The Tourism Authority of Thailand (TAT) hosted Thailand Travel Mart Plus (TTM+) 2026 from 10 to 12 June at the NICE Pattaya Convention and Exhibition Centre in Chon Buri under the theme “Amazing Thailand: Healing is the New Luxury.” The event highlighted Thailand’s vision for quality tourism, wellness-led travel, and sustainable regional development, positioning the country’s Eastern region as a model for responsible tourism, Thai wellness, and coastal conservation.
Now in its 23rd edition since its launch in 2001, TTM+ continues to serve as Thailand’s premier travel trade event, bringing together tourism businesses, international buyers, media representatives, and industry stakeholders from around the world. The 2026 edition welcomed 429 international buyers, 428 Thai sellers, and more than 100 members of the international media, facilitating over 15,400 business appointments throughout the event.
Surasak Phancharoenworakul, Minister of Tourism and Sports, said, “TTM+ 2026 reflected the Thai Government’s commitment to tourism as a key driver of national growth. The event connected Thai tourism businesses with high-potential buyers, media, and partners from around the world while strengthening ASEAN connectivity and wider regional cooperation. It also created opportunities for business, innovation, and partnerships that strengthen the tourism industry, generate economic value, and distribute benefits to local communities.”
Thapanee Kiatphaibool, TAT Governor, said, “TTM+ 2026 enabled TAT to bring Amazing Thailand: Healing is the New Luxury into a global trade setting, showing how Thai tourism can meet demand for wellness, meaningful experiences, and responsible travel. The event reflected our commitment to sustainable growth through the BCG model, Zero Waste to Landfills, and Zero Food Waste, while creating the connections and shared commitment needed to move Thai tourism forward with quality, responsibility, and confidence.”
Throughout the three-day event, the Thailand Pavilion presented wellness experiences from the country’s five regions through interactive sensory activities that translated the “Healing is the New Luxury” concept into market-ready tourism products. Visitors explored regional identities through local cuisine, herbal aromas, immersive soundscapes, and hands-on demonstrations, while wellness offerings ranged from northern herbal therapies and central body-balancing traditions to northeastern salt treatments, eastern aromatherapy, and southern sea-and-salt experiences.
The pavilion also promoted gastronomy wellness through locally sourced ingredients presented in contemporary formats and showcased Tomorrowland Thailand 2026 as part of efforts to stimulate event-led tourism, encourage visitor spending, and expand night-time tourism opportunities.
Sustainability remained a central focus across the event. Under the “Travel with Care” initiative, the Product Showcase highlighted Nature Care, Self Care, and Culture Care through installations featuring recycled materials, coastal wellness experiences, regenerative marine initiatives, and Thai wellness traditions. The exhibition also promoted responsible tourism standards through TAT Certified programmes, CF Hotels, STGs STAR, the Thailand Tourism Awards, and Trusted Thailand.
Building on its previous carbon-neutral initiatives, TAT implemented comprehensive sustainability measures, including reduced printed materials, carbon tracking in partnership with the Provincial Electricity Authority, waste segregation and recycling, surplus food donations, and the reuse and redistribution of event infrastructure, supporting Thailand’s long-term Net Zero Tourism ambitions.
At the conclusion of TTM+ 2026, TAT announced that the next edition of Thailand Travel Mart Plus would be held in Khon Kaen in 2027, continuing its mission of driving sustainable tourism growth and strengthening Thailand’s position as a leading global travel destination.