By Our Staff Writer
The Tourism Authority of Thailand (TAT) has launched its “Healing is the New Luxury” campaign in Dubai to kick off the 2026 Middle East tourism season, promoting Thailand as a year-round destination for wellness, luxury, and nature-based experiences.
Speaking at the launch event, TAT Governor Thapanee Kiatphaibool highlighted Thailand’s “Bright & Bloom” concept, inviting travellers to escape the Middle East’s summer heat by experiencing Thailand’s lush rainy season, national parks, waterfalls, luxury resorts, halal-friendly services, wellness, and medical tourism.
TAT also partnered with flydubai to hold the ‘Amazing Thailand Takes Off’ with flydubai Roadshow 2026 in Dubai and Abu Dhabi, expanding tourism opportunities through the airline’s extensive international network.
Travellers from the Middle East are estimated to spend an average of 100,000 baht per trip, making the region an important market for Thailand’s tourism industry.
TAT said the region recorded 806,000 visitors in 2025, with 600,000 arrivals projected for 2026. The agency plans to continue working with international airlines and expects visitor numbers from Gulf Cooperation Council nations to return to more than 900,000 in 2027 if travel conditions normalize.
