TAT & Emirates host milt-cities roadshow in South Africa
South Africa Representative Image
The roadshows held from June 22 to 26, across Johannesburg, Durban, and Cape Town.
The Tourism Authority of Thailand (TAT) organised the Amazing Thailand Roadshow to South Africa 2026 from June 22 to 26, across Johannesburg, Durban, and Cape Town, with Emirates as key airline partner. The activity supported TAT’s quality-led long-haul market strategy by connecting Thai tourism sellers with South African travel companies, expanding trade networks, presenting updated tourism products, and stimulating demand for meaningful travel to Thailand.
The roadshow brought together 20 Thai tourism sellers for tabletop sales sessions, market briefings, product presentations, business matching, and networking activities. It aimed to create at least 1,800 business appointments, support new partnerships, and strengthen Thailand’s visibility among South African travel professionals as the market continues to show positive recovery and strong interest in long-haul travel.
Chiravadee Khunsub, TAT Deputy Governor for International Marketing – Europe, the Americas, the Middle East, and Africa, said, “South Africa is one of Thailand’s most valued long-haul markets in Africa, with travellers who show loyalty, curiosity, and strong interest in journeys combining beaches, city life, nature, culture, wellness, cuisine, and premium lifestyle experiences. Through this roadshow, TAT is deepening cooperation with South African travel partners, helping Thai sellers respond more closely to market demand, and working with Emirates to reinforce connectivity. These efforts align with TAT’s Value over Volume strategy and the newest global campaign, Unforgettable Experiences — Healing is the New Luxury, positioning Thailand as a destination for restorative, meaningful, and memorable travel.”
The Johannesburg session, held on June 22 at the NH Hotel Johannesburg, opened the programme with seller registration and a seller briefing, then welcomed buyers for Thailand product updates, an Emirates product presentation, and business matching. The session was attended by Kittipod Hongsombud, Minister, Royal Thai Embassy in Pretoria, South Africa, reflecting broader support for Thailand’s tourism engagement in the market.
The programme continued in Durban on June 24 at The Capital Pearls Durban and concludes in Cape Town on June 26 at InterContinental Table Bay Cape Town by IHG. Across all three cities, South African travel professionals received updated destination information, product knowledge, and direct access to Thai sellers, while networking activities created further opportunities for business development and future sales cooperation.
Emirates’ partnership supported TAT’s efforts to bring Thai tourism products closer to South African travellers and encourage stronger travel conversion from one of Africa’s leading outbound markets.
South Africa remains Thailand’s largest source market in Sub-Saharan Africa. In 2025, Thailand welcomed 72,418 South African visitors, up 6.61% year-on-year, while arrivals from Africa reached 196,984, up 17.96%. Early 2026 figures also showed continued momentum, with 8,912 arrivals from South Africa from 1 January to 28 February, up 4.72% year-on-year.
