Thailand Strengthens Norway Tourism Links With Wellness Experiences and Hidden Destinations in Oslo

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Thailands tourism tie-up with Norway is on the rise, as TAT shares alternative tourism products of Oslo to enhance Norway’s tourism offering. With the goal to extend the visiting season of Thai tourism, TAT held the trade and media event “Thailand Beyond the Familiar” on September 8, to present recently developed tourism products and services in Oslo, and expect continuous growth in visits until 2027.

The networking event connected Thailand’s tourism representatives with 50 participants from tour operators, travel agencies, online travel agencies, airlines and media organisations across Norway. The Thai delegation was led by Mrs. Chiravadee Khunsub, TAT Deputy Governor for International Marketing – Europe, the Americas, the Middle East and Africa, alongside Mrs. Paslin Sawetrat, Director of the TAT Stockholm Office.

The event was also attended by Mr. Jaturon Phakdeewanit, Director-General of the Department of Tourism under the Ministry of Tourism and Sports and Member of the TAT Board of Directors, together with General Suphamanas Pharop, highlighting Thailand’s continued efforts to strengthen international tourism cooperation and expand market opportunities in Europe.

Mrs. Chiravadee said, “TAT’s long-haul strategy for 2027 is focused on growing quality demand by giving travellers more incentive to choose Thailand year-round. In Norway, this means expanding the itinerary beyond familiar destinations through wellness, culture, gastronomy and local experiences. By working closely with airlines and travel trade partners, we aim to convert strong interest in Thailand into bookings, longer stays and increase tourism revenue across the country.”

Mrs. Paslin introduced a range of tourism products designed for key traveller segments across the Nordic and Baltic markets under the theme “Thailand Beyond the Familiar”. The 2027 strategy focuses on two major areas: encouraging visitors to explore lesser-known destinations and reinforcing Thailand’s growing reputation as a leading health and wellness tourism destination.

For wellness-focused travellers, RXV Wellness Village Sampran in Nakhon Pathom was highlighted as a flexible addition to existing travel itineraries. The facility combines medical services, physiotherapy, sports medicine and traditional as well as alternative wellness practices, allowing travel partners to create customised programmes for visitors seeking health, recovery and wellbeing experiences.

The presentation also showcased destinations beyond Thailand’s well-known tourism routes. In the south, Nakhon Si Thammarat was presented as a destination offering rich history, cultural heritage, authentic local lifestyles and peaceful coastal experiences suitable for longer stays. Other highlighted activities included mangrove exploration, Phuket Old Town experiences combined with local gastronomy, and immersive journeys through communities and natural landscapes.

Northeast Thailand was also featured as a region offering slower-paced and authentic travel experiences centred around local markets, regional cuisine, riverside communities and everyday cultural life. The region’s year-round festivals and traditional celebrations provide opportunities for travel businesses to develop seasonal packages and introduce visitors to different aspects of Thai culture.

The Oslo event further strengthened destination storytelling through personal travel experiences shared by Norwegian and Swedish influencers Merete Moen and Towe Ahlin, who presented their impressions of Thailand. The programme concluded with a Thai culinary experience prepared by Chef Terje Ommundsen, highlighting food as another important element of Thailand’s tourism appeal.

Norwegian international travel demand remains resilient, although travellers are increasingly making bookings closer to their departure dates. To support stronger visitor conversion, TAT is working closely with airlines and travel industry partners to maintain Thailand’s visibility throughout the decision-making journey. Direct air connectivity continues to support this strategy, with Thai Airways International operating daily Oslo–Bangkok flights and Norse Atlantic Airways offering seasonal services to Bangkok and Phuket, alongside additional connections from other Nordic markets.

Long-haul visitors continue to play a significant role in Thailand’s tourism performance. In 2025, Thailand recorded 10.8 million long-haul arrivals, representing a 10.6 per cent year-on-year increase, while generating 685 billion Baht in tourism revenue, up 13.6 per cent. Between January and August 2026, long-haul arrivals reached 6.88 million, although numbers declined by 1.44 per cent as international travel patterns were influenced by economic conditions, geopolitical uncertainty and changing consumer behaviour.

Scandinavian markets remain an important source of visitors for Thailand, with Norway continuing to show strong potential. In 2025, Thailand welcomed more than 123,000 Norwegian travellers. Norwegian visitors recorded an average stay of 19 days and contributed over 8.835 billion Baht in tourism revenue. Average spending reached 71,985 Baht per person per trip, placing Norway among the top European long-haul markets in terms of visitor expenditure in Thailand.