Takeaways

• Thailand unveiled “The New Thailand” vision at ITB Berlin 2026, highlighting sustainable tourism and wellness tourism as the future of its travel industry.
• The initiative promotes hidden destinations, low-carbon travel routes, and eco-friendly tourism, offering more meaningful travel experiences.
• Germany remains a key market for Thailand, with rising visitor numbers and growing interest in responsible and long-stay travel.

Thailand has unveiled a bold new tourism vision titled “The New Thailand” at ITB Berlin 2026, the world’s largest travel trade fair. The initiative aims to position the country as a leading destination for sustainable tourism and wellness tourism, responding to the growing global demand for meaningful, restorative travel experiences.

Held from March 3–5 at Berlin ExpoCenter City, the 60th anniversary edition of ITB Berlin provided a global platform for Thailand to showcase its evolving tourism strategy. The country’s presence at the event highlights its effort to attract European travelers with new destinations, cultural experiences, and environmentally responsible travel options.

Thailand Pavilion Highlights Culture, Wellness, and Sustainability

At the Thailand Pavilion in Hall 26B, the country presented its tourism vision under the theme “Unforgettable Experience: Healing is the New Luxury.” The concept reflects a shift in global travel trends where tourists increasingly seek experiences focused on wellness, nature, and cultural immersion.

The pavilion showcased Thailand’s diverse tourism offerings, including wellness retreats, eco-friendly travel routes, and community-based tourism experiences. By emphasizing sustainability and holistic well-being, Thailand aims to redefine luxury travel as something that nurtures both body and mind.

One of the highlights was a live cooking demonstration by Princess Ubolratana, who prepared som tam thad, a traditional Thai papaya salad served in a communal tray. The demonstration celebrated Thai culinary heritage and drew significant media attention, reinforcing Thailand’s reputation for gastronomy-led tourism.

Read More: Europe Sets Course for a Unified Strategy on Sustainable Tourist Destinations

Promoting Hidden Gems Across the Country

As part of its strategy, Thailand is encouraging travelers to explore lesser-known destinations beyond its famous beaches and cities.

Featured locations include historic and cultural sites such as Sukhothai and Nan in the north, scenic provinces like Suphan Buri and Ratchaburi in central Thailand, and coastal destinations including Satun and Trang in the south.

These regions offer authentic cultural experiences, nature-based activities, and slower travel experiences that allow visitors to connect with local communities.

Germany Emerges as a Key Tourism Market

Germany continues to play a significant role in Thailand’s tourism growth. In 2025, nearly 965,898 German visitors traveled to Thailand, representing a 10.6% increase from the previous year.

The trend continued into 2026, with 115,700 German tourists visiting Thailand in January alone, marking a 2.55% year-on-year rise. German visitors typically stay for an average of 15.58 nights, indicating a preference for longer, more immersive travel experiences.

To meet this demand, Thailand is promoting travel segments such as Sea–Sand–Sun holidays, wellness retreats, sports tourism, and nature-based adventures, many of which incorporate sustainable tourism practices.

Sustainability at the Core of Thailand’s Tourism Strategy

A major focus of “The New Thailand” initiative is sustainability. During the event, the Tourism Authority of Thailand presented more than 10 “Krabi Travel With Care” itineraries and 20 low-carbon travel routes, designed to minimize environmental impact while offering unique travel experiences.

Thailand also highlighted its STAR certification program and Green Hotel awards, which recognize tourism operators committed to sustainable practices.

Visitors at the pavilion were introduced to eco-conscious products made from recycled marine debris and sustainable materials, including jewelry, artwork, and footwear. Interactive workshops allowed attendees to create their own souvenirs, reinforcing the country’s commitment to responsible tourism and community engagement.

Culinary Tourism Takes Center Stage in Berlin

Alongside the trade fair, Thailand hosted Amazing Thailand Fest 2026 at KaDeWe from March 2–14 in collaboration with the Central Group.

The event transformed the luxury department store into a vibrant showcase of Thai cuisine and tourism under the theme “The Wholesome Taste of Thai.” Through food demonstrations, cultural displays, and immersive storytelling, the festival highlighted the growing connection between gastronomy, wellness tourism, and slow travel.

A Future-Focused Tourism Vision

More than 165 Thai tourism operators participated in ITB Berlin 2026, including 89 businesses with sustainability certifications. This strong industry presence reflects Thailand’s commitment to building a tourism sector that balances growth with environmental protection.

By promoting sustainable tourism, wellness experiences, and lesser-known destinations, Thailand is positioning itself as a forward-looking travel destination for modern, responsible travelers.

Also Read: GreenStep Launches Destination360 to Promote Sustainable Tourism

With “The New Thailand,” the country hopes to redefine travel as an experience that heals, connects, and sustains both people and the planet.

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Source: TRAVEL AND TOUR WORLD