The Tourism Authority of Thailand (TAT) is leading a delegation of Thai tourism operators to Feria Internacional de Turismo (FITUR) 2026, held from 21–25 January at the Feria de Madrid exhibition centre in Madrid, Spain. The engagement advances TAT’s strategy to drive quality leisure growth across Spain and Latin America, reinforcing a value-led approach to long-haul market development.
Ms. Thapanee Kiatphaibool, TAT Governor, said, “Spain and Latin America are important long-haul markets with strong growth potential for Thailand. Our participation in FITUR 2026 reflects TAT’s clear focus on quality leisure travel, with wellness, culture, and meaningful experiences at its core. Through close collaboration with Thai operators and international partners, TAT is strengthening Thailand’s position as a destination where travel delivers lasting value and genuine renewal.”
FITUR is Spain’s largest international tourism trade fair and this year marks its 46th edition. Thailand’s presence enables Thai tourism businesses to engage with global buyers, strengthen commercial partnerships, and expand reach across Spanish-speaking markets. A total of 26 Thai operators from seven provinces are participating as sellers, including hotel and resort operators, destination management companies, and airline, representing Chiang Mai, Sukhothai, Bangkok, Pathum Thani, Surat Thani (Ko Samui), Phuket, and Krabi.
Thailand’s market positioning at FITUR 2026 is guided by the global marketing concept “Healing is the New Luxury”, highlighting health and wellness tourism alongside cultural experiences. The positioning reframes luxury as time, balance, and meaningful moments, aligning with travel demand in Spain and Latin America, where travellers increasingly prioritise quality, depth, and purpose-driven journeys.
The Thailand pavilion features live demonstrations and cultural showcases designed to reflect this positioning. Visitors can experience Thai flavours through miang kham cocktail and Thai herbal cocktail demonstrations using locally sourced ingredients, alongside cultural performances including southern Manorah dance, Isan folk dance, and traditional choreography. Exhibitions honouring Her Majesty Queen Sirikit, The Queen Mother include Thai national costume displays and a Khon performance, presenting Thailand’s living cultural heritage to international audiences.
TAT also hosts an Amazing Thailand Networking Lunch for media representatives from Spain and Latin America to present Thailand’s tourism direction for 2026. The programme includes participation by a Spanish influencer, Mrs. Carla Royo-Villanova, to share travel experiences in Thailand and support broader destination visibility, alongside discussions on future collaboration, including opportunities to enhance air connectivity between Spain and Thailand.
TAT estimates that engagement at FITUR 2026 will generate at least 780 business appointments, with projected tourism revenue exceeding 745 million Baht. The initiative supports TAT’s objective to achieve a new high record of 250,000 Spanish visitors to Thailand in 2026, alongside continued joint marketing and promotional activities with international partners.
Spain remains one of Thailand’s high-potential European source markets, with year-round travel demand and a strong contribution during the June–August period, supporting Thailand’s low-season performance. In 2025, arrivals from Spain reached 216,249 visitors, up 4.11 percent year on year, generating approximately 13.78 billion Baht in tourism revenue and marking a new high record. Spanish travellers average 16 nights per trip with spending of 63,717 Baht per person, favouring cultural travel combined with beach destinations such as Bangkok, Phuket, Chiang Mai, Krabi, and Surat Thani.
