The Association of Thai Travel Agents (ATTA) is doubling down on its “quality over quantity” mandate with the launch of Thailand Tourism & MICE Next 2026.
At its December press conference, ATTA leadership confirmed the B2B exchange will take place on January 23, 2026, at IMPACT Arena, Exhibition and Convention Center, Muang Thong Thani.
Under the theme Safe Journeys, Quality Growth, Shared Success, the platform will implement strategies to attract high-quality travellers and drive sustainable tourism growth throughout 2026.
The event aims to generate an immediate economic impact of three billion Thai baht (US$95.4 million) from 3,000 buyer-seller appointments for both the business events and tourism sectors.
The event has set high participation benchmarks to ensure deep market penetration, targeting 1,200 to 1,500 total participants comprising over 300 overseas buyers – with a focus on the resurgent China market – and 500 domestic buyers, 200 Thai tourism operators, and representation from over 25 countries. There will also be a Next 2026 Forum industry seminar.
ATTA is spearheading the project alongside the Tourism Authority of Thailand, Thailand Convention and Exhibition Bureau, Thai Hotels Association, and Program Management Unit for Competitiveness.
This alliance aims to reposition Thailand as a trusted world-class hub by focusing on safety standards, AI-driven smart tourism, and international cooperation.
“In 2024, Thailand welcomed 35.54 million foreign tourists, generating total revenue exceeding 1.9 trillion baht. Key driving markets included China, Malaysia, India, South Korea, and Russia. However, while tourist numbers have nearly returned to pre-Covid-19 levels, traveller behaviours and needs have changed completely,” noted Thanapol Cheewarattanaporn, president of ATTA.
“The Thailand Tourism & MICE Next 2026 project serves as a vital mechanism to shift strategy from ‘Quantity’ to ‘Quality.’ It focuses on building confidence in safety to retain the existing customer base and expand into high-spending tourist groups, tapping the value-based economy, which will increase revenue per capita for the country,” he added.
