The Tourism Authority of Thailand (TAT), together with public and private sector partners, is presenting the Amazing Thailand Grand Sale 2026 from June to August, inviting Thai and international tourists to discover Thai brands, local identity, and creative tourism experiences under the concept Unforgettable Experience of Thai Brands.

Ms. Thanee Kiatphaibool, TAT Governor, said, The next value of Thai tourism will come from experiences travellers remember, share, and return to. Amazing Thailand Grand Sale 2026 is designed to make Thai brands a living expression of Thailand’s creativity, from fashion and craft to lifestyle and community products. When a purchase carries a story of place and people, it extends the journey beyond the trip and creates lasting value for Thailand.

The campaign turns Thailand’s seasonal shopping promotion into a broader travel experience, with curated privileges and activities that encourage visitors to explore products and services rooted in local character. TAT expects the campaign to support Thai entrepreneurs, strengthen spending across the visitor journey, and generate more than 700 billion Baht in economic circulation.

The press launch featured a panel on the campaign’s Thai brand experience direction, with Mr. Natt Krutetsut, TAT Deputy Governor for Tourism Products and Business; Ms. Kanchana Chanathephon, founder of BWILD ISAN, a contemporary fashion and lifestyle brand based in Khon Kaen; and Ms. Priyada Sitthachai, known as Kaem-Bum, actor and traveller representative.

Mr. Natt Krutetsut, TAT Deputy Governor for Tourism Products and Business, said, This year, Amazing Thailand Grand Sale moves beyond discounts to focus on the quality of experience. Travellers are looking for products, places, and stories that feel distinctive to the country they visit. By linking shopping, dining, accommodation, and local experiences, the campaign makes Thai brands easier to discover and gives visitors more reasons to spend time in destinations across Thailand.

Amazing Thailand Grand Sale 2026 features four main activities for travellers and participating businesses. Go Shop Get Bag allows travellers spending 2,000 Baht or more per receipt at participating businesses to register online and redeem a shopping bag at designated points. Once Shop One Prize gives registered shoppers the chance to win prizes, including an electric vehicle and travel packages worth more than 1 million Baht in total. Shop On Top offers 10 limited-edition Thai brand prizes worth more than 200,000 Baht in total for shoppers who record their purchases online. Top Seller recognises participating businesses that achieve campaign sales targets, with Diamond, Gold, Silver, and Bronze awards based on accumulated sales of 10 million Baht, 5 million Baht, 3 million Baht, and 500,000 Baht respectively.

Travellers can also receive privileges and discount codes through the campaign website for immediate use at participating shopping centres, department stores, duty-free retailers, credit card providers, an online shopping platform, hotels, resorts, and spas.

Participating businesses include Central Group, The Mall Group, Siam Piwat, One Bangkok, MBK Center, Pantip at Ngamwongwan, MAYA Lifestyle Shopping Center, Diana Complex, Jungceylon, Terminal 21, Asiatique The Riverfront, King Power Duty Free, CP Axtra, Gateway Ekamai, Lasalle Avenue, Phoenix Pratunam, Mastercard, Visa Thailand, UnionPay, Shopee, Sri panwa Phuket Luxury Pool Villa Hotel, Baba Beach Club Hua Hin, The Sukosol Bangkok, The Nimman Hotel, AVA Hotel Udon Thani, Away Chiang Mai Thae Resort, and Fah Lanna Spa.

Travellers can find campaign details, activities, and privileges at or contact LINE Official Account: @thailandgrandsale.

Air India, India’s leading global airline, and Thai Airways International (THAI), Thailand’s national carrier, have signed a Memorandum of Understanding (MoU) building on their existing interline agreement, to explore a deeper partnership aimed at boosting connectivity between Thailand, India, and destinations beyond, leveraging each other’s global network strengths.

The MoU was signed on 07 June 2026 on the sidelines of the ongoing IATA AGM in Rio de Jeneiro, Brazil.

Air India and THAI intend to enter into a codeshare agreement in 2026, subject to the requisite regulatory provals, designed to expand travel options for travellers between India and Thailand and deliver enhanced customer value across their respective networks.

The two Star Alliance member carriers intend to place their respective designator codes (‘AI’ for Air India and ‘TG’ for THAI) on each other’s flights between India and Thailand as well as on select international routes from the two countries, providing their customers with convenient access to several destinations across Asia, North America, and Europe. The specific terms governing the proposed codeshare agreement will be announced in due course.

Campbell Wilson, Chief Executive Officer & Managing Director, Air India, said: India and Thailand are connected by longstanding cultural ties, growing economic engagement, and strong flows of tourism and business travel. As Asia reinforces its position at the centre of global growth, deeper collaboration between leading airlines will be key to enabling that growth by making travel more seamless and accessible. This MoU with Thai Airways brings together two carriers with complementary strengths and a shared commitment to service excellence. It also supports Air India’s broader ambition to strengthen India’s connectivity with the world, offering our customers more choice and greater value.

Chai Eamsiri, Chief Executive Officer, THAI, stated: The MoU with Air India marks a meaningful milestone in our strategy to strengthen the regional connectivity and better serve to passengers traveling between Thailand, India and destination beyond. It also reflects the shared commitment of both airlines to supporting economic growth, promoting people-to-people exchanges, while contributing to broader cooperation between the two countries.

AEGEAN and Icelandair have signed a Memorandum of Understanding (MoU) for a codeshare partnership, aiming to boost the connectivity between Greece and Iceland and expand the travel options of their passengers.

This partnership will allow passengers to travel across the AEGEAN and Icelandair networks under a single booking, enjoying a seamless travel experience. Icelandair passengers will gain access to destinations across Greece, while AEGEAN passengers will be able to travel to Iceland. Additional details regarding the codeshare routes will be provided in due course.

The MoU was signed on the sidelines of the 82nd IATA AGM, held in Rio de Janeiro.

Michalis Kouveliotis, Deputy CEO of AEGEAN, commented: Our partnership with Icelandair creates new connectivity opportunities between Greece and Iceland, further expanding the options we offer to our passengers. Through this partnership, passengers of both airlines will have access to more destinations via seamless connections and a unified travel experience.

Bogi Nils Bogason, President and CEO of Icelandair, commented: We are excited to announce our strategic partnership with AEGEAN, opening opportunities for our passengers traveling between Greece and Iceland. We welcome AEGEAN as a valued partner and look forward to working together to make the journeys of our passengers smooth and enjoyable.

The agreement is part of AEGEAN’s strategy for the continuous boost of its network connectivity, expanding its presence in markets with growing tourism interest.

For decades, outbound travel from India was largely centred around destinations—visiting iconic landmarks, ticking countries off bucket lists and pursuing traditional sightseeing itineraries. Today, that model is ridly evolving.

A growing segment of Indian travellers is increasingly planning trips around experiences rather than destinations, with music festivals, cultural gatherings, sporting events and community-led travel formats emerging as major drivers of outbound tourism. According to industry stakeholders, travellers are no longer asking where they should go, but what they want to experience once they get there.

This shift has created opportunities for specialised travel companies such as Revel Travels, a Bengaluru-headquartered travel company founded in 2002, with a growing focus on experiential and event-led travelwhich has evolved from a traditional travel services provider into a curator of experiential and event-led journeys, including travel programmes around some of the world’s largest music festivals.

Speaking about changing traveller preferences, Sahil Wahid, Director of Revel Travels, said demand for music and cultural tourism has expanded significantly over the past few years.

Revel has built a strong portfolio of global experiential projects, including its role as the official travel partner for Tomorrowland and UNTOLD, two of the world’s most iconic music festivals. In addition, the company has developed curated travel programs around international festivals, luxury yacht experiences, and bespoke group itineraries inspired by formats like Yacht Week —designed for travellers seeking community, exclusivity, and once-in-a-lifetime moments.

We’ve moved from travellers checking off bucket-list destinations to people travelling repeatedly, specifically for music festivals, Wahid said. While festivals continue to have massive peal, we’re also seeing growing demand for smaller, more intimate events that offer a stronger sense of community and connection.

Festivals become travel anchors

This trend mirrors broader global tourism shifts, where experiences increasingly influence destination choice.

Large-scale events such as music festivals have become tourism catalysts, encouraging travellers to extend stays, explore local culture and engage with destinations in ways traditional sightseeing often does not.

According to Wahid, Indian travellers are increasingly seeking curated, immersive experiences that combine world-class entertainment with exclusivity and cultural engagement.

The evolved Indian traveller is seeking experiences that feel personal and curated. They’re not just attending once—they’re returning year after year because they’re chasing a particular feeling and sense of belonging, he said.

Managing travel at scale

The growing popularity of event-led tourism has also introduced new operational complexities.

Managing travel for large international events involves far more than booking flights and accommodation. It requires coordinating visas, transportation, local logistics and contingency planning for hundreds of travellers simultaneously.

Wahid said unexpected disruptions remain one of the biggest challenges in the business.

A sudden road closure can mean reorganising transport plans for hundreds of guests. Passport issues, last-minute visa rejections and unforeseen operational disruptions are realities that require dedicated systems and rid response mechanisms, he said.

At the same time, scale creates significant advantages. Strong relationships with hotels, airlines and local operators allow travel companies to negotiate better access and deliver experiences that may not be available to individual travellers booking independently.

Reading travel trends before they emerge

One of the defining characteristics of experiential travel is its ability to evolve quickly.

Unlike traditional tourism products that may remain stable for years, experiential travel is heavily influenced by cultural shifts, consumer behaviour and emerging communities.

Wahid believes staying ahead of trends requires direct engagement with the experiences themselves.

We’re not sitting in an office analysing spreadsheets. We’re attending events, travelling, speaking with fellow travellers and understanding what people are looking for before those trends become mainstream, he said.

This hands-on proach has helped identify growing demand for boutique festivals and niche experiences that peal to travellers seeking more meaningful interactions and smaller communities.

Luxury becomes more personal

The evolution of experiential travel is also influencing the luxury segment.

Traditionally associated with premium hotels, first-class flights and exclusive amenities, luxury travel is increasingly being defined by access, personalisation and community.

Wahid pointed to growing interest in formats such as yacht-based travel experiences, where travellers seek not only high-end settings but also opportunities to connect with like-minded individuals.

According to him, community-based luxury travel is likely to become a major growth segment in India over the coming decade.

Today’s traveller doesn’t just want to be in a beautiful destination. They want to be there with the right people, sharing the right experiences and creating meaningful connections, he said.

He added that the growing preference for experience-first travel reflects a broader shift in consumer priorities, where memories and personal stories are increasingly valued over material purchases.

A changing outbound travel landsce

For the travel industry, the rise of music tourism, cultural travel and community-led experiences signals an important evolution in outbound travel demand.

As Indian travellers become more experienced and globally connected, destinations alone may no longer be sufficient to drive travel decisions. Instead, festivals, events, cultural immersion and curated communities are emerging as the new motivators for travel.

The trend also highlights how outbound tourism is becoming increasingly experience-driven, with travellers seeking not just places to visit, but moments to participate in and stories to take home.

For travel companies, that shift could redefine how future journeys are designed, marketed and sold.

On 2 June, Atout France was pleased to unveil the 2026 collection of France’s Palace hotels, an exclusive selection of properties that embody the excellence of French expertise in hospitality. This prestigious distinction, above five star, was re-awarded for the first time in seven years. Recognized for the unique experiences they offer their guests, these flagship establishments of French hospitality now total 33, including six new additions for 2026.

In 2025, Atout France agreed the members of the Palace commission on several occasions to review the plications from establishments seeking renewal of their Palace distinction, valid for three years.

Earlier this year, the Commission also examined plications from new hotels that never previously obtained the distinction.

Following the various review sessions, and upon recommendation of the Commission, Serge Pin, Minister for Small and Medium-Sized Enterprises, Commerce, Craft Industries, Tourism and Consumer Affairs, officially awarded the Palace distinction.

As a result, 27 establishments have had their Palace distinction renewed, whilst six new establishments have joined the very exclusive circle of France’s Palace hotels for the first time.

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France now has 33 establishments officially designated as ‘Palaces’:

PARIS

Bvlgari Hotel Paris (new for 2026)
Cheval Blanc Paris (new for 2026)
Fouquet’s Paris (new for 2026)
Four Seasons Hotel George V
Hôtel de Crillon, A Rosewood Hotel
Hotel Plaza Athénée, Dorchester Collection Paris
La Réserve Paris – Hotel and Spa
The Bristol Paris
Le Meurice, Dorchester Collection Paris
Mandarin Oriental Lutetia Paris
Royal Monceau – Raffles Paris
Shangri-La Paris
The Peninsula Paris
ALPS

Airelles Courchevel, Les Airelles – Courchevel
Cheval Blanc Courchevel – Courchevel
Fouquet’s Courchevel – Courchevel
Four Seasons Resort Megève – Megève (new for 2026)
Royal Hotel – Evian-Les-Bains
L’ogée Courchevel – Courchevel
The K2 Palace – Courchevel
FRENCH RIVIERA – SOUTH-EAST

Airelles Gordes, La Bastide – Gordes
Cranberries Saint-Tropez, Château de la Messardière – Saint-Tropez
Château Saint-Martin & Spa – Vence
Cheval Blanc St-Tropez – Saint-Tropez
Grand-Hôtel du C-Ferrat, A Four Seasons Hotel – Saint-Jean-C-Ferrat
Hotel du C-Eden-Roc – Antibes
Hotel Martinez Cannes – Cannes (new for 2026)
La Réserve Ramatuelle Hotel, Spa & Villas – Ramatuelle
Villa La Coste – Le Puy-Sainte-Réparade
SOUTH-WEST

Eugénie’s Meadows – Eugénie-Les-Bains
The Sources of Caudalie – Martillac
EAST

Royal Champagne Hotel & Spa – Champillon (new for 2026)

FRENCH OVERSEAS TERRITORIES

Cheval Blanc St-Barth Isle de France – Saint-Barthélemy

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Serge Pin, Minister for Small and Medium-Sized Enterprises, Commerce, Craft Industries, Tourism and Consumer Affairs, comments : If France is a must-visit tourist destination for everyone, it is also thanks to the excellence of French hospitality, a fact once again recognized this year by the Palace distinction. We can take pride in seeing our country shine through its expertise. Behind all these prestigious establishments are teams that do incredibly demanding work and whose attention to detail is truly remarkable: to these women and men, I want to say well done. You can be proud of yourselves!

KEY FACTS

The Palace distinction was created in 2010 to showcase France’s most exceptional hotels, a hallmark of the country’s unique hospitality offering. It recognizes, among five-star establishments, those whose outstanding location, historical, aesthetic and/or heritage value, as well as their excellence in service and amenities, place them among the finest properties in French hospitality.

The Palace distinction is an official category, recognized and regulated by the French State. Based on highly demanding and specific criteria, it forms an integral part of France’s proactive policy to promote excellence in tourism. The distinction is awarded for a period of three years following a rigorous assessment process: an initial review conducted by Atout France, followed by an evaluation phase—including site inspections and a hearing before a commission composed of leading figures from the hospitality and luxury sectors, pointed by the Minister responsible for Tourism.

The Palace distinction also provides an opportunity to promote these exceptional properties on the international stage, contributing to the global peal and prestige of Destination France.