Thailand sets five tourism priorities for 2027 with focus on higher-value travel - Get updated on what's happening in tourism!

Thailand has outlined five priorities for tourism product development in 2027, placing greater emphasis on visitor experiences, regional destinations and the economic benefits generated by tourism. The Tourism Authority of Thailand (TAT) presented the strategy at its Thailand Nextperience event in Bangkok on 20 October, setting out plans to develop new travel products for domestic and international markets.

The programme forms part of Thailand's tourism strategy for 2027, designated The Year of Transformation. Under the guiding principle of Value over Volume, TAT aims to strengthen the country's position as a destination offering meaningful, higher-value experiences rather than focusing primarily on increasing visitor numbers. The authority is targeting tourism revenue growth of at least 5% in 2027.

The five priorities cover wellness and longevity tourism, festivals and events, creative tourism, sustainable and regenerative travel, and quality assurance. Through its Transform Together strategy, TAT intends to connect tourism businesses, local communities and industry partners in developing products that reflect Thailand's cultural diversity, natural resources and regional characteristics. The initiative also includes cooperation under the Amazing 5 Economy framework and Partnership 360 approach.

Wellness and festivals drive product development

Wellness and longevity tourism is one of the central elements of the new strategy. Under the theme Healing is the New Luxury, Thailand aims to strengthen its international position as a destination for healthcare, recovery and wellbeing.

TAT has divided this segment into three categories. Heal Better focuses on medical treatment and recovery, Live Longer addresses preventive healthcare and longevity, while Feel Better combines physical and mental wellbeing with nature, sport and traditional Thai practices.

The programme brings together medical institutions, hotels, spas, gastronomy and local communities. Examples include the Siriraj Sappaya Sathan traditional Thai medicine centre and The Wave of Healing, a surf therapy activity in Phang-nga.

Festivals form the second priority. Through its 365 Days of Celebration concept, TAT intends to encourage travel throughout the year, using cultural events, music, sporting competitions and night-time experiences to attract visitors.

The programme includes international events such as Tomorrowland Thailand, EDC Thailand, S2O and Wonderfruit, alongside Pride Month, VIJITR Thailand and the Amazing Thailand Marathon.

Regional traditions are also receiving greater attention. The Ubon Ratchathani Candle Festival, Nakhon Phanom Illuminated Boat Procession and Sakon Nakhon Christmas Star Parade have been designated signature events intended to attract visitors beyond Thailand's established tourism centres.

Creative tourism connects visitors with local culture

The third priority focuses on turning Thailand's cultural heritage, craftsmanship and everyday traditions into participatory travel experiences.

TAT has developed three product groups within this segment. Meaningful Love Journey includes 55 tourism products and four routes designed for couples and honeymooners, covering spiritual, cultural, nature-based, wellness and everyday romantic experiences.

Soul of Siam concentrates on premium cultural experiences associated with Thai craftsmanship. Its themes include gemstones and jewellery, textiles, traditional handicrafts and contemporary art.

The third programme, Creatrip Thailand, encourages visitors to engage directly with local creativity through workshops, gastronomy, art and community activities. Its five concepts range from neighbourhood art and craft experiences to regional food culture and encounters with local communities.

For international tour operators, these programmes offer opportunities to incorporate activities into itineraries that go beyond conventional sightseeing. They also provide a framework for developing experiences involving local producers, craftspeople and smaller tourism businesses.

Chiang Mai becomes a model for responsible tourism

Sustainable and regenerative tourism forms the fourth priority. TAT is developing experiences intended to limit environmental impacts while supporting conservation, local ecosystems and community livelihoods.

The authority has introduced the Chiang Mai Prototype as a model for responsible tourism product development, building on its earlier Krabi Prototype. The Chiang Mai initiative combines natural attractions, Lanna cultural heritage and local lifestyles with conservation activities.

The approach is intended to connect tourism development more closely with the environmental and social conditions of individual destinations.

The fifth priority, Trusted Thailand, addresses quality, safety and service standards. Through its TAT Certified initiatives, including TAT STGs STAR, CF-Hotels and the Thailand Tourism Awards, the authority aims to encourage tourism businesses to adopt recognised quality and sustainability practices.

TAT Governor Thapanee Kiatphaibool emphasised that Thailand's tourism development should be measured by the value of visitor experiences and the benefits they create for destinations and communities.

“Thailand’s next chapter in tourism must be defined by the value of its experiences and the benefits they create,” she said.

The Thailand Nextperience event also included discussions on changing traveller behaviour, wellness trends and future travel demand. TAT is making further information on the programmes, activities and travel routes available through its Tourism Product 2027 platform, together with an accompanying e-book.

The strategy establishes a framework for developing and promoting tourism products in 2027, with particular emphasis on connecting international demand to regional experiences, local businesses and more sustainable forms of tourism development.

Image Credit: © TAT