by Bert Archer
Last updated: 10:30 AM ET, Wed June 17, 2026
Thailand Travel Mart Plus (TTM+) just wrapped up in Pattaya and Chon Buri province this past weekend. About 800 international buyers, sellers, and media were hosted by Thapanee Kiatphaibool.
Governor of the Tourism Authority of Thailand in this annual event meant to get the official Thai tourism message out. This year’s was “Healing is the new luxury,” a campaign fronted in the English-speaking world by gay YouTube singer Henry Moodie.
(Photo Credit: Bert Archer)
On the face of it, this is a natural move for Thailand as it moves into the front rank of global tourist destinations. Under the banner of “wellness” is can bring food, spirituality, Thai massage, and an increasingly respected private medical infrastructure under one roof.
But it serves a dual purpose.
Against a backdrop of recent news that the Thai government is halving the allowable days for more than 90 visa-free nations, including Canada, from 60 days to 30 days, this is a gentle way for Thailand to say what kind if a place they would like to be, and what kind of tourists they'd like to attract.
TikTok and Instagram are filled with video evidence of tourists behaving badly across Thailand and the rest of Southeast Asia. Though no mention of it was made at TTM+, on June 6, the Thai Immigration Bureau released its “3 No’s” policy : No Entry, No Stay, No Escape.
(Photo Credit: Bert Archer)
As reported by Nithee Seeprae, the deputy governor for marketing and communications, the first six months of 2026 saw 14 million international visitors to Thailand, who spent almost $30 billion. There were 132,069 Canadian visitors during that period, a little more than a quarter of the number of USA arrivals and a little more than a third the number of Australians. The year-end forecast was for 33 million visitors and about $110 billion in revenues.
At the official press conference, the 2025 country- and region-specific numbers were announced. North Americans spent an average of 14.59 nights in Thailand, and spent an average of about $2,750 per person.
Many of these numbers were down, especially from the Middle East, due to the ongoing American-Israeli war in Iran, Lebanon and Gaza, with lift to Thailand reportedly down 30 per cent.
(Photo Credit: Bert Archer)
The host for next year’s TTM+ was announced as Khon Kaen in the heart of Isaan, the mostly rural and agricultural region in the northeast of Thailand bordering Laos and Vietnam.
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