The Tourism Authority of Thailand (TAT) has unveiled the third iteration of its ASEAN India+ Shoppers in Thailand campaign, a regional push designed to convert interest from ASEAN and South Asian travellers into tangible spending across the kingdom. Running from September through November 2026 under the theme “MORE VALUE. MORE THAILAND,” the initiative bundles shopping, dining, and lifestyle privileges from more than 50 commercial partners, including King Power International, Central and Robinson department stores, The Mall Group, and Siam Piwat.
Speaking at the launch, Parichat Boonclai, TAT Deputy Governor for Marketing Communications, underscored the strategic weight of ASEAN and South Asia as source markets. “ASEAN India+ Shoppers in Thailand 2026 is designed to turn awareness into travel, spending and return visits,” she said. The campaign is part of TAT’s broader effort to distribute tourism income beyond Bangkok and into secondary destinations, benefiting Thai brands, SMEs, and local businesses.
Targets and partner incentives
The 2026 edition sets ambitious goals: 30,000 participating tourists and 244 million baht in direct tourism revenue. That compares with the previous two editions, which together generated over 81 million baht. To hit those numbers, partners are offering discounts, vouchers, and exclusive privileges valued between 500 and 2,000 baht, redeemable at participating outlets in Bangkok, Chiang Mai, Phuket, Pattaya, and other key shopping hubs.
Beyond the established ASEAN and Indian markets, TAT is extending outreach to Pakistan, Sri Lanka, and Bangladesh, reflecting growing demand from South Asia. The campaign leverages strong air connectivity, with carriers such as Thai Airways, IndiGo, and AirAsia operating frequent services between regional capitals and Bangkok’s Suvarnabhumi and Don Mueang airports.
The shopping push aligns with Thailand’s wider tourism recovery. From January to September, the country recorded 23.4 million international arrivals, and TAT forecasts 33 million by year-end. The ASEAN India+ campaign is designed to deepen visitor engagement, encouraging longer stays and higher per-capita spending.
Retail partners are central to the strategy. The Mall Group, which recently won two Thailand travel trade awards for its Emsphere complex and Monchhichi campaign, is offering exclusive perks for cardholders and foreign visitors. Siam Piwat, operator of Siam Paragon and ICONSIAM, is bundling shopping with cultural experiences, while King Power International is extending duty-free privileges to non-departing travellers.
TAT’s focus on regional shoppers complements other demand-generation measures, such as the THB 500 domestic flight discount campaign running through January 2027, which aims to stimulate intra-Thailand travel. The two initiatives together are expected to support both international and domestic tourism flows.
The campaign also taps into the growing popularity of Thai retail and lifestyle brands among regional visitors. According to TAT research, shoppers from ASEAN and India rank Thailand among their top three shopping destinations in Asia-Pacific, citing value for money, product variety, and the ease of combining shopping with leisure activities.
For travel trade partners, the campaign offers a ready-made platform to upsell packages. Tour operators and agents can bundle shopping privileges with hotel stays and tours, particularly in destinations like Phuket and Chiang Mai, where retail therapy is a key draw. TAT is working with online travel agencies and GDS systems to ensure seamless redemption of vouchers and discounts.
With the campaign set to run for three months, TAT expects to see a measurable uplift in visitor spending, particularly in the fourth quarter, a period that typically sees strong regional travel. The authority is also monitoring the impact on local businesses, aiming to ensure that the benefits of tourism spending are felt beyond the major retail conglomerates.
As Thailand positions itself as a premier shopping and lifestyle destination in Asia, the ASEAN India+ Shoppers campaign represents a targeted, data-driven approach to boosting yield from high-potential source markets. The emphasis on repeat visits and word-of-mouth promotion is designed to build long-term loyalty among travellers from the region.
