The first Thailand Travel Mart Plus (TTM+) slated for Khon Kaen next year is meant to be a stepping stone for the Northeast and second-tier cities, lifting international visitor growth by 20% over two years thanks to new infrastructure and products.
The TTM+ 2027 will be the largest business opportunity for the city and the Northeast, said Nattiya Tantasook, president of the Tourism Council of Khon Kaen.
Khon Kaen never hosted such a large event, even though the city has numerous facilities such as hotels, an airport, malls, a convention centre, and Srinagarind Hospital to accommodate foreign tourists, she noted.
"Khon Kaen has several facilities similar to Bangkok that could attract both short- and long-stay foreigners," said Ms Nattiya.
She said this trade event is expected to put the region on the global tourism map.
Poppon Kasemsan Na Ayutthaya, chairman of the Federation of Thai Industries, Khon Kaen Chapter, said the city and Northeast Thailand should welcome 20% more arrivals after the event wraps next year.
TTM+ aims to showcase Khon Kaen's top products, including Isan food, silk, molam music, and Isan massage and wellness services. The event also helps to promote products and destinations in other Isan provinces, said Mr Poppon.
After the expansion of Srinagarind Hospital is finished in two years, it will be the second-largest hospital after Siriraj in Bangkok, with a focus on wellness and medical tourists, he noted.
According to the Tourism Authority of Thailand's (TAT) Khon Kaen office, Ad Lib Khon Kaen Hotel is already receiving booking requests from UK travel agents to inspect the hotel and the city after joining the TTM+ 2026 in Pattaya this week.
Juckrit Siripanich, president of the Khon Kaen Chamber of Commerce, said the lack of flights are a critical challenge for the city, though international flight slots can be increased.
Khon Kaen airport services only 1.8 million passengers per year, yet it has the capacity to accommodate 5 million.
Mr Juckrit said the city is talking with Da Nang, Vietnam, its sister city, about increasing direct flights. In the past, Khon Kaen offered direct flights to Luang Prabang.
The TAT is also encouraging more tourism operators to secure the green standard, which is crucial for foreign tourists, in order to host the event next year.
Amit Gilani, owner of travel agency TravelButler in Mumbai, said Indian tourists are already familiar with major Thai cities such as Bangkok and Phuket.
To promote new cities in the Northeast, the government and the TAT should invest in marketing, increasing new direct flights, and creating awareness among foreign operators as Indian tourists are also willing to explore fresh destinations as well.
According to the Tourism and Sports Ministry, Khon Kaen welcomed 4.9 million visitors in 2025, of which only 124,780 were foreigners. Isan recorded 51 million visitors, including 3.3 million foreigners.
