BERLIN, GERMANY – Thailand used ITB Berlin 2026 to unveil a Europe-focused tourism strategy built around wellness, sustainability and lesser-known destinations.
New positioning – healing as luxury
At the anniversary edition of ITB Berlin, held from 3 to 5 March at the Berlin exhibition grounds, the Tourism Authority of Thailand (TAT) presented its new European strategy under the banner “The New Thailand” and the concept “Unforgettable Experience – Healing is the New Luxury”.
The agency positioned Thailand as a destination for meaningful and health-oriented travel, shifting emphasis away from mass tourism. Instead, it highlighted sustainable routes, environmentally friendly products and lesser-known locations tailored specifically to the European market.
Royal visit draws attention to Thailand pavilion
Additional attention was generated by a visit from Her Royal Highness Princess Ubolratana, who stopped by the Thailand pavilion. During her appearance, she prepared Som Tam Thad, a papaya salad served in a traditional sharing bowl, setting a deliberately cultural tone.
According to the organisers, this culinary performance also attracted international media interest. The royal presence reinforced Thailand’s effort to link cultural experience with its new wellness and healing narrative.
165 suppliers, many with sustainability labels
At the pavilion in Hall 26B, TAT led a delegation of 165 Thai tourism companies to hold business talks with international buyers and industry visitors. Of these suppliers, 89 held recognised sustainability certificates or awards.
These included the Thailand Tourism Awards, STAR Certification, Green Hotel and CF Hotels. The strong focus on certified operators was presented as proof of Thailand’s commitment to environmentally responsible tourism.
State and business present a joint platform
TAT underlined its close cooperation with state bodies and private companies to appear on ITB as a “national platform”. The goal was to demonstrate the interlinking of the public and private sectors.
Named partners included the Department of Tourism, Thai Airways International, Bangkok Airways, Airports of Thailand, the Thailand Privilege Card, the Sports Authority of Thailand, the Designated Areas for Sustainable Tourism Administration and provincial tourism associations.
Hidden gems and low-carbon routes as selling points
Among the promoted “Hidden Gems”, TAT highlighted destinations such as Sukhothai and Nan in the north, Suphan Buri and Ratchaburi in the central region, as well as Satun and Trang in the south. These locations were showcased as alternatives to established tourist hotspots.
This was complemented by 10 Krabi itineraries under the motto “Travel With Care” and 20 low-carbon routes. TAT said these offerings, backed by its own standards and programmes such as STGs STAR, the Thailand Tourism Awards and CF Hotels, were designed to build trust among environmentally conscious European travellers.
Wellness on the plate – and souvenirs from marine waste
A major crowd-puller at the pavilion was the Saneh Thai Café, which presented wellness tourism through cuisine and regional identity. It offered 20 curated routes under the themes “Wellness on a Plate” and “Worth-Life Balance”.
In parallel, the pavilion displayed products made from marine waste and recycled materials, including driftwood art, necklaces, art toys and shoes. Visitors could also take part in DIY activities such as making key rings or bracelets.
Berlin turns into a Thailand showcase – KaDeWe festival
Alongside ITB, TAT strengthened its presence in the city with the “Amazing Thailand Fest 2026 (The Wholesome Taste of Thai)” at KaDeWe, running from 2 to 14 March. In cooperation with the Central Group, the luxury department store’s façade and window displays were turned into a stage for Thai cuisine and travel inspiration.
Gastronomy was used as a driver of wanderlust, with Thai food experiences intended to encourage Berlin visitors to consider trips to Thailand. The festival extended Thailand’s visibility beyond the trade fair halls into central Berlin.
Germany remains key market – figures and trends
For the German market, TAT presented concrete visitor numbers. According to the agency, 965,898 German guests travelled to Thailand in 2025, an increase of 10.60 percent compared with 2024.
This trend reportedly continued in 2026, with 115,700 German travellers recorded between 1 and 31 January, up 2.55 percent year-on-year. The average length of stay for German visitors was given as 15.58 nights.
Value over volume – and multi-billion baht expectations
As part of the ITB programme, TAT held an Amazing Thailand Networking Event on 4 March. There, it outlined its “Value over Volume” strategy and long-haul priorities within the wellness concept.
According to TAT, participation in ITB Berlin was expected to generate an economic value of more than 5.568 billion baht. This was presented as supporting Thailand’s course towards higher-quality and more sustainable tourism demand.