Thailand presents the vision ‘The New Thailand’ at ITB Berlin 2026 | News
The Tourism Authority of Thailand (TAT) will unveil its latest world-class positioning in Europe at ITB Berlin 2026, the 60th anniversary edition of the world’s largest and most influential travel trade show, held from March 3 to 5 at Berlin ExpoCenter City. With the vision ‘The New Thailand’, TAT strengthens its status as a world-class destination under the concept ‘Unforgettable Experience: Healing is the New Luxury’, highlighting hidden gems, sustainable itineraries and eco-friendly tourism products tailored for the European market.
TAT’s participation is further enhanced by the gracious presence of Her Royal Highness Princess Ubolratana, who visited the Thailand Pavilion and prepared som tam thad, a signature Thai papaya salad served in a traditional tray. The live presentation highlighted Thailand’s culinary arts, cultural vibrancy and food-as-nutrition philosophy, attracting the attention of international media and trade partners.
Ms. Thapanee Kiatphaibool, Governor of TAT, said: “ITB Berlin 2026 serves as a strategic platform to clearly and purposefully communicate New Thailand’s vision. Healing luxury reflects the changing global demand for wellness and meaningful travel experiences, while sustainability and hidden gems sharpen Thailand’s competitive advantage in Europe. Germany remains a priority long-haul market with clear expectations for quality, safety and responsible tourism. Through coordinated public-private sector collaboration and targeted trade engagement, TAT is advancing Thailand’s future. stands as a future-proof, world-class destination.”
The Thailand Pavilion presents a renewed and contemporary image under the Unforgettable Experience: Healing is the New Luxury concept, positioning Thailand as a truly restorative destination where wellness, culture and authenticity come together.
TAT will lead a delegation of 165 Thai tourism operators at the Thailand Pavilion in Hall 26B, leading high-level business negotiations with international buyers and trade visitors. Of these, 89 operators hold recognized sustainability certifications and awards, including the Thailand Tourism Awards, STAR Certification, Green Hotel and CF Hotels, demonstrating significant progress in sustainable tourism standards. TAT works closely with the Ministry of Tourism, Thai Airways International, Bangkok Airways, Airports of Thailand, Thailand Privilege Card, the Sports Authority of Thailand, the Designated Areas for Sustainable Tourism Administration and provincial tourism associations, presenting a unified national platform that reflects strong public-private sector integration.
The showcase highlights hidden gems in all regions, including Sukhothai and Nan in the north, Suphan Buri and Ratchaburi in the central region, and Satun and Trang in the south. The Sustainable Thailand story is amplified by 10 Krabi: Travel With Care itineraries and 20 low-carbon itineraries, supported by TAT Certify standards including STGs STAR, Thailand Tourism Awards and CF Hotels, building trust among environmentally conscious European travelers.
A highlight of the pavilion is the Saneh Thai Café, which presents wellness tourism through cuisine under the themes of Wellness on a Plate and Worth-Life Balance, with 20 curated itineraries that connect gastronomy, regional identity and holistic well-being. Eco-friendly products made from marine waste and recycled materials, including driftwood art, bead necklaces, art toys and shoes, are on display alongside interactive DIY souvenir activities such as key rings, phone straps and bracelets, reinforcing Thailand’s commitment to creative and responsible tourism.
In parallel with ITB Berlin 2026, TAT is strengthening Thailand’s presence across Berlin through Amazing Thailand Fest 2026 (The Wholesome Taste of Thai) at KaDeWe from March 2 to 14, 2026. The impressive brand takeover, carried out in partnership with Central Group, transforms the luxury department store’s façade and windows into a showcase of Thai cuisine and tourism, positioning gastronomy as a powerful driver of destination inspiration and demand to travel.
Germany continues to play a crucial role in Thailand’s long-range strategy. In 2025, Thailand welcomed 965,898 German visitors, an increase of 10.60 percent compared to 2024. The positive momentum continued in 2026, with 115,700 German travelers visiting Thailand from January 1 to 31, an increase of 2.55 percent year-on-year. These travelers, with an average stay of 15.58 nights per trip, drive strong market demand for beach vacations, family travel, health and wellness, environmental conservation and slow travel, keeping safety at the heart of travel decision-making.
In 2026, TAT continues to strengthen the German market through targeted product highlights in the Sea-Sand-Sun, Leisure and Sports, Wellness, and Nature and Outdoor segments, while promoting responsible tourism and experience-based travel that creates lasting value and meaning. Hidden gems are positioned as attractive new destinations that appeal to the sustainable market focus of German quality travelers.
As part of the ITB Berlin program, TAT will host the Amazing Thailand Networking Event on March 4, 2026. The meeting will bring together international media, global trading partners and key stakeholders to further outline the Value over Volume strategy and long-term market priorities under the Healing is the New Luxury concept.
Participation in ITB Berlin 2026 is expected to generate more than 5.568 billion baht in economic value, strengthening Thailand’s path to becoming a sustainable, high-quality and truly unforgettable world-class destination.
