The Tourism Authority of Thailand (TAT) confirms strong international participation for Thailand Travel Mart Plus (TTM+) 2026, welcoming 429 global buyers, 428 Thai sellers, more than 60 international media, and over 15,400 expected business appointments. The event will take place from June 10–12, 2026 at the NICE Pattaya Convention and Exhibition Center, Chon Buri. This year’s edition highlights wellness tourism, Hidden Gems, sustainable travel, regional routes, digital trade support, and major global events.
“As TAT’s annual strategic trade platform, TTM+ connects global travel buyers with Thai tourism businesses and presents the depth, quality, and diversity of Thailand’s tourism offer to the international market. The strong buyer response to this year’s event reflects continued confidence in Thailand despite global economic uncertainty and wider international challenges. TAT believes TTM+ 2026 will create meaningful business opportunities, strengthen Thailand’s global tourism profile, and distribute benefits to entrepreneurs, communities, and related sectors nationwide,” said Thapanee Kiatphaibool, TAT Governor.
Under the theme ‘Healing is the New Luxury,’ TTM+ 2026 places wellness and restorative travel at the core of Thailand’s global tourism offering. TAT will showcase wellness products and services from all five regions, alongside Hidden Gems and the Travel with Care approach, reinforcing Thailand’s appeal as a destination for physical, mental, and emotional wellbeing through responsible travel experiences.
International buyer participation has risen by 5.7% from 2025, led by ASEAN (33%), followed by East Asia (28%), Europe (24%), and the Americas (15%). Increased participation from the Americas signals renewed long-haul demand and growing confidence in Thailand’s tourism sector.
Thai sellers represent a diverse industry mix, including hotels, tour operators, attractions, entertainment businesses, golf courses, travel technology providers, wellness resorts, hospitals, and related services. Participants include TAT STAR-certified operators aligned with Sustainable Tourism Goals (STGs), CF Hotels members, and Thailand Tourism Award winners.
Beyond the scheduled meetings, TAT will showcase Thailand’s tourism direction, market-ready products, and partnership opportunities. Key sessions include the Thailand Tourism Update and TTM Talk, presented this year as a Medical and Wellness Tourism forum under the ‘Healing is the New Luxury’ theme. Additional highlights include partner showcases, the Opening Ceremony and Welcome Reception on 10 June at Alexa Beach Club Pattaya, and Pattaya Night on 11 June at Columbia Pictures Aquaverse.
The Thailand Pavilion will serve as the central TAT showcase, presenting Thailand Event Hub through major international events, including Tomorrowland Thailand, alongside wellness routes from Thailand’s five regions. Interactive elements will include demonstrations, hands-on activities, and sensory storytelling – spanning sight, taste, scent, sound, and touch – from signature Thai fruits to one-bite local tastings, offering buyers and media a concise introduction to Thailand’s regional identity and wellness-driven travel.
TTM+ 2026 will also use digital tools to support participant experience and business outcomes. The Pre-Scheduled Appointment Matching system will optimise meeting efficiency, while the TAGTHAi application will assist international participants with travel information, payment services, and on-site support.
Sustainability is embedded through a Sustainable Event concept, including resource reduction, carbon tracking, and a Zero Waste to Landfills approach covering waste separation, full-cycle management, and redistribution of surplus food and reusable materials to local communities and schools.
The Pre-Tour programme on 10 June has received strong interest from international buyers, with all seven routes fully registered. The programme will give participants first-hand exposure to Chon Buri’s tourism assets, including nature, lifestyle, golf, yachting, and community-based experiences.
Following the trade mart, the Post-Tour programme from 13 to 16 June will connect participants with five regional routes across Thailand: Rayong–Chanthaburi, Prachin Buri–Nakhon Ratchasima, Nakhon Pathom–Kanchanaburi, Surat Thani–Nakhon Si Thammarat, and Chiang Rai. These itineraries are designed to develop new market-ready products, extend business engagement beyond the trade floor, and distribute tourism income nationwide.
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