The Tourism Authority of Thailand (TAT) continues to make its presence felt among its regional neighbours through its pavilion at this year’s ASEAN Travel Exchange (TRAVEX). TRAVEX is part of the ASEAN Tourism Forum (ATF) 2026, running from 28th to 30th January in the central Philippine province of Cebu. TAT’s participation at the event underscores its home country’s strategic focus on high-value tourism, sustainability, and strengthened regional cooperation across ASEAN. According to TAT governor Thapanee Kiatphaibool: “ATF 2026 enables Thailand to strengthen regional collaboration while setting a clear direction towards quality-led, sustainable tourism. The forum remains ASEAN’s principal platform for tourism policy alignment and industry collaboration.