Pattaya, Thailand. Photo: Shutterstock The Tourism Authority of Thailand (TAT) has stepped up efforts to attract more long-haul visitors from South Africa, hosting its Amazing Thailand Roadshow 2026 across Johannesburg, Durban, and Cape Town from June 22-26, in partnership with Emirates.
The initiative forms part of Thailand’s broader “value over volume” tourism strategy, aimed at attracting higher-spending travelers seeking meaningful and experience-driven trips. It also reflects growing demand for long-haul leisure travel between Africa and Southeast Asia as international connectivity continues to recover.
South Africa remains Thailand’s largest source market in Sub-Saharan Africa, with 72,418 arrivals recorded in 2025, up 6.61% year-on-year. Early 2026 figures also show continued growth momentum, with 8,912 South African visitors between January 1 and February 28, up 4.72% compared to the same period last year.
The roadshow brought together 20 Thai tourism sellers representing hotels, resorts, destination management companies and tourism service providers from across Thailand.
Phuket, Thailand. Photo: ShutterstockPhuket made up the largest share of participants, followed by Bangkok, while destinations including Krabi, Hua Hin, Khao Sok, Koh Samui and Pattaya were also represented.
Bangkok, Thailand. Photo: ShutterstockAcross the three cities, the program featured tabletop sales sessions, business matching, product presentations and networking events designed to strengthen trade partnerships and stimulate future bookings to Thailand.
Koh Sak, Pataya. Photo: ShutterstockThe Tourism Authority of Thailand said the goal was to create at least 1,800 business appointments between Thai tourism operators and South African travel companies, supporting new commercial relationships and expanding Thailand’s visibility in the African market.
Airline partner Emirates played a central role in the initiative, highlighting its global network connections that link South Africa with Thailand via major international hubs such as Dubai.
The partnership is intended to improve accessibility and encourage stronger travel conversion from one of Africa’s most important outbound markets for long-haul leisure travel.
Speaking at the roadshow, TAT Deputy Governor for International Marketing, Chiravadee Khunsub, said South African travelers show strong interest in destinations offering a combination of beaches, culture, wellness, cuisine and luxury experiences.
Photo: TAT NewsroomShe added that the campaign aligns with Thailand’s latest global positioning, “Unforgettable Experiences — Healing is the New Luxury,” which promotes the country as a destination for restorative and experience-led travel.
South African travelers continue to show particular interest in Thailand’s beach destinations, city experiences, nature-based travel, shopping, wellness tourism and multi-destination itineraries.