Thailand consolidates its position in 2025 as one of the world’s most attractive tourist destinations, reaching 32,974,321 international visitors and significantly surpassing the figures recorded in 2024. Within this global growth context, Spain stands out in particular, achieving an all-time record of 216,249 tourists. This momentum extends across the Southern European market, which posted a remarkable 22.49% year-on-year increase, confirming the Mediterranean region’s growing interest in the Asian country’s cultural, natural, and gastronomic richness.
The Tourism Authority of Thailand highlights the high value of the Spanish market, characterized by average stays of around 14 days, a high level of expenditure, and a clear preference for cultural and nature-based experiences, often combined with beach destinations in the south of the country.
This strategic positioning was further strengthened at FITUR 2026, where the Tourism Authority of Thailand unveiled its new global narrative, “Unforgettable Experience: Healing is the New Luxury”, focused on wellness, purpose-driven travel, and transformative experiences. The stand offered an immersive journey into the essence of the destination through traditional dances, regional Thai massages, wellness workshops, and Muay Thai demonstrations.
In addition, a networking lunch was held, bringing together leading Thai tourism authorities alongside Spanish media, travel agencies, and tour operators. During the event, Thapanee Kiatphaibool, the current Governor of the Tourism Authority of Thailand, presented an overview of the destination, as well as its opportunities and expectations for 2026.
The event also featured Carla of Bulgaria, who shared her personal perspective on Thailand and delivered an intimate presentation of the destination, showcasing some of the country’s hidden gems.
Looking ahead to 2026, Thailand will roll out a vibrant calendar of festivals, new events, and unique experiences designed to captivate travelers from around the world. At The Blueroom Project, in close collaboration with the Tourism Authority of Thailand (TAT), we reaffirm our commitment to developing marketing strategies that drive a growing number of Spanish travelers to this captivating destination.
