Discover Amazing Thailand

 

By Fred Felton | July 14, 2026

Recently I attended the Amazing Thailand Roadshow 2026. The event aimed to bring Thailand closer to South Africa as demand for meaningful travel grows.

Amazing Thailand. | Photo: Supplied. 

The Tourism Authority of Thailand (TAT) held a multi-city roadshow in South Africa which connected 20 leading Thai Tourism partners with more than 40 South African professionals to explore emerging travel trends, new tourism products and future collaborations.

In 2025 Thailand welcomed 32.97 million international visitors and generated more than R750 million in tourism revenue, making it one of Asia’s most popular travel destinations.

South Africa is Thailand’s largest source market in Sub-Saharan Africa, more than 72,000 South Africans travelled to Thailand in 2025. On the African continent, arrivals grew by nearly 18% year-on-year, reaching close to 200,000 visitors.

‘’These numbers speak to more than tourism demand. They reflect a growing connection between Thailand and South Africa, built on a shared curiosity, strong partnerships and a genuine interest in exploring each other’s cultures,’’ noted Chiravadee Khunsub, TAT Deputy Governor for International Marketing Europe, Africa, Middle East and America.

The delegation included hotels, destination management companies and wellness-focused travel providers, showcasing experiences tailored to the SA market. From beach holidays and family getaways to culinary adventures, honeymoon escapes and wellness retreats, the roadshow highlighted the breadth of experiences available in Thailand.

A key theme for Thailand this year is: Unforgettable Experience: Healing is the New Luxury, TAT is placing a big emphasis on wellbeing, sustainability and more cultural experiences.

The aim for TAT is to develop more tailored travel packages while unlocking new opportunities for both markets.

This initiative is supported by Emirates, whose extensive connectivity between South Africa, Dubai and Thailand continues to make travel between the regions more accessible.

TAT says its focus remains on working closely with trade partners and ensuring Thailand continues to appeal to South Africans looking for travel experiences that offer value for money and lasting memories.