- Thailand has consolidated its position as one of the favourite tourist destinations for Spaniards, with 216,249 visitors, surpassing last year’s record figure.
- Spanish travellers stand out for their average stays of around 14 days, high levels of spending and a clear preference for cultural and natural experiences, usually combined with beach destinations in the south of the country.
- The Tourism Authority of Thailand (TAT) is promoting FITUR 2026 with its global narrative focused on well-being, ‘Unforgettable Experience: Healing is the New Luxury’.
- Thailand is once again positioning itself as one of the world’s favourite tourist destinations, with 32,974,321 international visitors in 2025, once again far exceeding the figures for 2024.
In the case of Spain, a new record has been set for visitors to the country with 216,249 visitors, almost 9,000 more than last year. The southern European market (Spain, Italy, Turkey, Portugal, Greece, Cyprus and Israel) is not far behind, with strong growth in all countries, reaching a total of 1,155,456 tourists from these regions, representing 22.49% growth compared to 2024. This is undoubtedly an achievement that reinforces the growing interest of travellers from southern Europe and the Mediterranean region in discovering the cultural, natural and gastronomic wealth of this Asian country. In this context, long-haul markets continue to play a key role in Thailand, which in 2025 welcomed 10,831,497 long-haul visitors, 32% of total international arrivals.
Spain is thus positioned as a high-value market for Thailand, especially due to the qualities that tourists offer the country. The Tourism Authority of Thailand highlights the profile of Spanish travellers for their average stays of around 14 days, high level of spending and clear preference for cultural and natural experiences, usually combined with beach destinations in the south of the country.
The main travel periods for Spanish tourists are concentrated in summer (August) and winter (November and December). In addition, Spain has strong potential in segments such as weddings and honeymoons, as well as LGBTQ+ tourism, thanks to Thailand’s reputation as a welcoming, inclusive and safe destination.
This positioning will be reinforced at FITUR 2026, where the Tourism Authority of Thailand will be present in Pavilion 8 (stand 8C08). At this year’s event, Thailand will continue to develop its new global narrative under the campaign ‘Unforgettable Experience: Healing is the New Luxury’, a proposal that redefines the concept of luxury by focusing on well-being, purposeful travel and transformative experiences that connect travellers with local culture.
The Thailand stand will offer a brief immersion into the essence of the destination, with shows and activities focused on wellness. Among the activities that will take place, those centred on artistic expressions such as the Nora dance from the south of the country, folk dances from the northeast accompanied by traditional music, performances of the traditional Khon masked dance with royal costumes, and contemporary reinterpretations of Thai folklore. There will also be demonstrations of traditional therapies such as Tok Sen massage, herbal compress massages, specific techniques to relieve tension from office work, and rituals based on essential oils and aromatic herbs.
The presence at FITUR will also serve to highlight new emerging destinations, such as Nakhon Si Thammarat, Phatthalung and Krabi, with special emphasis on the Krabi Prototype, a project that exemplifies Thailand’s commitment to a more sustainable, balanced and high value-added tourism model.
In the words of Thapanee Kiatphaibool, Governor of the Tourism Authority of Thailand, “The sustained growth of the Spanish market, with 2025 marking a new milestone even after the exceptional performance recorded in 2024, confirms the interest in a destination that offers much more than traditional holidays. We want to continue attracting travellers who are looking for meaningful experiences, wellbeing and an authentic connection with Thai culture.”
THAILAND TOURISM AT FITUR 2026: HALL 8. STAND 08
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Source: THE BLUE ROOM