TAT roadshows in Turkey and Poland to draw high-spending travellers
Marketing push for Thailand
TAT is countering this by promoting beyond the main hubs of Bangkok, Phuket, Pattaya, Phi Phi and Samui, with plans to highlight secondary destinations such as Nakhon Si Thammarat. Campaigns focus on digital marketing, airline partnerships and niche traveller groups, including women, honeymooners, sports enthusiasts (notably Muay Thai fans), and LGBTQ+ travellers.
Poland emerges as one of Thailand’s fastest-growing tourism markets
Poland is fast becoming a rising star for Thai tourism, according to Chonlada Sitthiwan, Director of TAT’s Prague Office.
In 2024, 180,772 Polish visitors travelled to Thailand, up 49% year-on-year, generating 9.18 billion baht in revenue (+28%). The growth momentum has continued in 2025, with 142,912 arrivals recorded between January 1 and September 14, up 30% from last year. Full-year arrivals are projected to reach 253,000, generating an estimated 14.88 billion baht.
Despite being located in Eastern Europe, Poland has one of the strongest economies in the EU, with GDP growth forecast at +3.2% in 2025 and +3.1% in 2026.
Rising incomes are fuelling outbound travel, particularly demand for all-inclusive holiday packages, a segment Thailand is well-positioned to develop.
Thailand enjoys a strong image among Polish travellers as an exotic and value-for-money destination. The recent extension of visa-free stays from 30 to 60 days (effective July 15, 2024) has further boosted long-stay potential.
Travel patterns show Poles prefer long-haul holidays once a year, typically to coastal provinces in southern Thailand and Bangkok, complemented by two shorter regional trips annually. Their peak season coincides with Christmas and New Year holidays.
Although there are no direct flights between Poland and Thailand, connectivity is strong via major hubs such as Dubai (Emirates), Istanbul (Turkish Airlines), Doha (Qatar Airways), Vienna (Austrian Airlines) and Frankfurt (Lufthansa).
Charter flights are also expanding, with Rainbow Tours adding 7,000 seats during this year’s high season and extending services to April to cover Thailand’s Songkran holiday. New charter routes include Poznan–Bangkok and Katowice–Phuket.
TAT’s marketing strategy focuses on partnerships with travel agents and OTAs to ensure Thailand remains a top search option, using flexible promotions to highlight new destinations. Consumer marketing, social media campaigns and influencers are also central to reaching Polish travellers.
To mark the 10th anniversary of its Prague office, TAT is planning a Thai Street Fest in summer 2025, showcasing Thai culture and cuisine, which remain popular with locals. This follows the successful Thai Fest in Poland earlier in September, organised in collaboration with the Royal Thai Embassy and Team Thailand, aimed at encouraging Polish tour operators to increase Thai packages for the upcoming winter season.
With strong economic fundamentals and rising demand, Poland represents a high-potential market with sustained growth prospects. TAT’s recent roadshow in Warsaw was therefore seen as a timely opportunity to strengthen ties between Thai and Polish tourism operators and further boost visitor flows to Thailand.
