Thailand Unveils Ambitious Tourism Overhaul Toward “The New Thailand” — Aiming for Quality, Inclusivity, and Sustainability

This evening (July 21, 2025), the Ministry of Tourism and Sports presented a strategic overview of Thailand’s tourism development for 2025, alongside the Tourism Authority of Thailand (TAT)’s roadmap for promoting tourism markets in 2026. The announcements marked a pivotal shift in the industry, emphasizing “Value Over Volume,” a focus on quality, balanced growth, and long-term sustainability—core drivers for leading Thailand toward becoming “The New Thailand.”

The event, held at Queen Sirikit National Convention Center in Bangkok, was attended by high-ranking officials from the Ministry of Tourism and Sports, the TAT Board of Directors, other ministries, tourism businesses, and media representatives.

The Minister of Tourism and Sports outlined the challenges facing the tourism industry in 2025. Despite global uncertainties, Thailand has welcomed over 18.08 million international visits so far this year, generating more than 1.4 trillion baht in revenue. Recognizing tourism as a key economic driver, the government has allocated over 4.5 billion baht through 22 strategic projects to stimulate tourism. The approach centers on the “5 New Paradigms”: New Customer, New Product, New Partnerships, New Marketing Strategy, and New Key Performance Indicator, focusing on safety enhancement, facility development, promotion of hidden gem destinations through UNESCO Creative Cities, and sustainable tourism practices via collaboration with GSTC. The strategy also includes leveraging sport tourism and showcasing Thai culture globally.

The Governor of the Tourism Authority of Thailand emphasized that 2026 will mark the beginning of a paradigm shift under the vision of “The New Thailand,” focusing on value-driven tourism. Guided by the principle “Stay Focus,” TAT will target four key areas: restructuring the industry toward quality tourism; ensuring equitable opportunities through local engagement; creating tailored experiences for niche markets; and collaborating across sectors for sustainability. TAT aims to balance the market share between international (58%) and domestic (42%) tourism, measuring success through the quality of experience and satisfaction for all stakeholders—economically, socially, and environmentally—with the goal of positioning Thailand among the world’s top 10 tourism revenue-generating countries.

International Market Strategy

TAT's aggressive international strategy will prioritize two core dimensions:

• Market Segments: High-potential groups such as Millennials, Gen Z, luxury travelers, and health & wellness tourists.

• Market Areas: Divided into three tiers for targeted revenue generation:

  1. Priority Markets – Key markets like China and Hong Kong (emphasizing safety and expanding to secondary cities), nearby markets like Malaysia, South Korea, and Singapore (targeting new segments and reinforcing the base), and fast-growing markets like India and Japan (targeting quality leisure). Long-haul markets including Russia, the UK, the U.S., France, and Germany will focus on high-value travelers and “New Million” markets.

  2. Medium to Small Markets – Nearby countries like Taiwan, Vietnam, Indonesia, and the Philippines will see expanded segmentation and geographic outreach. Distant markets such as Australia, Scandinavia, Italy, and Spain will be promoted as “Green Destinations” and long-stay paradises.

  3. High-Value Markets – The Middle East will be targeted with premium leisure and wellness packages, alongside maintaining growth from Israel. Airline-focused efforts will expand seat capacity and flight frequency, including commercial and charter services.

Domestic Market Strategy

“Thai Travel Thai” remains a cornerstone for strengthening grassroots economic resilience and supporting sustainable tourism. TAT will implement area-based marketing integrated with experiential product design for key demographics: Millennials, high-end travelers, and multi-generational families. Exclusive experiences in major destinations, health and wellness travel, inter-regional routes featuring Thai cultural charm, and event-driven tourism will drive travel year-round. Highlights include:

• Central Region: “Explore Central Thailand” with riverside charm and proximity.

• Eastern Region: “Colors of the East” featuring outdoor sports, local cuisine, and fruit festivals.

• Northern Region: “Season of North” showcasing cultural immersion and community lifestyles.

• Northeastern Region: “ISAN Muaniverse” highlighting unique Isaan traditions.

• Southern Region: “Go South” combining rich cultural diversity and nature-based tourism with responsible travel activities.

TAT will collaborate with the Ministry of Culture and Designated Areas for Sustainable Tourism Administration (DASTA) to promote UNESCO Creative Cities such as Sukhothai, Phetchaburi, and Suphanburi. It will also extend the success of its “Grand Moment” campaign through three core emotional journeys, ensuring every trip becomes a powerful, unforgettable experience.

Branding and Communication

Under the “Amazing Thailand” brand, TAT will pursue the theme “Unforgettable Experience”, aiming to create deeply meaningful and lasting travel memories. For international audiences, Thailand will be promoted as a “Sustainable Destination of Meaningful Experiences”, driven by the message “Healing is the New Luxury”, positioning Thailand as a sanctuary of wellness, inner peace, and human connection.

For domestic markets, the “Sook Tan Tee Teaw Thai” campaign will evolve into “Change Unknown to Unforgettable,” encouraging Thai travelers to explore new destinations and create lasting memories across the country.

Highlight Products for 2026

TAT will curate high-quality, experience-rich tourism products aligned with local identities, including:

• Nature-based UNSEEN destinations

• Wellness and meditation retreats

• Spiritual tourism (faith-based, belief-oriented)

• Thematic journeys for modern travelers (solo travel, LGBTQ+, series/movie routes)

• Arts, crafts, fashion

• Sport tourism, night tourism

• Thailand Soft Power and the 5 Must-Do in Thailand

The agency will enhance transport and connectivity via partnerships with airlines to expand commercial and charter flights. New cross-border routes by land, water (yachts, cruises, Mekong tours), air (private jets, helicopters), and rail (e.g., Kiha, Royal Blossom, STR Prestige, Blue Jasmin) will be developed. Simultaneously, TAT will pursue global service excellence standards through projects like the Thailand Tourism Awards, CF Hotels, STGs STAR, and the Sustainable Product Prototype (Krabi Model), alongside the “Trusted Thailand” campaign for safe and high-standard travel.

Global Events and Cultural Promotions

TAT plans to enhance the tourism experience with lifestyle-aligned events, including:

• World Events: Maha Loy Krathong (Sukhothai), VIJIT Chao Phraya, Amazing Thailand Marathon 2025, Amazing Thailand Countdown, Maha Songkran World Water Festival, and the historic debut of Tomorrowland Thailand 2026.

• International Events: SEA Games Sport & Tourism, Wai Kru Muay Thai World, Chinese New Year celebrations, Rolling Loud Thailand, Wonderfruit, Big Mountain Music Festival.

• Sport Tourism: Thailand Marathon, Honda LPGA Thailand

• Creative Tourism: Thailand Illumination, International Balloon Fiesta, Pattaya Fireworks Festival, Amazing Thailand Grand Diwali

• Regional Cultural Events: TAT will promote festivals with global potential such as Nakhon Phanom’s Illuminated Boat Procession, Ubon Ratchathani’s Candle Festival, and Sakon Nakhon’s Christmas Star Parade.

TAT is confident that 2026 will mark a defining moment for Thailand’s tourism industry—a year of intentional progress, balance, and a true shift toward quality and sustainability. This comprehensive transformation will strengthen Thailand’s position as not just a “destination worth visiting,” but a “destination of value” across economic, social, environmental, and cultural dimensions—anchored by a more resilient and united tourism ecosystem.

Source:
TAT News Thai