Riding on a record-breaking 2024 and strong momentum in 2025, Thailand is setting an ambitious target of welcoming 2.5 million Indian visitors this year. With more than 1.3 million Indians having already travelled to the country by July, the market is emerging as one of Thailand’s most important growth drivers, underpinned by a strategic shift from volume-led recovery to value-focused tourism.
India remains among Thailand’s top three source markets. In an exclusive interaction with TravTalk, Nattachit Oonsiam, Director, Tourism Authority of Thailand, Mumbai Office, said the market has exceeded expectations since the post-pandemic rebound.
“By July 2025, we had already crossed 1.3 million Indian arrivals. The target has moved up to 2.5 million for the year. India is among the top three source markets for Thailand,” he said.
Beyond Bangkok, Phuket and Pattaya
Indian travellers are increasingly exploring destinations beyond Thailand’s traditional hotspots. Krabi, Hua Hin, Chiang Mai, Chiang Rai, Khao Yai, Koh Kood and other emerging destinations are seeing growing interest.
Oonsiam said the focus is on attracting a broader mix of travellers. “We want to attract more families, weddings, MICE, millennials seeking unique cultural experiences, wellness travellers and event-based travellers. It is a mix of leisure, celebrations such as weddings, honeymoons, bachelorettes, reunions and incentive travel,” he added.
‘Value is the new volume’ strategy
The Tourism Authority of Thailand’s Mumbai Office has rolled out The New Thailand Vision 2026 under the theme ‘Value is the New Volume’. The strategy is built around five pillars — new customers, new products, new partnerships, new marketing strategy and new KPIs.
“Our focus is now on quality over quantity, and on achieving balance across regions, seasons and themes. Creative and thematic tourism such as festivals, wellness, gastronomy and sustainability are central to this approach,” Oonsiam said, adding that Thailand is being positioned as a destination of healing, culture and emotional connection.
Recent promotions have highlighted events such as the Yi Peng sky lantern festival in northern Thailand, Loy Krathong celebrations and the Amazing Thailand Marathon.
Trade and consumer marketing both critical
On marketing investments, Oonsiam stressed that both trade and consumer engagement remain equally important.
“Consumer marketing builds aspiration and awareness of diverse products, while the trade delivers direct conversions and shapes itineraries,” he said. Traditional travel agents continue to dominate Thailand bookings from India with around 60 per cent market share, particularly for weddings, luxury travel and MICE. OTAs account for the remaining 40 per cent, driven largely by last-minute bookings, bundled flight-and-hotel packages and younger travellers.
While OTA share is growing steadily, Oonsiam noted that complex, high-value travel continues to be routed through traditional agents.
Familiarisation and incentives drive trade confidence
For the Indian travel trade, first-hand experience remains the most effective sales tool. “Familiarisation trips are the strongest motivator. Special rates and tactical offers help close sales, while roadshows and training build knowledge and relationships,” Oonsiam said.
Incentive-led campaigns rewarding top-performing agents have also delivered strong results, keeping Thailand front-of-mind in a competitive outbound market.
Rahul Bhadana is a digital editor at TravTalk with experience spanning multiple content niches, with a strong focus on travel trade journalism and digital publishing. A graduate of Delhi University, his work covers editorial writing, content strategy and platform-led storytelling, supporting TravTalk’s digital growth and industry engagement. A technology enthusiast, he enjoys films, poetry and exploring new ideas across media and culture.
