Southeast Asia Information Port News (www.dnyxxg.com) – From March 3rd to 5th, 2026, the 60th ITB Berlin 2026 was held at the Berlin Exhibition Center. The Tourism Authority of Thailand (TAT) led a delegation of 165 tourism operators to participate, showcasing its vision of "New Thailand" and its core concept of "Unforgettable Experiences: Healing is the New Luxury." The delegation focused on promoting hidden gems, sustainable tourism products, and customized eco-friendly European routes, solidifying its position as a world-class tourist destination.
The participation of Her Highness Princess Ubolratana garnered even more attention. At the Thai Pavilion, the Princess prepared a Thai green papaya salad, showcasing Thai culinary art and the philosophy of "food nourishing the body and mind," attracting the attention of international media and trade partners. The Thai Pavilion, located in Hall 26B, presents a modern and therapeutic destination setting, blending health, culture, and pristine experiences. It also features the Saneh Thai Café, promoting the concept of "food for health," showcasing eco-friendly products made from recycled marine debris, and offering DIY souvenir-making activities, demonstrating its commitment to responsible tourism.
Among the delegation, 89 operators have received sustainability certification. The exhibition highlights hidden gems in Sukhothai, Satun, and other locations, offering 10 "Krabi Eco-Tour" itineraries and 20 low-carbon routes, all meeting TAT certification standards. This participation is the result of deep collaboration between the Thai public and private sectors. TAT, in conjunction with the Department of Tourism, Thai Airways, and the Airports Authority, has established a unified national promotion platform and facilitated high-level business negotiations.
To expand its influence, TAT is also hosting the "2026 Thai Food Festival" from March 2nd to 14th at the Kadewer Department Store in Berlin, using food as a vehicle to stimulate tourism demand. Germany, a significant long-haul source market for Thailand, received 965,900 tourists in 2025, a year-on-year increase of 10.60%; in January 2026, Germany received 115,700 tourists, a year-on-year increase of 2.55%. Tourists stayed an average of 15.58 nights, demonstrating strong demand for health-oriented and sustainable travel.
TAT Director Thapane stated that this exhibition is a strategic platform to convey the vision of "New Thailand," focusing on niche areas such as beaches and wellness, creating lesser-known high-end destinations, and promoting responsible tourism. On March 4th, TAT also held the "Amazing Thailand" exchange event, explaining its "value over quantity" strategy to international media and partners. It is estimated that participation in this exhibition will generate over 5.568 billion baht in economic value for Thailand, helping it become a high-value, sustainable world-class tourism destination. (End)
