Thailand is shifting its tourism focus from quantity to quality, emphasizing sustainable and culturally rich experiences, this includes initiatives like promoting wellness tourism, expanding cultural tourism to lesser - known areas, and developing luxury train travel services. The goal is to enhance the overall visitor experience while minimizing negative impacts on the environment and local communities, prioritizing a tourism of quality.
TAT, the Tourism Authority of Thailand has unveiled its strategic direction, charting bold tourism course for 2026 with focus on value over volume.Under the slogan “Value is the New Voloume” the South East Asian country marks a pivotal shift toward quality, sustainability and emotional storytelling as core pillars of Thailand’s tourism future.
TAT Governor Thapanee Kiaphaibool spoke at the TAT Strategic Direction 2026 press conference which took place at Queen Sirikit National Convention Center located in central Bangkok,shared that 2026 marks the beginning of a fundamental shift towards “The New Thailand”, where tourism success is defined by value, not volume.
Thailand will emphasise quality, balance, and long - term growth rooted in genuine experiences for visitors and tangible benefits for Thai communities and the strategy rests on four pillars such as :
• Prioritising value over volume
• Balancing tourism flows across regions and seasons
• Advancing creative, thematic tourism
• Embedding sustainability as a sector - wide standard
To achieve that, the Tourism Authority of Thailand is sharpening its global focus across key - high potential including millennials, gen Z, luxury travellers, and the health and wellness market.
Markets will be prioritised through a three - tier framework, with flagship campaign targeting China, India, the Middle East and the United States.
Trusted Thailand, a new safety stamp launched in August is like a symbol to reinforce confidence in Thai tourism. Soft power will be a central force, with cultural assets like Thai food, fashion, spirituality, and festivals featured through the “Healing is the New Luxury campaign”.
In addition Tomorrowland Thailand 2026, Asia’s first edition of the iconic music festival will headline the global events strategy, alongside the Maha Songkran World Water Festival and SEA Games 2025.
Tourism Authority of Thailand also led the sector’s shift toward sustainability and on 21st July 2025, it signed a landmark letter of intent with 20 public - private partners to accelerate the Sustainable Tourism Goals by 2030.
TAT Governor affirmed that as Thailand moves toward becoming a top - 10 global tourism economy, the Tourism Authority is setting a course that prioritses stewardship of national natural resources, genuine community benefit, and long – term resilience.
In addition Thailand Tourism Authority is diving ever deeper into its target segments, looking closely at the segmentation of each market to match each one’s unique needs with Thailand’s product offerings.
Thailand’s Minister of Tourism and Sports, Sorawong Thienthong also highlighted the crucial role of the country’s global tourism network stating that being a true salesperson for Thai tourism is not just about promoting the country products or activities. Once you take the role, especially in an international market, it demands relentless effort.
The Minister encouraged the Thailand Tourism Authority’s overseas office to adopt a more proactive and collaborative approach in promoting the country on the global stage stating the each of the TAT offices across the globe must actively sell Thailand’s identity and draw in international visitors and this can not be done alone, collaboration with every relevant government agency is essential.
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