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The Tourism Authority of Thailand (TAT) has unveiled “The Year of Transformation” as Thailand’s strategic tourism direction for 2027, built around four strategic moves supporting “The Winning Goal 2027”. TAT targets tourism revenue growth of at least 5% over 2026, a 60:40 visitor distribution between major and emerging destinations, and a place among Asia’s top three destinations for traveller loyalty, working towards the goal of becoming “Asia’s No.1 High-Value & Meaningful Destination”.