VANCOUVER — The Tourism Authority of Thailand (TAT) wrapped up its 2026 Roadshow in Vancouver, the only Canadian stop on a three-city tour of North America.
The event connected 32 Thai suppliers with some 45 travel advisors in a packed afternoon of speed-dating-style seven-minute meetings.
Vancouver is a critical hub for Thai tourism in North America, as Air Canada’s YVR to Bangkok flight is the only nonstop service from the continent. Previously a seasonal offering, the flight is offered year-round for the first time in 2026.
“We commend Air Canada for making that commitment,” said Leslie J. Machado, Strategic Director, Canada at AVIAREPS, the Thailand Tourism Representative in Canada. “There’s no question that it’s going to grow the market exponentially and make Thailand a year-round destination, not just a winter destination.”
Summer travel to Thailand offers a quieter alternative to Europe during peak season, said Chiravadee Khunsub, TAT Deputy Governor for International Marketing.
“During summer Thailand is absolutely gorgeous and offers very good value,” Khunsub said. “It may be a couple of hours farther away, but people are seeking an uncrowded place to travel and make their holidays meaningful.”
HEALING IS THE NEW LUXURY, AND VALUE IS THE NEW VOLUME
Thailand saw 263,954 visitors from Canada in 2025. From January 1 – April 12, 2026, about 100,000 Canadian visitors arrived in Thailand, marking about a 2% increase so far this year. That’s partly because Canada has the highest rate of return travel to Thailand, at 50 to 60%, according to Machado.
“Even with the uncertainty in the Middle East, we still see a little growth in Canada,” Khunsub said.
The Middle East conflict has made it more challenging for travellers from Central and Eastern Canada to get to Thailand, Machado said, as those routes usually connect through Dubai. Those travellers are for now best served by the YVR–BKK route.
TAT presented two key themes at the event: ‘Healing is the new luxury’ and ‘Value is the new volume.’ Both aim to reposition Thailand as a destination for high-end wellness experiences and slow travel, rather than budget backpacking, in line with Thailand’s Sustainable Development Goals.
“People had the perception that Thailand is a cheap destination, but now it’s more about value,” Khunsub said. “That’s value in terms of your experience but also value for the local communities. It means we’re focusing more on the quality market, the people who are looking for that real quality holiday that Thailand can offer.”
To support that shift, Khunsub said about 10 new luxury hotels will open across the country within the next year.
She also noted the new focus on healing goes beyond traditional wellness product like Thai massage to include the environment, food, culture and reconnection. Just like the shift from volume to value, this broad view of healing aims to ensure local communities benefit from tourism in sustainable ways.
“Tourism in Thailand is a key driver of our economy,” Khunsub said. “The government wants to ensure that the value chain gives priority to the community because that means the Thai people have health in terms of the economy as well.”
This shift is embodied in the Krabi Prototype, a TAT sustainable tourism initiative with pillars of self-care, nature care and culture care. Khunsub said this model will be expanded to Chiang Mai in 2026, with the goal to expand across the country in partnership with local governments.
“Thailand is serious about sustainable tourism,” she said.
For more information about travel to Thailand, visit ThailandInsider.com.
Lead image caption: Anoma Vongyai, Director of the TAT Chicago office; Chiravadee Khunsub, Deputy Governor for International Marketing; Leslie J. Machado, Strategic Director, Canada, AVIAREPS (all photos courtesy Christina Newberry)