The Tourism Authority of Thailand (TAT) has officially appointed Ms. Nattachit Oonsiam as the new Director of its Mumbai Office, with the announcement made during an exclusive event at The Leela Turf Ballroom, The Leela Hotel, Andheri East, on Tuesday, June 19. The new director brings 20 years of experience in international marketing and regional strategy to her role, and will be instrumental in encouraging Indian travellers to visit Thailand, especially from high potential markets including Maharashtra, Gujarat, Madhya Pradesh, Karnataka and Tamil Nadu. This move came at a time when Thailand is exploring new niches in tourism as well as rising potential to attract travellers from India through marketing campaigns that are tailored and creating enriched travel experiences.

TAT has announced the appointment of Nattachit Oonsiam as Director of the TAT Mumbai Office in recognition of its strong presence in the Indian travel market. The lead role is part of TAT’s efforts to boost tourism marketing in Thailand and forge greater cooperation with the Western and Southern India market. Some of these markets, Maharashtra, Gujarat, Madhya Pradesh, Karnataka and Tamil Nadu, are key indicators of the Indian travellers going to Thailand and this appointment is aimed at significant increase in the tourism volume from India.

In her role as the Mumbai Office director, Oonsiam is responsible for managing destination marketing campaigns in India, online communication and cooperation with key trade stakeholders. Under his guidance, fresh impetus is expected to be given towards drawing high-spend Indian tourists especially in niche sectors such as wellness luxury, culinary tourism family travel and weddings.

Oonsiam, an industry veteran with a seasoned background in international marketing and regional strategy will help the Tourism Authority of Thailand to custom create experiences which facilitate the Indian Traveller who is constantly seeking unique and personalised Thai itineraries.

New Appointment to Strengthen Destination Marketing

Oonsiam, a seasoned tourism professional with nearly two decades of experience within TAT, will be leading the charge in promoting Thailand as a top travel destination for Indians. His deep understanding of Indian travellers, developed during his previous roles in the ASEAN, South Asia, and South Pacific Marketing Division, makes him uniquely suited for this position.

Having started his career at TAT in 2007 as Secretary to the Governor, Oonsiam has worked across various global divisions within the organization. This broad exposure has equipped him with a comprehensive understanding of international travel markets, ensuring that his strategies for India are both localized and globally relevant.

Strategic Focus Areas: Destination Diversification and Niche Tourism Segments

Under Oonsiam’s leadership, Thailand aims to tap into diverse segments of the Indian market, which has shown increasing interest in premium and specialized travel experiences. His efforts will focus on several strategic areas, including destination diversification, digital engagement, and positioning Thailand as a hub for luxury, wellness, weddings, culinary, and family travel.

1. Luxury and Wellness Tourism:
India’s growing middle and upper-middle-class segments are increasingly seeking luxury travel experiences. Oonsiam’s role will include developing targeted marketing strategies for high-end travellers, positioning Thailand as a destination that offers world-class luxury resorts, wellness retreats, and bespoke travel experiences.

2. Wedding and Family Tourism:
Thailand’s unique cultural offerings, stunning natural landscapes, and excellent hospitality make it an ideal destination for Indian weddings and family vacations. The Tourism Authority of Thailand plans to enhance its presence in these sectors by creating tailored travel packages that cater to Indian families and wedding planners seeking exotic, culturally rich experiences.

3. Culinary Tourism:
As food plays a central role in Indian culture, culinary tourism is becoming a significant segment for Thailand. Oonsiam will oversee marketing initiatives that highlight Thailand’s rich culinary offerings, from street food to fine dining, in order to attract Indian tourists who wish to experience Thailand’s gastronomy firsthand.

4. Digital Outreach:
In line with global trends, Thailand is increasingly focusing on digital platforms to engage with potential travellers. Oonsiam will spearhead digital campaigns and social media outreach initiatives aimed at the tech-savvy Indian traveller, ensuring that Thailand’s tourism message reaches a broader audience through modern communication channels.

Targeting Key Indian States: Maharashtra, Gujarat, Madhya Pradesh, Karnataka, and Tamil Nadu

The appointment of Oonsiam as the Director of TAT’s Mumbai Office comes at a time when India’s outbound travel market is recovering and expanding. Specifically, the regions of Western and Southern India, including Maharashtra, Gujarat, Madhya Pradesh, Karnataka, and Tamil Nadu, hold enormous potential for Thailand’s tourism sector. These regions contribute significantly to the number of Indian tourists visiting Thailand each year.

Maharashtra continues to be a leading source of outbound tourism, with Mumbai serving as India’s economic center and a key gateway for global travel. Oonsiam will focus on enhancing partnerships with travel agents, airlines, and tourism operators in the state to attract more tourists to Thailand’s beaches, cultural sites, and adventure tourism offerings.

Gujarat, with its large and affluent population, also presents a significant opportunity for Thailand’s tourism sector. Gujaratis have long been known for their travel enthusiasm, with many seeking international destinations that offer both cultural experiences and luxury. Oonsiam’s strategy will include creating bespoke packages that appeal to Gujarat’s high-net-worth individuals and families.

Madhya Pradesh, though not traditionally known as a major outbound travel market, is showing increasing potential for international tourism. With growing interest in Thailand’s nature-based and adventure tourism experiences, Oonsiam will work to create awareness of Thailand’s natural beauty, including its beaches, mountains, and cultural heritage sites.

Karnataka, home to Bengaluru, one of India’s largest and most vibrant cities, presents a thriving market for digital-savvy and tech-focused travellers. Oonsiam’s initiatives will target tech professionals and families looking for unique travel experiences in Thailand, including wellness retreats and family-friendly resorts.

Tamil Nadu, with its rich cultural heritage and high rate of outbound travellers, represents a crucial market for Thailand. Oonsiam will aim to position Thailand’s cultural offerings, such as its temples and historical sites, as complementary to Tamil Nadu’s interests in art, culture, and history.

Reinforcing Thailand’s Commitment to Indian Tourists

Oonsiam’s appointment signals Thailand’s long-term commitment to attracting high-quality tourists from India. The Indian market continues to show robust growth, with increasing demand for both leisure and business travel. In response, TAT is focusing on enhancing air connectivity between India and Thailand, making it easier for Indian tourists to visit Thailand through multiple direct flight routes.

Beyond transportation, Thailand is focused on offering bespoke experiences tailored to Indian tastes, ensuring that every traveller—from solo adventurers to families—finds something that resonates with them. Thailand is also reinforcing its position as a safe, accessible, and vibrant destination for Indian travellers, with promotions aimed at ensuring seamless travel experiences.

Thailand’s Strategic Marketing Campaigns for India

In addition to focusing on destination diversification, Oonsiam will also play a key role in launching marketing campaigns that highlight Thailand’s unique attractions. From its bustling cities and tranquil islands to its rich cultural heritage, Thailand offers a vast array of travel experiences that cater to different tastes and preferences. Oonsiam will work to ensure that these campaigns are effectively promoted through digital channels, including social media platforms like Instagram, Facebook, and Twitter, as well as through strategic partnerships with travel influencers and bloggers.

These marketing initiatives will target high-value segments such as honeymooners, medical tourists seeking wellness retreats, and corporate groups interested in incentive travel and meetings. Thailand is also investing in collaborations with Indian travel agencies and airlines to create attractive packages that combine cultural, adventure, and luxury travel experiences.

In an endeavor to further strengthen its foothold in the Indian travel market, The Tourism Authority of Thailand has appointed Nattachit Oonsiam as the Director of TAT Office for India, addressing one of the most important markets for Thailand. Oonsiam with his rich experience in tourism promotion and regional strategy – would be focusing on developing specific niche travel segments to attract more Indian tourists, drive growth through digital marketing strategies, and establishing strategic partnerships across the key regions within India.

In an effort to boost tourism arrivals and promote stronger rapport with travel trade partners in Western and Southern India, the Tourism Authority of Thailand (TAT) has recently appointed Mr. Nattachit Oonsiam as its Director of the TAT Mumbai Office. Mirroring the feelings, Bhatia stated his vast experience in regional strategy would assist drive Thailand’s myriad offerings — from culture to adventure and MICE – throughout India’s key markets of Maharashtra, Gujarat and Tamil Nadu.

This new leadership is in a great position of opportunity and Thailand can become less monolithic in the marketplace welcoming a 2nd generation wave of quality travellers from India, one its most important inbound tourism markets. This Guru will play a crucial role in shaping the destiny of Thai tourism and ensure its sustained triumph amidst the dynamic travel environment that India represents, as Thailand gears up with more investments into its hospitality infrastructure and destination marketing.