The Tourism Authority of Thailand starts its 2027 marketing plan in October, targeting Japanese visitors with wellness, traditional spa and massage products and 140 historical and cultural routes tied to the 140th anniversary of Thai-Japanese relations. Average spend per Japanese trip is targeted to rise from 40,400 baht to 42,000-44,000 baht. TAT is urging tour operators to sell premium or wellness retreat packages with higher margins rather than compete on price. Weak yen is pulling Japanese travellers toward Taiwan, South Korea and Vietnam, so Japan-focused businesses should plan for softer seat capacity and tighter pricing.