The Tourism Authority of Thailand (TAT) New York office is advancing in the U.S. East Coast tourism market at the New York Travel & Adventure Show 2026, highlighting health and sports tourism to target American travelers.
The Tourism Authority of Thailand (TAT) New York office is intensifying its efforts in the U.S. East Coast travel market by participating in the New York Travel & Adventure Show 2026 at the Jacob Javits Center in the heart of Manhattan, New York City, drawing strong interest from adventure travelers and those seeking new travel experiences.
Ms. Chompoo Maruschoeti, Director of TAT New York, led a team to organize promotional activities aimed at building confidence and stimulating travel demand by presenting the concept of "Meaningful Travel" under the themes "Healing is the New Luxury" and "Amazing Thailand Sport Paradise," catering to trends in health tourism, physical and mental rejuvenation, combined with sports and lifestyle activities.
A key highlight for Thailand was the Muay Thai activity, which allowed event attendees to participate in learning various traditional Muay Thai techniques, led by instructors from Weapons 9 Muay Thai Gym, creating a lively and memorable experience for participants.
During the event, Ms. Somjai Tapeapong, Consul General in New York, visited the Thailand booth and joined activities to closely support the promotion of Thailand’s tourism image in the U.S. market.
Surveys found that visitors to the Thailand booth represented a diverse range of age groups, including:
Baby Boomers 29%
Gen X 26.8%
Millennials 25.1%
Gen Z and Younger Millennials 19.1%
Most attendees had never traveled to Thailand before and planned to visit within the next 3 to 6 months, preferring to travel with friends (38%), as couples (37%), solo (30%), and with family (14%).
The main reasons American tourists are interested in Thailand include Thai cuisine, beautiful beaches, Thai arts and culture, health and wellness, and abundant natural environments.
Regarding Thailand’s brand awareness, over 43% recognized the Amazing Thailand brand through social media platforms such as Instagram, TikTok, and Facebook, followed by word-of-mouth from friends or family, travel companies, travel shows, and television or film media.
TAT New York will use these insights to plan and develop marketing and promotional strategies to expand the quality tourist base within its jurisdiction.
This year’s event attracted a total of 15,738 attendees despite earlier snowfall on the U.S. East Coast. Participants included travel industry operators, media representatives, and the general public from the Tri-State Area and nearby regions, a significant market with substantial travel to Thailand annually.
Pairoj Paksasin, New York-based correspondent