TAT strengthens Norway market through “Thailand Beyond the Familiar”

Bangkok, 17 September 2026 – The Tourism Authority of Thailand (TAT) is strengthening engagement with the Norwegian travel market through a Thailand Networking Trade & Media event held on 8 September at Sommerro Hotel in Oslo. Under “Thailand Beyond the Familiar”, TAT introduced new tourism products and services, focusing on wellness and lesser-known destinations, to convert sustained interest in Thailand into bookings and support year-round travel into 2027.

The event brought together 50 tour operators, travel agents, online travel agencies, airlines and media partners. The Thai delegation was led by Mrs. Chiravadee Khunsub, TAT Deputy Governor for International Marketing – Europe, the Americas, the Middle East and Africa, together with Mrs. Paslin Sawetrat, Director of the TAT Stockholm Office. Also attending were Mr. Jaturon Phakdeewanit, Director-General of the Department of Tourism, Ministry of Tourism and Sports and Member of the TAT Board of Directors, and General Suphamanas Pharop.

Mrs. Chiravadee said, “TAT’s long-haul strategy for 2027 is focused on growing quality demand by giving travellers more incentive to choose Thailand year-round. In Norway, this means expanding the itinerary beyond familiar destinations through wellness, culture, gastronomy and local experiences. By working closely with airlines and travel trade partners, we aim to convert strong interest in Thailand into bookings, longer stays and increase tourism revenue across the country.”

Mrs. Paslin presented tourism products for target segments across the Nordic and Baltic markets under “Thailand Beyond the Familiar”. The 2027 emphasis has two priorities: introducing travellers to lesser-known destinations and strengthening Thailand’s position as a health and wellness destination.

For wellness travel, RXV Wellness Village Sampran in Nakhon Pathom combines medical services, physiotherapy, sports medicine and traditional and alternative wellness approaches. It can be incorporated into existing itineraries as an additional wellness component, giving travel partners flexibility in developing programmes for visitors seeking health-focused experiences.

The presentation also highlighted destinations and experiences beyond established routes. In Southern Thailand, Nakhon Si Thammarat offers history, culture, local lifestyles and a quieter coast ideal for longer stays, while other experiences range from mangrove journeys to Phuket Old Town paired with local cuisine. Separately, Northeast Thailand offers slower-paced travel centred on local markets, regional food, riverside communities and everyday life. Year-round festivals and traditions provide further opportunities to create seasonal products and new reasons to visit Thailand.

The Oslo programme extended destination storytelling through first-hand perspectives by Norwegian and Swedish travel influencers Merete Moen and Towe Ahlin, who shared experiences from their travels in Thailand. The evening concluded with a Thai dining experience by Chef Terje Ommundsen, presenting another dimension of Thailand through food.

Norwegian demand for international travel remains strong, although travellers are increasingly booking closer to departure. TAT is working with airlines and travel trade partners to strengthen conversion and keep Thailand relevant throughout the travel decision process. Air access supports this effort, with Thai Airways International operating daily direct Oslo–Bangkok services and Norse Atlantic Airways providing seasonal flights to Bangkok and Phuket, with additional connections from other Nordic markets.

Long-haul markets remain vital to Thailand’s tourism economy. In 2025, Thailand welcomed 10.8 million long-haul visitors, up 10.6 per cent year-on-year, generating 685 billion Baht in revenue, an increase of 13.6 per cent. From January to August 2026, long-haul arrivals totalled 6.88 million, down 1.44 per cent, while European arrivals declined slightly at 0.26 per cent amid economic pressures, geopolitical uncertainty and changing consumer behaviour.

Scandinavian markets continue to show strong potential and affinity for Thailand, and Norway remains an important part of this base. In 2025, Thailand welcomed over 123,000 Norwegian visitors, who average of 19 days per stay and generated more than 8.835 billion Baht in tourism revenue. Average expenditure reached 71,985 Baht per person per trip, ranking fourth among Thailand’s European long-haul markets by average trip expenditure.