Visa has partnered with the Tourism Authority of Thailand (TAT) to support the next phase of inbound tourism through Visa Destinations, a global programme that connects cardholders to curated and unique destination-led experiences and offers. This enhances how visitors navigate, spend, and experience Thailand throughout their journey.
The partnership reflects a shared ambition to strengthen Thailand’s tourism ecosystem beyond visitor volumes, with an increased emphasis on confidence, accessibility, and everyday travel experiences that encourage broader participation across destinations and communities nationwide.
Visa Destinations supports this ambition by addressing the full tourist journey, from arrival and mobility to day-to-day spending and local discovery, enabled by secure, widely accepted digital payments. Through collaboration with local merchants, the programme connects visitors with destination specific dining, shopping, wellness, accommodation, transport, and lifestyle experiences, while supporting local businesses.
Travel Demand Persists as Traveller Priorities Shift
Travel demand across Asia Pacific continues to show resilience despite global economic and geopolitical uncertainty. Visa’s data indicates travel remains one of the region’s largest consumer spending categories, with travellers adjusting how and where they travel rather than cancelling trips.
Visa insights also point to evolving traveller preferences, including increased demand for shorter haul, intra-regional travel, flexible planning, and smoother day-to-day experiences such as secure payments and ease of mobility. Spending remains concentrated in well-connected hubs such as Bangkok, Phuket, Chiang Mai, and Samui, underscoring the importance of connectivity, reliability, and access to diverse experiences.
Ms. Thapanee Kiatphaibool, Governor of the Tourism Authority of Thailand, said “Tourism plays a critical role in Thailand’s economy and strength. The visitor experience is central to sustaining growth. Now, TAT has launched the Krabi Prototype project, the CF-Hotels platform, STG Star, and the TTA award to enhance and shape Thailand’s sustainable tourism better. Partnerships with global players like Visa help reinforce the tourism ecosystem, from infrastructure and connectivity to experiences on the ground that shape how visitors engage with Thailand.”
Thailand’s Enduring Strength as a Global Destination
Visa announced the expansion of its global, passionled travel programme, Visa Destinations, into Asia Pacific, launching in Thailand as the first market in the region. As the first countrylevel Visa Destinations globally, it spans key locations including Bangkok, Phuket, Chiang Mai, Pattaya, Udon Thani, Samui, Hua Hin and Hat Yai reflecting the country’s breadth of experiences. Visa data indicates Thailand remains the most visited destination in Southeast Asia, with inbound travel volumes in 2025 showing strong recovery. Spending patterns suggest a shift toward higher value per visit compared to pre pandemic periods, as travellers prioritise experiences, quality of stay, and everyday engagement.
Inbound tourism spending is driven largely by travellers from Asia Pacific, accounting for more than two thirds of inbound spend, while long haul markets including the United States, the United Kingdom, Australia, and Europe continue to contribute steady, high value demand. Key spending categories include accommodation, dining, retail shopping, healthcare, and everyday services such as local transport.
Anthony Watson, Country Manager for Visa Thailand, said “Thailand’s strength as a travel destination lies in its diversity, from world-renowned cities to culturally rich local communities across the country. As travel expectations evolve, visitors are placing greater emphasis on confidence, reliability and ease throughout their journey. Through our partnership with the Tourism Authority of Thailand, we are helping enable more seamless and secure payment experiences, while supporting local businesses in expanding digital acceptance so they can better connect with international travellers and participate in the tourism economy.”
Feel So Thai at Song Wat: Bringing Visa Destinations to Life
Visa Destinations is brought to life through on the ground initiatives that connect travellers with local culture and communities. In Thailand, a key initiative is the Song Wat Experience, which brings international media and creators to Bangkok’s historic Song Wat district, known for its heritage architecture, vibrant food scene and emerging creative community.
Through partnerships with local merchants, the programme supports greater digital payment acceptance, enabling visitors to explore the area with ease while helping small businesses connect with international audiences and participate more fully in inbound tourism.
Leveraging on Visa Destinations, incoming travellers to Thailand can benefit from:
- Smoother arrival and mobility experiences, supported by widely accepted and secure digital payments
- Easier everyday spending, from transport and services to dining and shopping across destinations
- Access to curated, destination‑led experiences, helping travellers discover local culture and communities more intuitively
- Greater confidence throughout the journey, with trusted payment experiences that support ease and reliability at every stage
- Deeper local engagement, enabling more meaningful connections with places, people and businesses beyond traditional tourist activities
Together, these benefits support more confident, seamless travel experiences and reinforce Thailand’s position as a destination that offers lasting value beyond the visit itself.
