Thailand Strengthens Tourism Ties with Spain and Latin America at FITUR 2026, Pushing for High-Quality Growth and Cultural Exchange

Thailand continues to make strides in growing its tourism sector globally with a focused strategy aimed at expanding its reach in Spain and Latin America. This effort is being led by the Tourism Authority of Thailand (TAT), which is showcasing the country’s tourism potential at Feria Internacional de Turismo (FITUR) 2026, Spain’s largest international tourism trade fair. Held annually in Madrid, this year’s edition, running from January 21 to 25, is the 46th installment of the event, and Thailand’s participation highlights the country’s growing appeal in long-haul travel markets.

As part of TAT’s ongoing commitment to expanding tourism growth across Spanish-speaking markets, 26 Thai operators from seven provinces are actively participating in FITUR 2026. These operators include top hotel and resort chains, destination management companies, and airlines, all offering a wide range of services to the international tourism community. Representing destinations from Chiang Mai to Sukhothai, Bangkok, and Pathum Thani, and extending to Phuket, Krabi, and Ko Samui, the delegation brings together the diversity of Thailand’s tourism offerings.

The overarching theme for Thailand’s presence at FITUR 2026 is “Healing is the New Luxury.” This global marketing concept taps into the increasing demand for health and wellness tourism while emphasizing the importance of meaningful cultural experiences. In an age where modern travelers are prioritizing quality, depth, and a sense of purpose in their journeys, Thailand is positioning itself as a destination that offers a perfect blend of relaxation, adventure, and cultural immersion. This approach aligns with the current travel trends in Spain and Latin America, where tourists seek out more than just vacations – they yearn for transformative travel experiences that nurture the mind, body, and spirit.

To showcase this unique positioning, the Thailand pavilion at FITUR features live demonstrations and cultural performances. Visitors to the pavilion can experience a taste of Thailand with interactive cocktail demonstrations, including Miang Kham and Thai herbal cocktails, prepared using locally sourced ingredients. These tastings are complemented by vibrant cultural performances, such as the southern Manorah dance, Isan folk dance, and traditional Thai choreography. A highlight of the pavilion also includes displays honoring Her Majesty Queen Sirikit, The Queen Mother, through Thai national costume exhibitions and a Khon performance, celebrating Thailand’s rich living cultural heritage.

Additionally, TAT has arranged an “Amazing Thailand Networking Lunch” for media representatives from Spain and Latin America. This event serves as an opportunity for TAT to present the direction of Thailand’s tourism for 2026, fostering deeper engagement and collaboration. A Spanish influencer, Mrs. Carla Royo-Villanova, is also part of the event, sharing her personal travel experiences in Thailand and bolstering the country’s visibility as a desirable destination for Spanish and Latin American travelers. Discussions during the networking lunch will explore future collaboration opportunities, including enhancing air connectivity between Spain and Thailand to make travel even more seamless for future visitors.

In terms of business prospects, TAT is optimistic that its participation in FITUR 2026 will lead to at least 780 business appointments, with a projected tourism revenue of over 745 million Baht. With the goal of achieving 250,000 Spanish visitors in 2026, TAT’s involvement at FITUR is integral to supporting its target of diversifying the sources of tourism revenue and further strengthening Thailand’s position as a global tourism hub.

Spain continues to be a vital market for Thailand, especially as the country looks to bolster its tourism during the low season. In 2025, the number of Spanish visitors to Thailand reached 216,249, marking a year-on-year increase of 4.11%. These travelers generated around 13.78 billion Baht in tourism revenue, contributing significantly to Thailand’s overall tourism performance. Spanish tourists tend to stay an average of 16 nights per trip and spend approximately 63,717 Baht per person, with a preference for cultural travel experiences complemented by relaxing beach holidays in locations such as Bangkok, Phuket, Chiang Mai, and Krabi.

This ongoing effort to engage with Spanish and Latin American markets reinforces Thailand’s commitment to developing tourism that not only brings economic benefits but also nurtures cultural exchange. By emphasizing wellness and cultural experiences, TAT is positioning Thailand as a destination that meets the evolving demands of travelers who are seeking more than just sightseeing – they are looking for meaningful and enriching experiences that go beyond the ordinary.

As FITUR 2026 concludes, the long-term benefits of this strategic engagement are expected to help Thailand continue its upward trajectory in global tourism. The strengthened partnerships and enhanced destination visibility will undoubtedly play a pivotal role in ensuring that Thailand remains a top choice for Spanish and Latin American travelers in 2026 and beyond.