The Tourism Authority of Thailand hosted its 2026 Amazing Thailand Roadshow across three North American cities in April, bringing together 30 Thai tourism suppliers and generating an estimated 1,800 business meetings with leading travel advisors.
The roadshow ran from 7 to 13 April, with stops in Washington D.C., Los Angeles, and Vancouver. Between 30 and 40 travel advisors participated in each city, making it one of TAT’s most active North American engagement drives in recent years.
Air Canada to offer year-round Thailand service
Air Canada’s direct service to Thailand will transition to year-round operations in 2026, marking a significant milestone after years of seasonal scheduling. TAT has been working with airline partners including Korean Air, Delta Air Lines, EVA Air, Air Canada, and China Airlines to strengthen trans-Pacific connectivity.
The expanded flight options are designed to offer greater stability and convenience for North American travellers considering Thailand as a long-haul destination.
U.S. and Canada visitor numbers remain strong
The United States ranked among Thailand’s top 10 global source markets in 2025, with more than 1.08 million American visitors recorded for the year. Canada posted approximately 263,954 visitors in the same period, reflecting year-over-year growth of around 5%.
TAT described both markets as high-potential and resilient, with demand holding steady despite ongoing global uncertainties, particularly in the Middle East.
Structured sessions and wellness campaign
The roadshow provided a platform for Thai hotels, destination management companies, and experience providers to meet directly with North American travel advisors through tabletop sessions and networking events. Participants exchanged market insights and explored new commercial partnerships.
TAT also used the roadshow to promote its 2026 global campaign, “Healing is the New Luxury,” which reflects a shift in traveller preferences toward wellness-oriented and emotionally enriching experiences.
Thapanee Kiatphaibool, Governor of the Tourism Authority of Thailand, said North America remained one of Thailand’s most important long-haul markets and that the roadshow played a key role in keeping Thailand front of mind for travel advisors and their clients.
“We are working closely with our airline partners on joint marketing initiatives to ensure strong and seamless connectivity, making Thailand even more accessible to travelers across the region,” she said.
Value over volume strategy
TAT said the roadshow reinforced its broader strategic direction, which it described as focusing on quality over quantity by targeting high-value travellers from high-potential markets. Officials said the initiative laid a foundation for continued growth in the years ahead.
Photos are courtesy of The Tourism Authority of Thailand
