The Tourism Authority of Thailand (TAT), with its Nordic headquarters in Stockholm, has appointed Patsalin Swetarat as its new director, responsible for promoting Thailand as a travel destination in the Nordic and Baltic countries. The appointment is part of TAT’s new global strategy for 2026, where the focus in marketing going forward is on value rather than volume.
Patsalin Swetarat takes up the role with extensive experience in the travel and tourism industry and destination marketing, both from national and international TAT offices, including in Sukhothai, Trat, Singapore and Chiang Mai. Throughout her career, she has worked dedicatedly to promoting Thai tourism in line with government guidelines – with a focus on moving from quantity to quality, creating meaningful and memorable experiences and developing more sustainable tourism. In her new role, she will lead TAT’s strategic marketing efforts, strengthen collaboration with the industry and inspire travelers from the Nordic and Baltic countries to discover the many sides of Thailand – from idyllic beaches and world-class wellness to authentic cultural experiences and vibrant city life. – I am very pleased to be stationed in Sweden and be given responsibility for the Nordic and Baltic markets as part of my assignment, says Patsalin Swetarat. The appointment comes at a crucial time for Thailand’s tourism, as the number of Nordic tourists in the country continues to increase. Nordic travelers are known for their keen interest in sustainable travel, nature and authentic experiences. ”Our goal is to showcase the ”new Thailand’ as a destination where value and quality are present at all levels. In the Nordic and Baltic markets, we want to inspire both first-time travelers and returning guests by showing that Thailand is a country where you can experience stunning nature and authentic culture without compromising on the ambition to travel sustainably,” she says. “My personal motto is to stay humble, work hard and make things happen, because I believe that true success comes from perseverance, humility and determination,” concludes Patsalin Swetarat.
New strategy for 2026: value over volume
TAT recently launched its 2026 global strategy under the theme ”Value is the New Volume”. Despite the challenges facing global tourism in recent years, Thailand remains one of the world’s leading destinations, welcoming more than 35.5 million international visitors in 2024, of which over 500,000 were from the Nordic region. With a clear focus on quality over quantity, TAT’s 2026 strategy goes beyond simply rebuilding Thailand’s tourism industry after the pandemic. The goal is to create a more balanced, robust and experience-driven tourism economy. The strategy is based on prioritizing value over volume through more targeted marketing and a deeper understanding of different travel segments, balancing tourism across regions and seasons, promoting creative and thematic tourism with tailored niche experiences that engage different target groups, and integrating sustainability as a measurable standard across the sector.
