By Somya Deep
The Indian tourist market is currently regarded as a vital target group in driving Thailand’s tourism sector. It has emerged as the 3rd largest short-haul market, following China and Malaysia, demonstrating continuous and steady growth.
According to the Tourism Authority of Thailand (TAT), New Delhi, key supporting factors include Thailand’s status as a short-haul destination, excellent value for money, and the ongoing expansion of the middle-to-upper-class demographic in India.
India shows steady growth for Thailand
From January 1, 2026, to the present, the cumulative number of tourist arrivals from India has surpassed 1.11 million, marking a 7.15% increase compared to the previous year.
For 2026, Thailand has set an overall target of welcoming 2.55 million tourists from India, with projected revenue of 97,860 million THB. These figures underline the growing importance of India as one of the most promising and high-potential source markets for Thailand.
Focus on value-driven growth
The operational strategy focuses on driving value-driven growth by targeting high-quality tourists. The ultimate goal is to establish Thailand as an all-year destination for Indian travellers.
This approach is being supported through focused promotions, targeted market engagement and curated tourism offerings aimed at different traveller segments. The strategy prioritizes three key target segments — wellness and leisure, wedding tourism, and first visitors and first passport holders from Tier II and III cities.
Wellness and Leisure take centre stage
Wellness and leisure remain among the key focus areas for Thailand in the Indian market. TAT is offering premium health and wellness retreat experiences under the concept of “Healing is the New Luxury” to specifically target families and the younger generation.
With Indian travellers increasingly looking for holidays that combine relaxation, rejuvenation and meaningful experiences, Thailand is positioning itself as a destination that offers both value and premium wellness options.
Wedding Tourism remains a strong segment
Wedding tourism continues to be one of the most lucrative segments for Thailand. TAT aims to maintain and expand the customer base for destination weddings, which generate substantial tourism revenue for the country.
The strategy also includes expanding into the LGBTQ+ wedding market, encouraging these couples to host their ceremonies in Thailand. With its scenic destinations, luxury hotels, strong hospitality infrastructure and easy connectivity, Thailand continues to be a preferred choice for Indian destination weddings.
Targeting first-time travellers from tier II and III cities
Another important focus area is attracting first-time travellers, new passport holders, and high-purchasing-power individuals from secondary and tertiary cities in India.
This approach simultaneously aims to stimulate tourist dispersion by connecting travel routes to secondary destinations within Thailand. By encouraging travellers to explore beyond traditional gateways, Thailand is looking to promote lesser-known destinations and strengthen tourism growth across the country.
Thailand eyes stronger India momentum in 2026
With India showing continuous growth and strong travel intent, Thailand is expected to further consolidate its position as one of the most preferred international destinations for Indian travellers.
Backed by focused strategies, diversified tourism products and targeted engagement with high-quality segments, TAT aims to strengthen Thailand’s appeal as a year-round destination for Indian travellers in 2026.
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