The Tourism Authority of Thailand (TAT) has renewed its collaboration with Sendai city and the Tohoku region of Japan for the fifth time, while also launching a co-tourism campaign with Bhutan for the first time ahead of the latter’s expansion into the European market next year.
In the first eight months of this year, Japanese visitors to Thailand tallied 665,368, down by 5.42% year-on-year.
TAT governor Thapanee Kiatphaibool said the agency wants to accelerate growth in September and the fourth quarter, banking on the strengthening yen, which has recovered from the first half and is expected to facilitate overseas travel decisions among Japanese.
The number of Japanese visitors in August surged to 108,564, particularly during the Obon Festival holiday, which signals a positive trend, she said.
The TAT offices in Tokyo, Osaka and Fukuoka are launching promotional campaigns with major online travel agents and airlines, such as Thai AirAsia X, ANA, Japan Airlines and Peach Aviation, to encourage repeat visitors to explore second-tier destinations.
To reach the goal of 1.05 million Japanese visitors this year, Ms Thapanee said new marketing activities through official tourism ties with partners would be a key strategy.
On Saturday, the TAT reaffirmed its partnership with Sendai city and the Tohoku region by signing the fifth renewal of a letter of intent, extending a partnership that began in 2006 with Sendai before expanding to the Tohoku Tourism Promotion Organisation in 2012.
Pattaraanong Na Chiangmai, deputy governor for international marketing in Asia and the South Pacific at TAT, said over the past 20 years, the agency has consistently received support from various agencies to drive trilateral cooperation. This support included establishing a Bangkok-Sendai flight route, organising the Thai Festival Sendai, and conducting regular promotions to raise awareness of Thai tourism among visitors from this region.
Ms Pattaraanong said Sendai and the Tohoku region still have potential for expansion by promoting two-way tourism, which could help airlines fill capacity with both Japanese and Thai travellers.
Some airlines have temporarily suspended direct flights to Sendai during low-demand periods, and TAT is increasing joint promotions with tour operators and airlines to secure more seat bookings and minimise potential losses, she noted.
For 2027, the focus remains on increasing spending from the current average of 5,232 baht per day and 40,477 baht per trip, noted the agency.
Meanwhile, the TAT also launched a collaboration campaign with Bhutan dubbed “Two Kingdoms, One Destination”, using Tourism Expo Japan 2026 in Tokyo last week as the launch event.
The two countries plan to jointly promote this collaboration to European tourists at ITB Berlin, a massive tourism trade show in Germany early next year.
Ms Thapanee said the two countries agreed to promote the campaign under the theme “Healing and Happiness: Discover a Better You”, with Thailand positioning itself as a wellness and longevity hub, with Bhutan recognised as a nature and mindfulness destination.