Guided by its global campaign, “Unforgettable Experience: Healing is the New Luxury,” TAT is placing greater emphasis on wellness tourism

Thailand is reinforcing its position as one of South Africa’s favourite long-haul holiday destinations, with the Tourism Authority of Thailand (TAT) bringing its Amazing Thailand Roadshow 2026 to Johannesburg, Durban and Cape Town this week.

The multi-city initiative brought together 20 leading Thai tourism partners and more than 40 South African travel professionals, creating valuable opportunities to strengthen industry relationships, showcase new travel experiences and explore the future of tourism between the two countries.

Thailand Continues Its Tourism Growth

The roadshow comes at a time when Thailand’s tourism industry continues to flourish. In 2025, the destination welcomed 32.97 million international visitors, generating more than R750 million in tourism revenue and reaffirming its status as one of Asia’s most sought-after travel destinations.

South Africa remains Thailand’s largest source market in Sub-Saharan Africa, with more than 72,000 South Africans visiting the country during 2025. Across Africa, visitor arrivals increased by nearly 18% year-on-year, reaching close to 200,000 travellers.

According to TAT, these figures reflect far more than growing visitor numbers.

“These numbers speak to more than tourism demand. They reflect a growing connection between Thailand and South Africa, built on shared curiosity, strong partnerships and a genuine interest in exploring each other’s cultures,” said Chiravadee Khunsub, Deputy Governor for International Marketing – Europe, Africa, Middle East and the Americas at the Tourism Authority of Thailand.

New Travel Experiences for South African Visitors

The delegation featured a diverse range of tourism businesses, including luxury hotels, destination management companies and wellness travel specialists, all showcasing experiences designed to appeal to South African travellers.

From idyllic island escapes and family holidays to food-focused adventures, romantic honeymoons, luxury resorts and wellness retreats, the roadshow highlighted Thailand’s diverse tourism offering.

Wellness and Meaningful Travel Take Centre Stage

A major focus of this year’s roadshow was Thailand’s evolving tourism strategy.

Guided by its global campaign, “Unforgettable Experience: Healing is the New Luxury,” TAT is placing greater emphasis on wellness tourism, sustainability and authentic cultural experiences that encourage visitors to connect more deeply with local communities.

The approach reflects changing global travel trends, with South Africans increasingly seeking holidays that combine relaxation with adventure, culinary discoveries, wellness experiences and meaningful cultural immersion.

“South African travellers are incredibly open-minded in the way they travel,” said Khunsub. “They’re combining cities, islands and cultural experiences in one journey, and we’re seeing growing interest in wellness, culinary tourism and more meaningful travel experiences that go beyond the ordinary.”

Strengthening the South Africa–Thailand Travel Industry

Beyond inspiring future holidays, the Amazing Thailand Roadshow plays an important role in strengthening commercial relationships between Thailand’s tourism industry and South Africa’s travel trade.

By connecting Thai suppliers directly with local travel professionals, TAT aims to encourage the development of tailored travel packages while creating new business opportunities for both markets.

The initiative is supported by Emirates, whose extensive network between South Africa, Dubai and Thailand continues to improve accessibility and connectivity for travellers.

Looking Ahead

As international travel continues to rebound, Thailand remains committed to working closely with South African travel partners while expanding experiences that deliver exceptional value, authentic cultural encounters and unforgettable memories.

With growing demand for wellness travel, island escapes, food tourism and immersive cultural journeys, Thailand is well positioned to remain one of South Africa’s most desirable overseas destinations in the years ahead.