BERLIN, GERMANY – Pattaya used ITB Berlin 2026 to present itself as a quality destination for European travellers amid rising German demand for trips to Thailand.
Pattaya showcases itself at the world’s largest travel trade fair
A high-level delegation from Pattaya attended ITB Berlin, led by City Council President Banlue Kullavanij and Deputy Mayor Damrongkiat Phinitkan. The group represented city politics and administration at the event.
Among the participants were members of the city council, the mayor’s assistants and the leadership of the Tourism and Sports Office. They supported Thailand’s national presence and staffed the Pattaya-Chonburi stand.
Royal visit sends a signal to Europe
One key programme item was a royal reception at the Thailand pavilion. Princess Ubolratana Rajakanya Sirivadhana Barnavadi visited the national showcase.
Representatives from Pattaya welcomed the princess on site. They used the occasion as a visible shop window for the city within the international travel industry setting.
ITB Berlin 2026 focuses on balance and sustainability
ITB Berlin 2026 took place from 3 to 5 March on the Messe Berlin exhibition grounds and was regarded as the world’s largest travel trade fair. The event marked the 60th edition of the show.
For the anniversary year, the fair adopted the motto “Discover the stories behind 60 years of legacy.” The convention ran under the theme “Leading Tourism into Balance,” highlighting the push towards more sustainable tourism models.
Germany remains a key long-haul market for Thailand
Germany continued to be an essential long-haul source market for Thailand, a trend underlined by recent arrival figures. In 2025, 965,898 visitors from Germany travelled to the country.
This represented an increase of 10.60 percent over the previous year. Between 1 and 31 January 2026, Thailand recorded 155,700 German arrivals, a further rise of 2.55 percent year-on-year.
What German travellers look for – and where they go
Market data indicated that German visitors to Thailand were often first-time travellers. They tended to travel as FITs (Free Independent Travelers), organising their trips individually rather than in groups.
Popular destinations included Bangkok, Surat Thani, Phuket, Krabi and Chiang Mai. Preferences focused on beach holidays, family travel, as well as health and wellness offers, with an average length of stay of 15.58 nights.
Pattaya’s strategy: more quality, more events, more culture
At ITB, Pattaya linked its presence to a strategy of positioning itself as a premium, quality destination. The city aimed to strengthen its footprint in the European market.
Promoted offers ranged from beaches and family-friendly activities to sports tourism and MICE (Meetings, Incentives, Conferences, Exhibitions), along with cultural experiences. All were framed within a vision of “balanced” and responsible travel.
Pattaya’s outreach in Berlin clearly targeted more German individual travellers and an image built around quality and sustainability rather than party clichés. The discussion centred on which factors ultimately influence the next trip – price, direct flights, safety, environmental standards or the feeling of being welcome on site – and what role Pattaya should play in these choices.