A Journey Driven by Purpose and Cultural Connection

In Conversation with Nattachit Oonsiam, Director of Tourism Authority of Thailand, Mumbai Office

You have years of experience in the industry; what fuels your passion in this field? Please share your journey with us.

My passion for tourism comes from seeing how travel builds understanding between cultures while creating meaningful opportunities for local communities, a belief that has shaped my journey with the Tourism Authority of Thailand since 2007. Having worked across international marketing and regional strategy in Asia and the South Pacific, I have seen how destinations can grow responsibly without losing their identity. As Director of the Mumbai Office since August 2025, I have concentrated on enhancing relationships throughout India while inspiring tourists to venture beyond the comfort zone and discover the richness of Thailand.

How do you envision the tourism landscape evolving between Thailand and India in the coming years?

Tourism between India and Thailand is evolving from short, familiar trips to more frequent and experience-led journeys. Sustainability and responsible tourism will increasingly shape the development of destinations and the design of experiences. Overall, the connection will be defined by trust, deeper cultural engagement, and longer stays by promoting emerging regions of Thailand, including Kanchanaburi, Ayutthaya, Chiang Mai, Hua Hin and more.

What significance do you think cultural exchange holds in strengthening tourism connections between Thailand and India?

Cultural exchange is the emotional backbone of Thailand and India's tourism relationship, shaped over centuries by shared beliefs, stories, and traditions. This familiarity is evident in everyday experiences ranging from food to faith. Thai cuisine has steadily grown in popularity throughout India, and Indian visitors to Thailand can easily find comforting Indian cuisine alongside local flavours. Another way to connect is through shared celebrations of light. Yi Peng and Diwali both use light as a powerful symbol of renewal and hope, though each festival is rooted in its own distinct cultural and spiritual traditions. Thai wellness traditions, rooted in centuries-old holistic healing practices, share philosophical roots with Ayurveda, making travel between the two cultures feel natural, welcoming, and enduring.

What specific strategies will you implement to promote Thailand as a top tourist destination in Western and Southern India?

We are collaborating with key tourism partners to increase trade engagement and access to Thailand through targeted outreach in several Indian cities, including roadshows and familiarisation programmes that highlight new destinations. Furthermore, we will focus on high-value segments such as weddings,

MICE, wellness, and family travel. We also want to continue attracting first-time visitors from tier 1 & tier 2 cities.

Airline partnerships will improve connectivity, while curated storytelling will reinforce sustainability and cultural immersion, boosting trade confidence, encouraging longer stays, and positioning Thailand as a high-quality, repeat travel destination

How will you utilise digital platforms to attract potential travellers in this area?

Today, digital platforms play an important role in reaching out to travellers, allowing us to highlight Thailand through targeted, experience-driven storytelling. They allow us to highlight niche segments, diverse travel experiences, and regions other than the usual gateways, allowing audiences to learn more about the destination. This approach tailors inspiration, making it more relevant and in line with how tourists plan and select their trips to Thailand. In addition, we are doubling our efforts to highlight the destination by closely collaborating with various OTA platforms.

What kind of campaigns or initiatives does TAT plan to launch in India to draw high-quality travellers?

The Tourism Authority of Thailand is focusing its India outreach on experience-led, high-value travel through its global campaign Healing is the New Luxury, which debuted at the World Travel Market 2025. The initiative positions Thailand as a destination that blends wellness with culture, nature, gastronomy, and lifestyle, turning well-being into meaningful, immersive experiences. It offers curated experiences for travellers seeking depth and personal enrichment, such as holistic retreats, local traditions, creative communities, and sustainable travel. This approach contributes to Thailand's overall strategy of shifting away from volume-driven tourism and towards long-term value through quality, balance, and purpose-led travel.

Thailand is renowned for its luxury tourism offerings. How do you intend to meet the rising demand for luxury travel from India?

We cater to India's growing demand for luxury travel by providing personalised, refined experiences that are deeply rooted in Thai culture. Our approach prioritises privacy, wellness, and personalised journeys, which are popular among Indian luxury travellers, particularly for weddings and special occasions. We collaborate with premium hospitality partners to create private stays, tailored wellness programmes, and nature-led experiences that reflect Thailand's craftsmanship and sense of place, while also incorporating sustainability into luxury travel in Thailand.

How will you address the increasing demand for wedding and honeymoon tourism from India?

Thailand has long been a popular destination for Indian weddings, and we are meeting rising demand by building on the solid foundation that exists. Every year, over 400 Indian weddings are held across the country, with world-class hotels, experienced planners, and vendors who understand the scale, traditions, and expectations of Indian celebrations. Easy air access, visa exemption, and proximity to India make travel simple for large groups, while Thailand's diverse range of venues and budgets ensures flexibility without sacrificing quality. Thailand offers end-to-end support, trusted expertise, and warm Thai hospitality, making it an ideal destination for both weddings and honeymoons. We also host wedding planners in Thailand to showcase the expansive infrastructure available for Indian weddings of every scale, including diverse venues, and vendor options.

What plans does TAT have to strengthen partnerships with Indian tour operators, travel agents, and other stakeholders to enhance Thailand's tourism?

This has been addressed through our continued focus on trade engagement, roadshows, familiarisation programmes, and long-term collaboration with Indian travel partners, as well as continued participation in large-scale trade shows such as the OTM and SATTE.