The Tourism Authority of Thailand (TAT) unveiled the 2026 edition of ASEAN India+ Shoppers in Thailand, running from September to November under the theme “MORE VALUE. MORE THAILAND.” (Tourism Authority of Thailand)
Thailand is seeking to increase tourist expenditure through a new shopping initiative targeting visitors from Southeast Asia and South Asia. The Tourism Authority of Thailand (TAT) has introduced the third edition of ASEAN India+ Shoppers in Thailand 2026, which runs from September to November and features promotions across the country.
Bringing together more than 50 retail, hospitality and lifestyle partners, the campaign offers shoppers a range of incentives under the slogan “MORE VALUE. MORE THAILAND”. Participating businesses include King Power International, Central Group, The Mall Group, One Bangkok, MBK, Siam Piwat and Asiatique The Riverfront. Benefits range from discounts and vouchers to gifts and exclusive deals valued at 500–2,000 Thai baht (14-59 US dollar).
TAT Deputy Governor for Marketing Communications Parichat Boonclai said the initiative was intended to turn travellers’ interest in Thailand into actual visits and greater spending, while encouraging them to return. She added that the programme supports the authority’s ‘Value over Volume’ strategy by creating more opportunities for Thai brands, small businesses and local tourism operators to benefit from visitor expenditure.
The offers are promoted through digital channels and activities at airports, Pratunam and major shopping areas. This year, TAT is extending its reach to Pakistan, Sri Lanka and Bangladesh, in addition to its established ASEAN and Indian markets. Its targets include 30,000 participating tourists, 10 million campaign exposures and at least 244 million Thai baht (7,2 million US dollar) in revenue.
The initiative builds on strong demand for retail experiences: a 2025 survey found that 91.05% of international visitors shopped during their stays, with shopping expenditure rising by 21.04%. From January to September 2026, Thailand recorded 23.4 million international arrivals and 153.96 million domestic trips, collecting around 2.04 trillion Thai baht (60.6 billion US dollar). TAT expects international arrivals to reach 33 million by the end of the year.
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