The Tourism Authority of Thailand (TAT) celebrates Visa’s 2026 study, ranking Thailand among top Asian-Pacific destinations. Emphasizing familiarity and unique experiences, TAT supports quality tourism, digital payments, and flexible travel.
Thailand’s Popularity Among Asia Pacific Travelers
Bangkok, 2 July 2026 – The Tourism Authority of Thailand (TAT) is celebrating Thailand’s recognition in Visa’s 2026 Global Travel Intentions study. This study highlights Thailand as one of the top five destinations for Asia Pacific travellers, showcasing a strong demand for convenient and enriching experiences. With over 47,000 respondents, including more than 17,000 from the Asia Pacific region, the study reveals a shift towards intentional travel planning, emphasizing familiarity and practical choices.
Shifts in Travel Planning and Payment Trends
The study shows 63% of Asia-Pacific respondents prefer regional travel, ranking Thailand alongside popular destinations like Japan and Australia. Notably, 37% of travelers prioritize local experiences such as food and culture, surpassing the global average. The use of AI in planning is growing, with travelers seeking detailed information on accommodations and travel requirements. Digital payments are pivotal, with 73% of respondents carrying cards or mobile wallets, aligning with Thailand’s “Pay Like a Local” initiative for seamless tourist experiences.
Enhancing Thailand’s Travel Experience
Visa’s findings support TAT’s vision of quality-led tourism, focusing on providing meaningful and culturally rich experiences. The emphasis is on wellness, gastronomy, and local connections, aligning with the “Healing is the New Luxury” concept. TAT is enhancing its approach through targeted communication, digital convenience, and promoting lesser-known destinations. As travelers value flexibility, opportunities abound for inspiring spending on local dining and unique experiences, reinforcing Thailand’s appeal as a trusted, well-rounded travel destination.
Source : Thailand ranks among Asia Pacific travellers’ top five destinations in Visa study
