New tourism vision revealed for 2026

29 Jul 2025

The Tourism Authority of Thailand (TAT) has unveiled an ambitious new strategic direction for 2026 under the theme ‘Value is the New Volume – Ushering in The New Thailand.’

Backed by a 4.5-billion-baht budget, the plan signals a major shift in how the country approaches tourism – moving away from a focus on sheer numbers and instead emphasising quality, depth of experience and long-term value.

TAT aims to achieve this through a quality-first approach, tapping into the emotional power of storytelling and leveraging global events to elevate the kingdom’s profile as one of the world’s top ten tourism economies.

The aim is to build trust, improve safety and accessibility and unlock fresh opportunities – particularly in emerging areas such as sports tourism and lesser-known destinations that align with UNESCO’s Creative Cities Network.

TAT’s approach also places strong emphasis on Thailand’s soft power – its culture, creativity and heritage. Regional campaigns will highlight the unique strengths of each area.

Enhanced travel connections will be a key enabler – new routes by land, sea, air and rail will make it easier for visitors to absorb the kingdom’s regional diversity.

Asian Trails continues to develop innovative travel experiences aligned with TAT’s vision. For expert planning and tailor-made itineraries, please contact Asian Trails Thailand.

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INCLUSIONS

A full day tour with a professional English-speaking guide. Other languages are on request and may be subject to supplementary charges
Transportation by car / mini-van with professional driver.
All entrance and donation fees for visits as mentioned in the description.
All applicable taxes and service charges
Lunch at a local restaurant is included (food only)

EXCLUSIONS

Tours, inclusions of any kind and other services that are not outlined in the tour description
Personal expenses such as meals, drinks, tips and gratuities, shopping, portage fees and optional tours, unless otherwise stated
Hotel accommodation in the destination of commencement.
Compulsory Christmas, country-specific festival and/or New Year dinner at included hotels
Single supplement charges for single travelers, where applicable
Any airline tickets, visa fees, additional transportation cost from and to the general meeting point
Supplements for transfers for customers arriving or departing from any airport or resorts located outside the general pick-up and drop-off locations
Hotel expenses of a personal nature, should an overnight be included: this includes mini-bar consumption, laundry, room service, any telephone or other communication cost not mentioned in the program
Travel insurance coverage for customers (highly recommendable)

GOOD TO KNOW

This tour is operated on full private basis with English-speaking guide. Other languages are on request / subject to availability and supplementary charges may apply.
Transfers are only operated within the downtown Chiang Mai areas and restricted to main hotels only.
Regions outside the central business district such as Mae Rim, Hang Dong, Doi Saket, Mae Taeng and Chiang Mai International Airport are excluded and supplementary charges apply.
We regret that are unable to provide pick-up and drop-off transfer services from and to apartment complexes, local guest houses or private apartments. We advise you kindly to head on your own arrangement to the nearest hotel inside the downtown Chiang Mai area.
We will do all possible to comply with any dietary requirements during this excursion; it may not always be possible to confirm your wishes in advance based on the choice of local restaurant.
Due to the nature of this tour, we regret to inform you that this excursion is not suitable for wheelchair users.
Guests are advised that some walking is required during this excursion; we always ensure that we take the most comfortable ways from the entrance of the sight to the sight itself.
The road up and down Doi Angkhang is not suitable for large coaches; for group travel, note that the group needs to be split up into mini-vans. We always will make efforts to confirm the exact pick-up time upon reservation.
For any operational issues in which are not able to confirm the exact pick-up time in advance, we reserve the right to inform you the day before the departure of the tour.
Due to the absence of ATM machines and credit cards payment portals, we highly recommend to bring sufficient cash with you. Please ensure that you bring sunglasses, a hat /cap and sunblock with a high SPF factor when traveling with us on this tour – even when it is cloudy, the sunrays still have an immense power.
We reserve the right to make necessary changes to the excursion in case of unfavourable weather conditions or situations where we are forced to make alterations to guarantee the safety of our guests.
It is recommendable to bring a jacket / sweater with you as temperatures on Doi Angkhang are often much cooler than around Chiang Mai.
It is the responsibility of the customer to provide us with the correct hotel information, should pick-up and drop-off services be included in the package.
Any changes in accommodation outside 48 hours will be handled accordingly: changes within 48 hours may be on request.