along with the Phuket Tourist Association, Samui Tourism Promotion Association, and Association of Thai Travel Agents, are also participating.
On 25 February, Ms. Pattaraanong led a media briefing highlighting the Healing is the New Luxury campaign. She emphasized India as a strategic market for Thailand, noting the focus on high-value tourism growth driven by wellness, culture, and sustainability.
“SATTE strengthens our partnerships under the New Thailand vision as we transition towards a balanced, high-value tourism ecosystem, guided by value over volume,” Ms. Pattaraanong said. “Through the Healing is the New Luxurycampaign, we invite Indian travellers to experience journeys that restore balance, create meaningful moments, and deliver sustainable benefits for Thai communities and the industry.”
Under the New Thailand vision, TAT is promoting its Amazing 5-Economy framework, aligning tourism with global lifestyle trends in wellness, culture, shopping, and digital convenience. India continues to be one of Thailand’s top source markets, driven by Millennials and Gen Z seeking personalised and healing journeys. Key segments include families, wellness travellers, weddings, golfers, female travellers, seniors, and niche markets focused on rejuvenation, restoration, and adventure.
Beyond established destinations such as Bangkok, Pattaya, Phuket, Krabi, and Chiang Mai, Thailand is promoting secondary destinations including Kanchanaburi, Khao Yai, Chiang Rai, and Sukhothai to encourage repeat visitation and deeper engagement.
TAT’s presence at SATTE 2026 is part of a broader India market strategy led by its New Delhi and Mumbai offices, which manage corporate and wedding promotions, joint sales campaigns with Indian travel platforms, trade and consumer events, and media familiarisation trips.
In 2025, Thailand welcomed 2,487,319 Indian travellers, a 16.82% increase over 2024, generating 93.86 billion Baht in revenue. From 1 January to 23 February 2026, Thailand received 382,768 Indian visitors. For 2026, TAT targets over 2.55 million Indian travellers and 97.86 billion Baht in revenue.
Enhanced air connectivity—10 airlines providing direct services, 19,132 flights, and 3,835,214 seats between India and Thailand in 2025—combined with visa exemptions for Indian passport holders, further supports travel growth. TAT also confirmed that recent Nipah virus cases in West Bengal are under control, with no impact on tourism or trade participation.
