SUSTAINABILITY

Thailand Tourism Forum 2026 Explores Investment, Sustainability and a Changing Travel Landscape

The Thailand Tourism Forum (TTF) 2026 will take place on 22 January 2026 at The Athenee Hotel, Bangkok, marking the 15th edition of one of the country's most influential tourism and hospitality platforms. Expected to welcome more than 1,000 industry leaders, investors and experts, the forum arrives at a pivotal moment as Thailand navigates a rapidly evolving global travel environment.

Held under the theme A World of Change, TTF 2026 will examine how shifting traveller expectations, economic pressures and sustainability imperatives are reshaping Thailand's tourism sector. The programme is designed to deliver candid market insights, forward-looking analysis and practical strategies for navigating the next phase of growth.

The forum will open with the BRAC Prequel session, focusing on cultural shifts influencing Thai consumer behaviour. This segment will explore the growing role of food, beverage and design in experience-led hospitality, alongside the rise of “third spaces” that blend social interaction, creativity and travel. As visitor profiles diversify, these elements are becoming central to how destinations engage both local and international audiences.

The main forum will then turn to investment and development, with in-depth discussions on hotel performance, accommodation models and operational resilience. Industry experts from organisations including STR, Horwath HTL, JLL and Marriott International will share data-driven perspectives on market trends, emerging ownership structures and the increasing complexities faced by hotel operators. Sustainability will be a key focus, positioned not as a regulatory requirement but as a critical driver of long-term value and competitiveness.

Networking will remain a core highlight of TTF 2026. A cocktail reception hosted by Marriott International and The Athenee Hotel will provide an informal setting for delegates to connect with senior decision-makers, exchange ideas and explore potential partnerships.

Beyond industry dialogue, TTF 2026 offers valuable insights into what travellers can expect from Thailand in the coming years. Greater emphasis on eco-conscious practices, local culture and culinary tourism is set to deliver more meaningful and immersive experiences, while new investment models promise a broader and more diverse range of accommodation options.

As Thailand positions itself for a more resilient and sustainable tourism future, the conversations at TTF 2026 will help shape policies, investments and practices that influence not only the Kingdom, but the wider Southeast Asian travel landscape.

Source : TTW