The Tourism Authority of Thailand (TAT) is targeting 11 million long-haul visitors and THB730 billion in revenue from them in 2027, growth of about 4% on this year. Its plan leans on tour operators and travel agents, on early booking and on secondary destinations. Explera DMC Thailand explains what was said, what is not yet published and what it means for agents in Europe, the Americas, the Middle East and Africa.
Explera handles ground arrangements as a Thailand DMC for travel agents. Its Thai company, Explera DMC Co., Ltd., holds TAT licence 14/05119, the Tourism Business Licence issued by the Department of Tourism, and the group is IATA TIDS-registered (96215733) and a member of ASTA (900408341). Write to b2b@explera.co.th.
What did TAT say about long-haul in 2027?
The figures come from Chiravadee Khunsub, TAT's deputy governor for international marketing, whose remit covers Europe, the Americas, the Middle East and Africa. Nation Thailand reported them on 3 November 2026. For 2027 the target is 11 million long-haul visitors and THB730 billion in tourism revenue. For 2026 TAT kept its target of 10.7 million visitors and THB690 billion, and expects arrivals of about 10.77 million by the end of the year. The report does not list exactly which countries count as long-haul, so read the 11 million as TAT's own market grouping, not as a sum you can rebuild from country figures.
These are long-haul numbers only. The national plan for 2027, with its wellness themes and its split between major and emerging destinations, is covered in our TAT 2027 Year of Transformation post, and the longer-range draft is in our 2028 to 2032 tourism plan post.
Which three strategies matter to agents?
TAT named three. First, closer work with intermediaries, because many long-haul travellers still book through tour operators and travel agents. Second, more commercial partnerships, so travellers have more ways to book and are encouraged to plan early; a campaign called "Book Now, Travel Later" is part of this. Third, making Thai destinations easier to find in the AI search tools travellers now use to plan trips. TAT has not published dates, a budget or partner terms for the campaign, so ask your TAT overseas office what it means for your market before you build a promotion around it.
Where does TAT want long-haul visitors to go?
Each overseas office has named secondary destinations to push, with airline partners helping to spread travel through the year:
- Paris: Ubon Ratchathani.
- London and Moscow: Phang Nga.
- Rome: Chiang Rai and Trang.
- Frankfurt: Nakhon Si Thammarat.
- The Americas and Middle East offices: Nakhon Ratchasima, Prachuap Khiri Khan, Chiang Rai, Phang Nga, Phrae, Nan and Krabi.
If your office's destination is on that list, co-marketing is most likely to land there. A UK programme that adds two nights in Phang Nga to a Phuket stay fits the London office's focus, and our tours and activities team can build the excursions.
What are the risks for 2027?
TAT itself named them. Higher oil prices and airfares could weaken bookings for the second and third quarters of 2027, which is exactly why it wants travellers to book early. The Middle East is the one long-haul region still down this year: TAT expects 600,000 to 700,000 visitors from it in 2026, against more than 800,000 in 2025. Europe looks steadier, helped by European carriers adding Asian services through their hubs.
What should long-haul agents do now?
Treat the target as a signal, not a promise. TAT's money and attention will go to agents who sell early and sell beyond Bangkok, Phuket and Chiang Mai. Put your 2027 spring and summer programmes on sale this winter, add one secondary destination your TAT office is promoting, and ask that office about joint campaigns. Your Thailand DMC can tell you which of those regions have the hotels and guides to take a group. A Thailand DMC can price the extra region into one package price, with a hotel and land split on request.
Next steps
Send your 2027 dates, markets and group sizes through our contact page, or see all our Thailand DMC services. The trade desk replies within 24 hours.
Sources
- Nation Thailand: TAT targets 11 million long-haul tourists in 2027 despite rising costs
- The Star: Thailand targets 11 million long-haul tourists in 2027
- VietnamPlus: Thailand targets 11 million long-haul visitors in 2027
Frequently asked questions
What is TAT's long-haul target for 2027?
11 million long-haul visitors and THB730 billion in tourism revenue from them, growth of about 4%, as reported by Nation Thailand on 3 November 2026.
How is 2026 going for long-haul markets?
TAT kept its 2026 target of 10.7 million visitors and THB690 billion, and expects about 10.77 million arrivals by the end of the year. The Middle East is the one region still below 2025.
What is the "Book Now, Travel Later" campaign?
A TAT campaign to get long-haul travellers to book early. Its dates, budget and partner terms have not been published, so check with your TAT overseas office.
Which destinations is TAT promoting to long-haul markets?
Each overseas office has its own list: Ubon Ratchathani from Paris, Phang Nga from London and Moscow, Chiang Rai and Trang from Rome, Nakhon Si Thammarat from Frankfurt, and seven provinces including Nan, Phrae and Krabi from the Americas and Middle East offices.
