Attracting top-tier industry professionals from around the world, the annual trade show showcases one of Southeast Asia’s most popular vacation destinations
Thailand is hot in more ways than one. Along with balmy, even stifling temperatures year-round, this tropical land is emerging as a visitor hotspot.
Trade show delegates got a close-up look at traditional Thai craftsmanship during a weaving demonstration in a rural village in Chiang Mai province.
Indeed, Thailand’s tourism business is on a roll, as I discovered in talking with buyers, sellers and government tourism officials attending Thailand Travel Mart Plus 25 (TTM+25) in early June at Royal Park Rajapruek, a horticultural wonderland in Chiang Mai. The country’s leading B2B travel trade event, first launched in 2001, is sponsored by the Tourism Authority of Thailand (TAT).
I met tour operators and travel advisors from Asia, Europe, the Middle East, Australia and North America who raved about the valuable contacts they made during scheduled appointments and networking opportunities and expressed hope that their applications would be accepted for next year’s show in the beach resort town of Pattaya.
Tours before the show exposed delegates to Northern Thailand villages where traditional crafts survive, and post-tours were available in various regions of the country. My Southern Thailand post-trip featured some less-visited wilderness areas, including Khao Sok National Park with its towering mountain ranges.
As one of 70 overseas media guests covering TTM+2025, I was lucky enough to be accompanied to some of the functions by Sirima Yuviengjaya, deputy director of TAT’s Chicago office. We toured Chiang Mai together and met up again for two days in Bangkok after my Southern Thailand post-tour. Sirima was also my travel partner on the long flights to and from Chicago on EVA Air (with change of planes in Tapei).
Buyers from around the world met with suppliers in one-on-one appointments at Thailand Travel Mart Plus 25 (TTM25+) in Chiang Mai.
Travel Buyers and Sellers Talk Thailand
TTM+2025 attracted a record-setting 450 Thai tourism sellers, an increase of 4.65% compared to 2024. The largest contingent (340) represented accommodations. Other participants were promoting tour services, attractions, entertainment, spas and “Hidden Gem” cities. The 406 buyers came from 53 countries, with the most from China, followed by Thailand, India, Great Britain and Australia. An estimated 13,000 business appointments were made. In the opening session, delegates heard speakers who focused on key components of Thailand’s tourism draws—gastronomy, fabrics and health & wellness.
Besides conducting business, delegates had plenty of chances to network and experience Thai hospitality. The opening night ceremony featured a lavish stage show with Thai folk dancers and food stations dishing up favorites from local restaurants. In a park the next day, Chiang Mai Night spotlighted the many festivals held in the city and province every year.
Adjacent to the trade show floor, the Product Showcase room featured wellness providers that offered neck massages and other treatments.
A dance performance highlighted the opening night ceremony for Thailand Travel Mart Plus 25 (TTM25+).
U.S. Market a Growth Priority
As for the U.S. market, tourist arrivals in Thailand totaled 469,388 between January and May 2025, a 10.78% increase over last year. Thailand welcomed more than a million American visitors in 2024. The three most popular destinations were Koh Samui, Phuket and Chiang Mai.
Individual travelers comprise the majority of visitors from North America, with Americans and Canadians spending an average of two weeks per visit to Thailand. Group tours make up about 10 percent of each market.
The only nonstop flights from North America to Thailand are offered by Air Canada from Vancouver to Bangkok, and that service is only seasonal. Thai tourism officials are optimistic the situation will improve in the near future.
“The Americas are a priority growth region for Thailand,” said Malinee Nitikasetsunthorn, TAT’s executive director, the Americas, Middle East and Africa, during a press conference at the trade show. “Our focus is on attracting quality travelers seeking authentic, meaningful experiences. We’re enhancing our marketing efforts across the U.S., Canada and Latin America, with campaigns targeting niche segments such as luxury, wellness, honeymooners, adventure and LGBTQ+ travelers.”
Thailand’s top five tourism markets are China, Malaysia, India, Russia and South Korea.
The Old City in Chiang Mai abounds with beautiful Buddhist temples.
Thailand’s U.S. Offices Spread the Word
In 2024, TAT opened a Chicago office, “a strategic move to strengthen our presence in the Midwest and reach a broader cross-section of American travelers,” Nitikasetsunthorn said. The other TAT offices are in New York and Los Angeles.
“The U.S. is a key market for Thailand, and having offices in New York, Los Angeles and now Chicago allows us to tailor outreach, build relationships with travel advisors, and support airline and media partnerships more effectively across regions,” she said. “At this time, we’re focused on maximizing the impact of these three offices, but we remain open to future expansion based on market demand.”
Nitikasetsunthorn said TAT offices in the U.S. not only provide the latest travel information but also arrange FAM trips, make connections between tour operators and travel agents with Thai suppliers “and are open to participating in joint promotions and co-op sales.”
Thailand Aims to Bolster the Midwest Market
When asked about marketing strategies in the Midwest, Nitikasetsunthorn said, “We partner with local media, including social media personalities, to create vibrant and meaningful content that can be shared and shared again. One of our campaign states, after all, that in Thailand “Your Stories Never End.” We want to motivate people to come and create their own stories.”
To get the word out to potential travelers, the Chicago office participates in Thai cultural festivals across the region. And it stages “Amazing Thailand Product Update” presentations in major cities to provide local travel professionals with the most up-to-date information on Thailand.
“One of the main challenges we face in the Midwest is connectivity,” Nitikasetsunthorn said, pointing out that travel times can be particularly long, especially if they involve a third airline connection. “That said, travelers in the Midwest have a lot of options when choosing flights, whether they want to fly Pacific or Atlantic routes.”
White Lotus Series Sparks Interest in Thailand
The buzz generated from season 3 of the HBO drama series “The White Lotus” has been a big boost for tourism in Thailand, where filming took place in Koh Samui, Phuket and Bangkok.
“The White Lotus created a powerful wave of interest in Thailand, particularly among American viewers,” Nitikasetsunthorn said. “We saw a ton of engagement on our dedicated microsite, which was designed to help fans explore the real-life destinations featured in the series. This translated into heightened interest in luxury travel, wellness resorts and cultural experiences in the filming locations.”
Chiang Mai Night, staged in a local park, gave trade show delegates a peek at the Umbrella Festival and other annual fests that attract tourists to Chiang Mai city and province.
What Types of Travelers Does Thailand Attract?
Nitikasetsunthorn said, “Recently, we’ve seen increases from North American travelers in medical tourism, romance tourism (destination weddings, honeymoons, anniversaries) and sport-related travel (marathons, tournaments).”
Another major market is LGBTQ+, she added. “The legalization of same sex marriage in January 2025 has cemented Thailand’s reputation for ‘rainbow’ travel, enhancing its image as a safe and welcoming destination for the LGBTQ+community.”
When I asked what makes Thailand such a special destination, Nitikasetsunthorn responded, “Thailand is centrally located, so it serves as a natural starting point for travels in Southeast Asia. It has one of the most established tourist industries in the region with the infrastructure to match airports, railroads, freeways and accommodations at every price point.
“Most importantly, we have an entire service sector devoted to the tourism industry as well as a greater population that is welcoming of foreign visitors. It’s also hard to beat the variety that Thailand offers, from forested mountains in the north to spectacular beaches in the east and south, from ancient ruins to modern cities.”
For general travel information on Thailand and to participate in next year’s Thailand Travel Mart Plus, travel professionals may contact the Tourism Authority of Thailand office in New York, Chicago or Los Angeles. The website is www.thailandinsider.com.
Applications for the trade show start being accepted every spring, with hosted buyers undergoing a vetting process.
Story and photos by Randy Mink, Senior Editor
