Southeast Asia Information Port (www.dnyxxg.com) – The Tourism Authority of Thailand (TAT) released its 2026 "Thailand Tourism Future" strategy, outlining a high-quality, value-oriented development path with a target of 3 trillion baht in total tourism revenue. Director-General Thapane Kitapapul pointed out that this strategy marks a shift in Thailand's tourism industry from recovery to transformation, focusing on improving tourism quality and balancing economic, social, and environmental development to fulfill its commitment to sustainable growth.
The strategy is based on the resilience of the tourism industry in 2025: 32.97 million international tourists (10.8 million from long-haul markets, with UK and US tourists exceeding one million for the first time), 202 million domestic tourist trips, and total tourism revenue of 2.7 trillion baht, continuously contributing to economic recovery.
The core of the 2026 strategy is the "Five Superior Economic Frameworks," reconstructing the growth path with a "value over quantity" approach: a lifestyle economy to consolidate the advantages of health and medical tourism; a subculture economy targeting niche markets such as film and sports; a nighttime economy to extend tourist stays; a circular economy integrating sustainable development and regional income distribution; and a platform economy to create digital travel solutions to enhance the experience.
Five key marketing strategies are outlined: enhancing the brand reputation of "Amazing Thailand," deepening airline partnerships, strengthening market communication, and precisely balancing domestic and international market demands. In terms of communication, the international focus is on promoting the concept of "healing is the new luxury," while domestically, local tourism promotion activities will be conducted, and international influence will be expanded through film and television location projects.
In the international market, the "NIYOM" strategy will be used to cultivate long-haul travelers, while in-depth research will be conducted on the short-haul market to expand high-value customer groups. Based on the Tourism Authority of Thailand's "Smart Center" transformation, a digital tourism ecosystem will be built to enhance industry resilience by linking supply and demand.
Thailand will also promote its tourism resources through festivals, following subcultural trends, and green tourism pilot programs, leveraging its quality certification system to enhance effectiveness. Domestically, a holistic approach centered on "high-end tourism" will be implemented, promoting the UNESCO Creative Cities Route and activating consumer potential.
