Thailand Reinforces Tourism Partnership with India at SATTE 2026 in New Delhi
Thai Pavilion unveils “Healing is the New Luxury” campaign under the “New Thailand” strategy to attract premium Indian travellers
New Delhi, 26 February 2026 – The Tourism Authority of Thailand (TAT) is further strengthening tourism collaboration with India through an impactful cultural and business showcase at the South Asia Travel and Tourism Exchange (SATTE) 2026. The event is being held from 25–27 February at the Yashobhoomi Convention Centre in New Delhi.
Celebrating its 33rd edition, SATTE hosts more than 35,000 attendees and over 1,400 exhibitors. Marking its 17th participation, TAT is facilitating extensive business discussions between Thai tourism suppliers and Indian travel buyers within a 312-square-metre Thailand Pavilion. Designed around the concept “Palette of Wellness, Your Ultimate Healuxe,” the pavilion reflects Thailand’s global “Healing is the New Luxury” campaign, positioning the country as a leading high-value wellness and restorative travel destination.
The pavilion officially opened on 25 February and was inaugurated by H.E. Ms. Chavanart Thangsumphant, Ambassador of Thailand to India, alongside Ms. Pattaraanong Na Chiangmai, Deputy Governor for International Marketing (Asia and South Pacific); Mr. Chuwit Sirivajjakul, Deputy Governor for Policy and Planning; and senior TAT executives. The occasion reaffirmed Thailand’s dedication to deepening tourism cooperation with India through a quality-focused growth approach.
A total of 50 Thai tourism businesses are participating, including hotels, resorts, tour operators, and leisure attractions. Over 5,000 pre-arranged business meetings are scheduled across the three-day exhibition.
The pavilion also features participation from Thai AirAsia, Thai Vietjet Air, and Thai Lion Air, as well as key industry organisations such as the Phuket Tourist Association, Samui Tourism Promotion Association, and the Association of Thai Travel Agents.
On the opening day, Ms. Pattaraanong hosted a media briefing outlining the objectives of the “Healing is the New Luxury” campaign. Joined by senior executives, she highlighted Thailand’s commitment to generating higher-value tourism growth rooted in wellness, culture, and sustainability—core pillars of its India market strategy.
She emphasised that India remains a strategically important and high-potential source market. Through the “New Thailand” vision, the country is transitioning towards a balanced tourism ecosystem that prioritises value over volume. The campaign invites Indian travellers to experience transformative journeys that promote well-being, meaningful connections, and long-term benefits for local communities and the tourism industry.
Under this vision, TAT is advancing its “Amazing 5-Economy” framework, aligning tourism offerings with global lifestyle trends in wellness, culture, shopping, and seamless digital travel experiences.
India continues to rank among Thailand’s top inbound markets, fuelled largely by Millennials and Gen Z travellers seeking customised, restorative travel experiences. Prominent segments include family travellers, wellness seekers, wedding groups, golfers, women travellers, seniors, and emerging niche audiences focused on rejuvenation and adventure.
While established destinations such as Bangkok, Pattaya, Phuket, Krabi, and Chiang Mai remain popular, Thailand is also encouraging exploration of secondary cities including Kanchanaburi, Khao Yai, Chiang Rai, and Sukhothai. This strategy aims to inspire repeat visits and foster deeper destination engagement.
TAT’s participation at SATTE forms part of a comprehensive India-focused strategy managed by its New Delhi and Mumbai offices. These offices implement targeted promotions for corporate and wedding travel, collaborate with major Indian travel platforms on joint campaigns, participate in trade and consumer exhibitions, and organise media familiarisation trips—collectively strengthening Thailand’s brand positioning in the Indian market.
The results remain strong. In 2025, Thailand welcomed 2,487,319 Indian visitors, representing a 16.82% year-on-year increase and generating 93.86 billion Baht in tourism revenue. Between 1 January and 23 February 2026, 382,768 Indian travellers visited Thailand, making India the fourth-largest source market after China, Malaysia, and Russia.
For 2026, Thailand is targeting over 2.55 million Indian arrivals and approximately 97.86 billion Baht in revenue, reinforcing India’s importance within Thailand’s tourism landscape.
Air connectivity continues to boost competitiveness. In 2025, 10 airlines operated direct routes between India and Thailand, offering 19,132 flights and more than 3.83 million seats. Improved connectivity from major Indian cities to Bangkok, Phuket, and Krabi, along with visa-exemption policies allowing Indian passport holders to stay up to 60 days, further supports travel growth.
TAT’s India offices have also been closely monitoring the recent Nipah virus cases reported in West Bengal. Authorities confirmed the situation remains under control with no new cases, and travel activity across India continues without disruption to tourism or trade participation.
Source: https://www.tatnews.org/2026/02/thailand-strengthens-india-tourism-ties-at-satte-2026-in-new-delhi/
