Thailand is targeting 1.5 million US visitors through a value-led strategy focused on longer stays, higher spending, priority segments and stronger trade partnerships.
The Tourism Authority of Thailand (TAT) is targeting 1.5 million US visitors as Thailand US tourism enters a new growth phase. Its “Value over Volume” strategy focuses on travellers who stay longer, spend more and seek deeper experiences. TAT will support the target through airline, travel trade and tourism partnerships across North America.
The organisation aligned its New York, Chicago and Los Angeles offices during a strategic meeting in New York on 17 September. Surasak Phancharoenworakul, Minister of Tourism and Sports, chaired the meeting. Natthriya Thaweevong, Chairperson of the TAT Board of Directors, and Thapanee Kiatphaibool, TAT Governor, also attended with TAT executives.
Higher-value segments shape US market strategy
TAT plans to coordinate its North American offices with Team Thailand, airlines, tour operators and tourism partners. The partners will develop relevant products and respond to changing traveller behaviour. They will also work to maintain year-round demand from the Americas.
Priority segments include luxury, wellness, gastronomy and sports tourism. TAT will also target Millennials and Gen Z travellers, multigenerational families and LGBTQ+ visitors. The strategy places spending, length of stay and travel interests alongside overall arrival growth.
Thapanee Kiatphaibool, TAT Governor, said:
“The Minister’s presence reflects the importance Thailand places on the Americas as a long-haul market. TAT is focusing on travellers who stay longer, spend more and seek experiences with greater depth, supported by partnerships that can convert demand into travel.”
Film tourism supports destination marketing
Screen tourism and set-jetting will form another part of the Thailand US tourism strategy. TAT plans to build on Thailand’s visibility in international film and television productions. These include The White Lotus Season 3, Jurassic World: Rebirth, Alien: Earth and The Challenge Season 42.
The approach aims to convert screen exposure into demand for destinations and local experiences. TAT will connect this interest with Thai cuisine, wellness, culture, nature and lifestyles.
US visitors stay almost 15 nights on average
The United States remains one of Thailand’s key long-haul source markets. Thailand welcomed 1,081,929 US visitors in 2025, the second consecutive year above one million. Those travellers stayed an average of 14.59 nights and spent more than 69,415 Baht per person per trip.
From 1 January to 15 September 2026, Thailand recorded 716,983 US arrivals. The 1.5 million target would therefore extend recent growth while shifting greater attention towards visitor value and year-round demand.
TAT marks 61 years in New York
Following the strategy meeting, TAT held a Buddhist blessing ceremony for its new New York office premises. Somjai Taphaopong, Consul-General of Thailand in New York, attended alongside Team Thailand representatives and TAT executives.
The occasion also marked 61 years of TAT’s presence in New York. The office began operating on 15 May 1965 as the Tourist Organization Thailand New York Office.
The anniversary comes as Thailand US tourism takes a more segmented approach to the long-haul market. TAT is combining airline and trade cooperation with higher-value travel segments and international screen exposure to pursue its 1.5 million visitor target.