Thailand takes its "Value over Volume" message to ITB Asia 2026 in Singapore
TAT presented its 2027 direction at the Singapore trade fair, backed by figures on Singaporean visitors: 86% are repeat travellers and 97.59% travel independently.
The Tourism Authority of Thailand (TAT) used ITB Asia 2026, held from 21 to 23 October at Marina Bay Sands in Singapore, to present its 2027 "Value over Volume" direction. It was TAT's 19th participation at the fair. The Thailand Pavilion opened on 21 October under the theme "Thai Sanctuary: The Layer of Well-Being".
The Thai delegation brought businesses from Bangkok, Phuket, Phang-nga, Krabi and Pattaya. Most are hotels and resorts, joined by destination management companies, a shopping centre and an attraction. Several hold sustainability certifications or recognition, including STGs STAR, Travelife, CF Hotels and Green Logo. Visitors to the pavilion could also try an AI photo booth with four themes: Sawasdee for culture, Sabai for nature and relaxation, Aroi for gastronomy and Sanook for Muay Thai and active experiences.
Kittipong Prapattong, TAT Deputy Governor for International Marketing for Asia and the South Pacific, said success should be measured by the value each journey creates for travellers, businesses and local communities, not by headcount alone. TAT described its approach with a "4 NEWs" framework: New Segments, New Experiences, New Partnerships and New Image. It also pointed to "Amazing Thailand Off Scripts", aimed at younger travellers, and to "Trusted Thailand", which focuses on visitor safety and sustainable tourism.
The Singapore numbers explain why the market matters. From 1 January to 19 October 2026, Thailand welcomed 673,114 Singaporean visitors. Repeat visitors make up 86% of them, 97.59% travel independently, and the average stay is 4.72 days. Food and beverage is the top reason to visit at 62.15%, followed by destination diversity at 56.84% and local hospitality at 48.05%. Thailand ranks among the top three destinations for Singaporean travellers, after Malaysia and Indonesia.
To turn interest into bookings, TAT lined up joint promotions running from October 2026 to January 2027. KKday is handling wellness packages, Klook sports and soft-adventure experiences, and Trip.com family travel offers. Singapore Airlines is offering special fares to Bangkok and Phuket. Scoot has also flown direct between Singapore and Chiang Rai, five times a week, since 1 January 2026.
For travellers, the useful detail is the profile of the guest TAT is courting: someone who has been before, books their own trip and wants to go beyond the first-time circuit. That traveller usually plans days around where they want to go rather than a tour schedule, and the choice of transport becomes part of the trip. A second or third visit often means a base in Chiang Mai, Krabi or Phuket and day trips by car or scooter.
This is where Balm Rentals fits in. Balm is a marketplace for renting bikes, scooters and cars from local, verified providers, with the price, deposit and rental terms shown before payment and the app available in the traveller's own language on iOS and Android. It works alongside Thailand's rental businesses, giving independent visitors a clearer way to book and giving local owners a wider audience. As TAT leans into repeat and higher-value travellers, that kind of transparency is one more way to make a trip run smoothly.
Related reading