Tourexpi
Presented
at the Queen Sirikit National Convention Centre, the strategy aims to position
Thailand among the world’s top 10 tourism economies. It is built around five
key pillars: New Customers, New Products, New Partnerships, New Marketing
Strategies, and New Performance Metrics—supported by a government-approved
4.5-billion-Baht budget for 22 initiatives.
Minister
of Tourism and Sports Sorawong Thienthong highlighted Thailand’s resilience,
having welcomed over 18 million visitors so far in 2025. He emphasised a shift
from mass tourism to trust, inclusivity, and long-term value.
TAT
Governor Thapanee Kiatphaibool described the new approach as a paradigm shift:
prioritising quality over quantity, promoting regional balance, thematic and
creative tourism, and embedding sustainability. The strategy focuses on
emotional storytelling, soft power, and data-driven campaigns to engage
travellers more deeply.
TAT
will target key segments such as Millennials, Gen Z, luxury travellers, and
wellness seekers. Market efforts will focus on rebuilding safety perceptions in
core markets like China, and expanding reach in regions such as India, Japan,
the US, and Europe. Markets like Scandinavia and the Middle East will be
approached with tailored offers around wellness, culture, and long stays.
Domestic
tourism will also be reimagined through the “Grand Moment” concept, promoting
deeper emotional connections, year-round travel, and benefits for local
communities. Campaigns will highlight each region’s unique strengths—from music
and gastronomy to tradition and nature.
TAT
plans to elevate tourism products through identity, innovation, and
inclusivity. Focus areas include wellness retreats, spiritual tourism, solo and
LGBTQ+ travel, cinematic routes, and the “5 Must-Do” soft power experiences.
All offerings will be co-developed with local communities and the private
sector.
New
travel options—like themed trains, Mekong cruises, and private air travel—will
enhance regional connectivity. Flagship certifications and the Trusted Thailand
stamp launching in August will guarantee high standards of safety and service.
Festivals
and events will play a key role in TAT’s International Festival Focus strategy.
Highlights include the Maha Loy Krathong, Songkran World Water Festival, the
Amazing Thailand Countdown, and Tomorrowland Thailand 2026—the first full-scale
edition of the festival in Asia. Major sports events such as the SEA Games and
the Amazing Thailand Marathon will position Thailand as a global sports hub.
Cultural
heritage will be spotlighted globally through events like the Nakhon Phanom
Fire Boat Festival, Ubon Ratchathani Candle Procession, and Sakon Nakhon’s
Christmas Star Parade.
“In
2026, success will not be measured by volume alone,” said Thapanee. “It will be
defined by value, sustainability, stakeholder satisfaction, and Thailand’s
global standing as a purposeful, high-quality tourism destination.”
Image
Credit: © TAT
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