The Tourism Authority of Thailand (TAT) strengthened its Middle East engagement in the United Arab Emirates from 7 to 8 July through two complementary activities, including the “Healing is the New Luxury” media launch in Dubai and the “Amazing Thailand Takes Off with flydubai Roadshow 2026” in Dubai and Abu Dhabi.

Together, the activities reinforced Thailand’s readiness for the region’s peak travel period by linking new air access, trade partnerships, wellness-led messaging, and the seasonal appeal of “Blooming and Bright Amazing Thailand”.

Ms. Thapanee Kiatphaibool, TAT Governor, said, “Thailand is ready to welcome Middle East travellers throughout the year with strong connectivity, quality accommodation, world-class hospitality, gastronomy, shopping, wellness, and family-friendly experiences. Through Healing is the New Luxury, TAT is presenting Thailand as a safe, accessible, and welcoming destination where travel supports wellbeing, balance, and personal renewal. Building on Thailand’s strengths in wellness, medical care, Thai wisdom, and hospitality, we are moving from healing to longevity, offering meaningful journeys that restore body and mind and create lasting value.”

The UAE activities took place under the leadership of Ms. Thapanee, together with Mrs. Chiravadee Khunsub, TAT Deputy Governor for International Marketing – Europe, the Americas, the Middle East, and Africa, TAT executives, and the TAT Dubai Office. The roadshow was supported by Thailand’s diplomatic representatives in the UAE, including the Consul-General of Thailand to Dubai and the Northern Emirates at the Dubai event and the Chargé d’affaires ad interim of Thailand to the UAE at the Abu Dhabi event, reflecting a coordinated effort to strengthen Thailand’s presence in the market.

TAT hosted the “Healing is the New Luxury” media launch on 8 July at CÉ LA VI Dubai, The Address Sky View Hotel, welcoming over 100 leading local media representatives, Key Opinion Leaders, influencers, and corporate guests. The event introduced the campaign and provided tourism updates aimed at high-potential UAE travellers.

The campaign redefines luxury through meaningful time, emotional rest, physical renewal, and reconnection with oneself and loved ones. Thailand supports this message through Thai hospitality and tourism products suited to Middle East travellers, including luxury hotels and resorts, private pool villas, quality dining, halal-friendly services, shopping, wellness, and medical tourism.

Alongside the media launch, the TAT Dubai Office, in collaboration with flydubai, organised the “Amazing Thailand Takes Off with flydubai Roadshow 2026” from 7 to 8 July in Dubai and Abu Dhabi. The two-city roadshow brought over 21 Thai tourism sellers—15 hotels, five DMCs, and one tourism business—into direct meetings with travel partners from Dubai, the Northern Emirates, Abu Dhabi, and Al Ain.

The roadshow followed the 1 July launch of flydubai’s new Dubai–Bangkok Don Mueang service and leveraged the airline’s network of more than 140 routes across 58 countries. It supported Thailand travel sales for key UAE segments, including families, leisure travellers, and medical and wellness visitors seeking comfort, privacy, and high-quality experiences.

TAT also highlighted “Blooming and Bright Amazing Thailand”, encouraging travel during the green season when landscapes are lush, waterfalls are at their fullest, and destinations are less crowded. This aligns with Middle East travel patterns, presenting the kingdom as a refreshing, and wellness-friendly destination.

The Middle East remains a high-value long-haul market, with average spending of around 100,000 Baht per person per trip. TAT expects 600,000 visitors from the region this year, after recording 210,000 arrivals in the first half of 2026.

From the UAE, Thailand welcomed 37,000 visitors in the first half, with a full-year rebound projected at 140,000. As travellers become more price-conscious on airfares while prioritising quality accommodation and experiences, TAT continues to work with wide-network airline partners and low-cost carriers to broaden access, sustain demand, and support the Gulf Cooperation Council growth in 2027.