Southeast Asia Information Port News (www.dnyxxg.com) – The Tourism Authority of Thailand (TAT) led a delegation of Thai travel operators to attend the 46th International Tourism Fair (FITUR), held from January 21st to 25th, 2026 at the Madrid Exhibition Center in Spain. The core objective of this participation was to promote Thailand's high-quality leisure tourism growth strategy in Spain and Latin America, and to strengthen the value-oriented development model of the long-haul tourism market.
TAT Governor Thapane Giatappur stated that Spain and Latin America are important growth poles for Thailand's long-haul tourism, and this participation demonstrates Thailand's emphasis on high-quality leisure tourism focusing on health, culture, and meaningful experiences. Through collaboration with domestic and international partners, Thailand is continuously consolidating its position as a tourist destination, providing tourists with travel experiences that combine value and well-being.
FITUR is reportedly the largest international tourism trade fair in Spain. This year, 26 Thai travel operators from seven provinces, including Chiang Mai, Bangkok, and Phuket, participated, covering sectors such as hotel resorts, destination management companies, and airlines, helping Thai tourism businesses connect with global buyers and expand their influence in the Spanish-speaking market.
At the exhibition, Thailand presented its tourism concept as "Healing is New Luxury," focusing on a blend of health and wellness with cultural experiences, catering to the demand for quality and depth of travel from Spanish-speaking regions. The Thai pavilion featured cultural displays and live demonstrations, showcasing Thailand's vibrant cultural heritage through Thai food tastings, traditional dance performances, national costumes, and Khon opera exhibitions. In addition, the Tourism Authority of Thailand hosted a "Wonderful Thailand" luncheon, inviting Spanish-speaking media and prominent figures to share their travel experiences in Thailand and discuss cooperation opportunities, such as strengthening air links between the two countries.
The Tourism Authority of Thailand anticipates that its participation in the exhibition will facilitate at least 780 business meetings, generating over 745 million baht in tourism revenue and contributing to achieving its goal of 250,000 Spanish tourists visiting Thailand by 2026. Data shows that in 2025, the number of Spanish tourists visiting Thailand reached 216,249, a year-on-year increase of 4.11%, generating a record high of approximately 13.78 billion baht in tourism revenue. Spanish tourists stayed an average of 16 nights and spent an average of 63,717 baht per person, favoring a travel style that combines culture and beaches.
