Can Shopping Bring More Tourists to Thailand? TAT’s ASEAN India+ Shoppers Campaign Expands

Bangkok, 15 October 2026 – The Tourism Authority of Thailand (TAT) has officially announced the third edition of ASEAN India+ Shoppers in Thailand 2026, expanding participation across ASEAN and South Asia. Running from September to November under the concept “MORE VALUE. MORE THAILAND.”, the campaign offers shopping, dining, accommodation, and lifestyle privileges nationwide to stimulate visitor spending and reinforce Thailand’s position as a leading regional shopping and lifestyle destination.

Ms Parichat Boonclai, TAT Deputy Governor for Marketing Communications, said, “ASEAN and South Asia are key markets for Thailand, with strong travel connections, demand for Thai products, and potential for repeat visits. ASEAN India+ Shoppers in Thailand 2026 is designed to turn awareness into travel, spending, and return visits. Under our Value over Volume approach, we are working with partners to increase visitor spending and distribute tourism income more widely among Thai brands, SMEs, and local businesses, ensuring greater value for travellers and the Thai tourism economy.”

Representatives from TAT’s retail and lifestyle partners attended the official announcement, including King Power International, X8, Central and Robinson department stores under Central Group, Centara Hotels and Resorts, The Mall Group, Siam Paragon, Siam Piwat, ICONSIAM, One Bangkok, MBK Center, Asiatique The Riverfront Destination, Jungceylon Shopping Center, Lotus’s, Krung Thong Plaza, True | dtac 5G, MAMA, Mont Fleur, Erb, Malee, Propoliz, Siang Pure, Pumpui, Jula’s Herb, G Sure Plus, Kornthai, ZARE, StrackYum, and Ginger Farm Kitchen. These businesses are among more than 50 partners offering discounts, vouchers, gifts, and exclusive privileges under the “MORE VALUE. MORE THAILAND.” concept. The offers span department stores, shopping centres, restaurants, Thai brands, hotels, and accommodation providers. Selected privileges are valued at between 500 and 2,000 baht, encouraging visitors to spend in Bangkok and destinations nationwide.

The campaign combines online promotion with on-the-ground activities to engage travellers before and during their visits. Partner websites, social media channels, and digital displays promote available offers, complemented by airport activations and activities in Pratunam and major shopping districts. Visitors can scan a campaign QR code or visit the official campaign website to access privileges, register, select their preferred offers, and redeem them at participating businesses. On-site staff are available to assist with registration and redemption.

Building on the success of the 2024 and 2025 editions, which generated a combined tourism revenue of more than 81 million baht, TAT is expanding the campaign beyond its established ASEAN and Indian markets. The 2026 edition also targets travellers from Pakistan, Sri Lanka, and Bangladesh, reflecting the potential of these markets for shopping and lifestyle tourism.

Through this expanded approach, TAT aims to attract 30,000 participating tourists, generate at least 10 million campaign exposures, and deliver tourism revenue of no less than 244 million baht. The campaign also seeks to encourage repeat visits and create business opportunities for retailers, hospitality operators, Thai product manufacturers, and SMEs.

According to the 2025 international tourist behaviour survey, 91.05% of international visitors shopped during their trips, with shopping expenditure increasing by 21.04%. Popular purchases included clothing, souvenirs, Thai food products, cosmetics, and fragrances.

ASEAN and India accounted for more than 8.45 million arrivals to Thailand in 2026 to date. From 1 January to 30 September, Thailand welcomed 23.4 million international arrivals and recorded more than 153.96 million domestic trips, generating approximately 2.04 trillion baht. TAT forecasts 33 million international arrivals and total tourism revenue of 2.65 trillion baht by year-end. ASEAN India+ Shoppers in Thailand 2026 supports this outlook by encouraging regional visitors to spend more on shopping and lifestyle experiences across the country.

Tourists can participate in the ASEAN India+ Shoppers in Thailand 2026 campaign until 28 November 2026 through on-ground activities at participating locations or via the official campaign website.