The Ministry of Tourism and Sports is using Thailand Travel Mart Plus 2026 to expand its reach into higher-spending markets including the United Arab Emirates, Oman and Mexico, with the aim of generating an additional 5 billion baht in economic activity. Despite softer domestic consumption and a challenging global economic environment, tourism authorities remain confident that international arrivals will reach 33 million this year and contribute 1.55 trillion baht in tourism revenue. The strategy reflects Thailand's efforts to diversify its visitor base and strengthen the resilience of its tourism sector.