Wareerak Hot Spring and Wellness, Krabi. Photo: Chaton Chokpatara / Shutterstock.com Thailand is stepping up efforts to attract Italian travellers in 2027, focusing on wellness holidays, premium experiences, cultural tourism and stronger airline partnerships. The Tourism Authority of Thailand (TAT) outlined its strategy during TTG Travel Experience 2026, held in Rimini, Italy, from October 14 to 16.
At the tourism trade event, TAT brought six Thai tourism businesses to meet international buyers and held 150 business appointments over three days. The delegation included four destination management companies, accommodation provider All Inclusive Collection (Rixos) and Thai Airways International.
The campaign is built around TAT’s concept, “Healing is the New Luxury,” which promotes travel combining relaxation, wellness and individual experiences. For 2027, the authority aims to increase average spending by Italian visitors by 1%, targeting four groups: premium travellers seeking personalised holidays, wellness tourists, honeymooners and couples, and visitors interested in culture, local craftsmanship, Thai cuisine and festivals.
“We aim to create meaningful experiences, encourage longer stays, spread travel beyond major destinations and promote year-round visits,” said Chiravadee Khunsub, TAT deputy governor for Europe, the Americas, the Middle East and Africa.
Phi Phi Islands. Photo: ShutterstockAir connectivity is a key part of the strategy. TAT is working with Thai Airways International and ITA Airways to support direct services between Italy and Thailand, while discussions with charter airline Neos Air have focused on seasonal demand and potential future expansion.
During meetings at the event, TAT and ITA Airways discussed maintaining direct connections, potentially increasing flight frequencies and promoting Thailand throughout the year. Talks with Neos Air included sales promotions and the possibility of a new route in 2028 serving emerging destinations in Thailand.
TAT also met Alpitour, one of Italy’s major tour operators, to discuss attracting more visitors, particularly families, and encouraging travel during Thailand’s low season.
Separately, at a Thai Business Briefing in Milan on October 12, Thai Airways presented plans to introduce the Airbus A350-900 on its Milan-Bangkok route. The aircraft is expected to increase passenger capacity, giving travel companies more opportunities to develop packages.
Thailand’s 2027 marketing strategy also aims to encourage visitors to explore destinations beyond established hotspots. Through its “Hub and Hook” approach, TAT plans to connect better-known destinations such as Chiang Rai and Krabi with cultural events and heritage sites elsewhere in the country.
Limestone cliffs in Krabi. Photo; ShutterstockEvents highlighted include the Candle Festival in Ubon Ratchathani, the Illuminated Boat Procession in Nakhon Phanom and the Christmas Star Parade in Sakon Nakhon. The approach is intended to broaden itineraries, encourage longer stays and spread tourism income to more communities.
TAT also took part in a discussion featuring Italian travel writers Mattia Lorenzetti and Guido Prosperi, whose journeys through northern Thailand inspired a new guidebook published by Giaconi. Tailor-made itineraries based on their travels are being offered through tour operator Going.
Between January 1 and October 12, 2026, Thailand welcomed 197,981 visitors from Italy. According to TAT, Italian tourists stayed an average of 12 nights and spent approximately 50,000 baht per person per trip.
For the full year, the authority forecasts at least 295,000 Italian visitors, accounting for around 3% of arrivals from the European market and generating an estimated 14.7 billion baht in tourism revenue.
TAT’s participation in TTG Travel Experience forms part of its broader effort to attract higher-spending long-haul travellers, build closer relationships with Italian travel businesses and reduce the seasonal concentration of tourism demand.