Thailand's TTM+ 2026 Opens in Pattaya With Record Buyers

Thailand’s largest annual tourism trade event, Thailand Travel Mart Plus (TTM+), opens on 10 June 2026 at the NICE Pattaya Convention and Exhibition Centre in Chon Buri, running through 12 June. The Tourism Authority of Thailand (TAT) has confirmed 429 international buyers from 22 countries, 428 Thai sellers, and over 60 global media representatives — with more than 15,400 business appointments scheduled across three days.

International buyer participation has climbed 5.7% compared with TTM+ 2025. The largest share comes from ASEAN (33%), followed by East Asia (28%), Europe (24%), and the Americas (15%). The result reflects continued global confidence in Thailand despite a 2.3% dip in overall visitor numbers in early 2026, which TAT attributes to a deliberate shift away from mass tourism toward higher-value, longer-stay visitors.

What is Thailand promoting this year

The TTM+ 2026 theme spotlights four priority areas: wellness tourism, Hidden Gems, sustainable travel, and regional routes. Wellness retreats in Pattaya and coastal resorts are being actively positioned alongside better-known hubs like Bangkok, Chiang Mai, and Phuket. The push toward secondary destinations is designed to reduce overtourism pressure at Thailand’s most-visited sites and spread visitor spending into less-explored regions.

For travellers, this strategy translates into a broadening of quality accommodation and experiences beyond the traditional coastal circuit. Properties in Hua Hin, Krabi, and Koh Samui are also being promoted through the event as alternatives that combine natural beauty with sustainability credentials.

Pattaya’s repositioning

Pattaya is the deliberate host choice this year. TAT is actively repositioning the city as a MICE (meetings, incentives, conferences, exhibitions) and family wellness destination alongside its existing beach and nightlife identity. New resort developments along the Chon Buri coastline are expected to come online in 2026 and 2027, giving solo travellers and families more premium options.

Practical considerations for June travel

June marks the start of Thailand’s green season, when the southwest monsoon brings afternoon rain to the Andaman coast and central regions. Visitor numbers are lower than in December–February, which means fewer crowds and more competitive rates at guesthouses and resorts. The Gulf of Thailand coast — Koh Samui, Koh Phangan, and Koh Tao — remains drier through June. Our best time to visit guide breaks down exactly which regions suit which month.

Travellers planning a trip should also note Thailand’s revised visa policy: most nationalities are now capped at 30-day visa-free stays, down from 60 days. See our visa guide for the latest nationality-specific rules before booking.