Upper role from left: Tiziana Bianco, VP, Head of Cross-Border
Travel and Commercialisation, Visa, Ciyi Lim, Head of Cross-Border, Visa
Asia Pacific, Adeline Kim, Group Country Manager, Regional Southeast Asia, SVP, Global Clients & Acquirers, Asia Pacific, Anthony Watson, Country Manager, Thailand, Visa, Danielle Jin, Chief Marketing Officer, Asia Pacific and T.R. Ramachandran, Head of Product & Solutions, Asia Pacific, Visa) (Lower row from left: Parichat Devahastin, Marketing Communications Manager, The Okura Prestige Bangkok, Kandaporn Krankaew, Assistant Managing Director, Group Head-Sales Promotion Management, Siam Piwat Company Limited, Voralak Tulaphorn, Chief Marketing Officer, The Mall Group, Dr. Tanupol Virunhagarun, Chief Executive Officer of BDMS Wellness Group Bangkok Dusit Medical Services Public Company Limited (BDMS), Stephen Karpin, Regional President, Visa Asia Pacific, Renato Ramos, Head of Corporate Strategy, Star Alliance, Bonita Pui Yang Wu, Head of Corporate Marketing, Central Retail Corporation, Edmund Ong, General Manager of Trip.com, Sarun Ladawon, Chief Marketing Officer, Global Sport Ventures and Anont Vidhayasirinun, Sales & Marketing Director, Asiatique the Riverfront Destination)
Visa reported 14% year-on-year growth in cross-border consumer spending in Thailand, as tourism leaders examined digital payments, repeat visitation and experience-led travel demand.
Visa spotlighted Visa Destinations Thailand as leaders from the financial services, tourism, technology, and public sectors came together to explore how innovation, collaboration, and connected commerce can help shape the future of travel and tourism. The regional forum brought together leaders from payments, banking, technology and tourism. Participants examined how innovation, partnerships and connected commerce can support the next phase of travel growth.
Visa also highlighted Visa Destinations Thailand. The programme supports Thailand’s tourism ambitions through payment innovation, data insights, partnerships and wider merchant acceptance. The company said the programme covers each stage of the traveller journey. This includes trip planning, booking, payments and destination experiences.
Thailand became the first market in the Asia Pacific to activate Visa Destinations. It also became the first country worldwide to launch the programme at national level.
Visa said the initiative aims to attract travellers, improve visitor experiences and create more value for local businesses and communities.
Cross-border spending and repeat visitors
Visa’s Thailand Travel Pulse report 2026 showed continued momentum in international travel to Thailand. Cross-border consumer spending increased by 14% year-on-year.
The United States remained the largest inbound market by spending. The United Kingdom and Germany followed.
The report also showed the value of repeat visitors. They represented 20% of total cardholders but generated 34% of total inbound spending.
Visa said these points to a shift in tourism value. Destinations now place greater focus on engagement, spending and repeat visitation, alongside visitor numbers.
Travellers also spent across more local and lifestyle categories. Shopping and lodging remained major areas of spending. However, quick-service restaurants, food and grocery purchases, and dining also recorded strong growth.
Anthony Watson, Country Manager for Visa Thailand, said Thailand is entering a defining moment in its tourism journey. He said changing traveller expectations creates new opportunities for destinations, businesses and communities across the country.
He added that travel is becoming more experience-led and digitally connected. According to Watson, Thailand can create seamless experiences that encourage travellers to visit, explore more deeply and return more often.
Merchant acceptance and destination value
Visa said Thailand can benefit from travel trends across Asia Pacific. These include demand for meaningful experiences and higher spending by affluent travellers. The company cited Thailand’s cultural heritage, cuisine, wellness, entertainment and lifestyle offerings as key parts of its destination appeal.
A core focus of Visa Destinations Thailand is to support longer stays, repeat visits and wider merchant participation in the tourism economy. Visa has onboarded more than 50 merchants in Bangkok’s Song Wat district. The initiative helps visitors discover the area and supports more seamless digital payments.
The company also aims to expand digital payment acceptance to 56,000 small businesses nationwide. The focus covers tourism-related sectors such as dining, retail, accommodation, transportation, attractions, wellness and local experiences.