Amazing Thailand roadshow wraps with strong NA momentum

The Tourism Authority of Thailand (TAT) successfully hosted the 2026 Amazing Thailand Roadshow from April 7-13, 2026, across the U.S. and Canada in three key cities; Washington D.C., Los Angeles, and Vancouver.

The roadshow brought together 30 Thai tourism suppliers and 30-40 leading travel advisors in each city, generating an estimated 1,800 business meetings.

The initiative underscored TAT’s commitment to strengthening Thailand’s presence in the North American market, “which remains a high-potential and resilient source of long-haul travellers,” reads a press release.

“Despite ongoing global uncertainties, particularly in the Middle East, travel demand from North America has remained strong. Air connectivity continues to support this growth, with increasing flight options across trans-Pacific routes, offering greater stability and convenience for travellers,” the tourism authority says.

TAT offices across the region have been working with key airline partners, including Korean Air, Delta Air Lines, EVA Air, Air Canada, and China Airlines, to enhance connectivity and promote Thailand as a preferred long-haul destination.

Notably, Air Canada’s direct service to Thailand will transition to year-round operations in 2026, representing a significant milestone after years of seasonal service.

Canada continues to demonstrate steady growth, with approximately 263,954 Canadian visitors traveling to Thailand in 2025, reflecting an increase of around five per cent year-over-year.

The United States also remains a top-performing market, with over 1.08 million visitors in 2025, ranking among Thailand’s top 10 source markets globally.

The roadshow served as a platform for Thai tourism operators, including hotels, destination management companies, and experience providers to engage directly with North American travel advisors.

Through structured tabletop sessions and networking events, participants exchanged market insights, explored new offerings, and strengthened commercial partnerships.

TAT also highlighted its 2026 global campaign, “Healing is the New Luxury,” which reflects evolving traveller preferences toward meaningful, wellness-oriented, and emotionally enriching travel experiences.

“North America continues to be one of Thailand’s most important long-haul markets, driven by strong demand and high-value travellers,” said Thapanee Kiatphaibool, the Governor of the Tourism Authority of Thailand, in a statement.

“This roadshow plays a key role in strengthening our partnerships with travel advisors, ensuring Thailand remains top of mind for their clients. At the same time, 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.”

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