The Tourism Authority of Thailand (TAT) took 47 Thai tourism businesses to WTM London, projecting more than 1.04mn UK arrivals in 2026, TAT said on November 5.
Thailand received 808,214 UK visitors between January 1 and October 31. Forward bookings for October 2026 to March 2027 are up 15.3%. The UK is one of Thailand’s three largest long-haul markets and is set to pass 1mn arrivals for a second consecutive year, with projected revenue of more than THB71.6bn ($2.14bn).
The delegation at ExCeL London on November 3-5 comprised 37 hotels and resorts, eight destination management companies and two other businesses. Eighteen were first-time exhibitors. TAT expects at least 1,440 business appointments and more than THB1.51bn ($45mn) in tourism revenue.
“We are looking beyond visitor numbers to the value travel creates for people and places,” said TAT Governor Thapanee Kiatphaibool.
TAT set out its 2027 “Value Over Volume” strategy at a press conference on November 4. It targets growth in total tourism revenue of at least 5% and a 60:40 split of visitors between major and lesser-known destinations.
“Our ambition is not just to attract more visitors, but to create greater value from every journey,” Thapanee said.
TAT projects more than 31mn international arrivals in 2026 and over THB1.56 trillion ($46.7bn) in tourism revenue. Its Link Plus programme aims to raise international arrivals to lesser-known destinations by 10%.
Virgin Atlantic flies three times a week from London Heathrow to Phuket this winter, and LOT Polish Airlines serves Warsaw-Bangkok. Phuket also gained a Gulf link in October with the launch of Kuwait Airways’ Phuket route.
TAT plans a familiarisation trip for UK tour operators to Khao Lak in Phang-nga in June 2027.
