NIA Hosts Executive Meeting to Strengthen Thailand’s Tourism Innovation Ecosystem and Advance the Country Toward an Innovation Nation

Bangkok — The National Innovation Agency (NIA) convened the Innovation Thailand Top Executives Meeting under the theme “Tourism Industry Innovation Ecosystem towards Innovation Nation”, bringing together senior leaders from more than 30 prominent organizations across government, private sector, academia, and community networks. The gathering aimed to reinforce cross-sector collaboration and build a comprehensive innovation ecosystem to elevate Thailand’s tourism industry and strengthen its competitiveness on the global stage.

 

 

Participants included key tourism, transport, aviation, and technology stakeholders, alongside leading universities and industry associations, all of whom play critical roles in shaping the future of Thailand’s tourism economy.

In the opening address, NIA leadership emphasized that innovation has become an essential driver of growth as global tourism undergoes rapid shifts driven by technology and changing consumer behavior. Although the overall number of international arrivals has fluctuated, average spending per traveler has risen significantly, highlighting a transition toward higher-value tourism. The future of Thai tourism, they noted, must focus on delivering diverse, experience-based offerings—from wellness and adventure travel to cultural and creative tourism—ensuring that economic and social benefits reach local communities. The agency also observed growing interest from global technology companies, drawn by Thailand’s creative potential, cultural identity, and rising opportunities in the expanding Health & Wellness Tourism segment.

A key highlight of the event was the joint initiative between NIA and the Tourism Authority of Thailand: the “Amazing Thailand Innovation Gadget” platform. Designed as a unified innovation gateway for travelers, the application offers direct access to community-based tourism routes, electric tuk-tuk services such as MuvMi, hotel booking systems, insurance products, and a full range of mobility and travel services. The platform not only enhances the visibility of Thai tourism innovators on the world stage but also reinforces traveler confidence amid rising concerns over online fraud.

The meeting also featured an in-depth presentation on NIA’s mechanism for supporting Low Carbon Tourism, noting that the global tourism sector contributes over eight percent of worldwide carbon emissions. This challenge presents a major opportunity for Thailand to position itself as a leading Green Destination. NIA outlined its comprehensive support system to help tourism enterprises enhance environmental performance, develop pilot routes and sandbox projects, scale innovative business models, and expand internationally through capacity building, funding programs, and global market connections.

Further insights were shared on the rapid expansion of the Travel Tech ecosystem in Thailand, driven in part by more than 27.5 million tourist arrivals recorded between January and November 2025, a 7.14 percent increase from the previous year. Technologies such as artificial intelligence, augmented and virtual reality, blockchain, and mobile travel solutions are reshaping travel experiences worldwide, and NIA is preparing Thai innovators through innovation mapping, targeted funding, and collaborative platforms like the TAT Travel Tech Networking initiative.

Another key initiative presented during the event was the development of the Thailand Innovation Hub, a nationwide network designed to connect innovators across five major industries, including agriculture, food, medical and wellness, energy and environment, and tourism, soft power, and social innovation. The network is supported by internationalization programs such as Corporate Spark—linking corporates with leading startups, Global Market Link—opening new international markets, and Global Investment Link—enhancing access to global investors.

 

 

During the Innovation Sharing session, executives from public agencies, private companies, universities, and tourism associations exchanged perspectives on strengthening Thailand’s tourism innovation ecosystem. Discussions centered on cross-sector collaboration, community engagement, data-driven product development, and the role of technology in enhancing tourism services. Examples included smart community platforms, AI-powered route recommendations, cultural and wellness tourism development, digital transformation in the hospitality sector, and the growing potential of the MICE industry. Participants also addressed emerging challenges such as shifting tourist expectations, international competition, policy alignment, and workforce development.

The meeting concluded with a shared commitment to drive Thailand’s tourism industry toward a sustainable, high-value, and innovation-led future. Through collaborative efforts, strategic innovation, and global partnerships, NIA aims to position Thailand as an emerging Innovation Nation and a leading Asia-Pacific hub for tourism innovation in the years ahead.

 

Source: -  NIA - National Innovation Agency Thailand

              - www.nia.or.th