More than 20 Thai tourism partners and participants from over 20 Nordic and Baltic travel agencies attended the Tourism Authority of Thailand’s annual B2B workshop in Stockholm on October 29. The event was held at the Radisson Blu Waterfront, right in the heart of central Stockholm.
The Tourism Authority of Thailand (TAT) yesterday concluded another successful edition of its annual Amazing Thailand Roadshow Nordic 2025, following the B2B workshop in Stockholm on October 29.
More than 20 Thai tourism partners, including leading hotels and DMCs, participated in this year’s event and conducted over 178 meetings with more than 22 travel agencies and tour operators from Sweden, Norway, Iceland and the Baltic countries. The evening began with a presentation of Thailand’s product offering, followed by workshop sessions with pre-booked meetings between buyers and sellers. The event concluded with a networking dinner and a raffle with great prizes, including hotel stays and flight tickets.
– We are very pleased with the large turnout and positive response we have received from both our Thai partners and the participants from the travel industry. Our Amazing Thailand Roadshow Nordic 2025 once again confirms its role as a valuable B2B event in the region, where strong business relationships and new opportunities between Thailand and the Nordic market are created, says Patsalin Swetarat, Head of the Tourism Authority of Thailand's Nordic office in Stockholm.
The Stockholm workshop was part of a larger roadshow, which also included a similar event in Copenhagen during the week. “These workshops are an important platform to strengthen our contacts with the Nordic market and to connect Thai suppliers with key players in the travel industry, who play a crucial role in promoting Thailand as a destination known for its warmth, authenticity and sustainability,” concludes Swetarat.
An important market for Thai tourism
The Swedish market remains one of Thailand's most significant key markets, with almost 142,000 arrivals between January 1 and September 30, 2025. In 2024, over 212,000 Swedish travelers visited Thailand, making Sweden an important market for Thai tourism and a strong contributing factor to the country's long-standing popularity among Nordic visitors.
About the Tourism Authority of Thailand (TAT) The Tourism Authority of Thailand (TAT) was established in 1960 and was the first organisation in Thailand with the specific responsibility of promoting tourism in the country. The Tourism Authority of Thailand's office in Stockholm was established in 2002 and is responsible for the Nordic and Baltic countries. The Tourism Authority of Thailand provides travel information to the public, travel agencies and the media, and also works to encourage residents of the Nordic and Baltic countries to travel to Thailand.
