Thailand's Tourism Authority (TAT) has set out a four-part plan to raise tourism revenue by at least 5% in 2027 and position the country as "Asia's No. 1 High-Value & Meaningful Destination". The plan, titled "The Year of Transformation", was unveiled at Rajadamnern Stadium on Monday, August 24. TAT said the historic boxing venue was chosen to signal a major turning point for Thai tourism. Four moves for tourism growth TAT Governor Thapanee Kiatphaibool said Thailand would move away from tourism growth driven mainly by visitor numbers, focusing instead on the value visitors generate. Its "Winning Goal 2027" has three measures: tourism revenue growth of at least 5% from 2026, a 60:40 split between visitors to major and secondary destinations, and a place among Asia's top three destinations for tourist loyalty. The first move, Rebalance Market Portfolio, will divide source markets into Retain, Reshape and Recover categories. TAT plans to reduce reliance on individual markets, seek visitors from Eastern Europe and Latin America, and target additional departure cities in existing major markets. Visitors will be grouped as Mainstream, Experience, High Value or Premium Travellers. Through its "The Link Plus" programme, TAT wants to increase international arrivals by 10% across 19 emerging destinations. Wellness, festivals and local identities Under Shape Experience Platform, TAT will seek to shift Thailand's image from a value-for-money destination to one offering meaningful experiences. Its Amazing Thailand brand will use the theme "Healing is the New Luxury", reflecting demand for physical and emotional wellbeing travel. Two characters, Nong Sukhjai and Nong Rak Yim, will be introduced as travel companions representing Thai charm. Domestic campaigns include "365 Thai Tiew Thai: Travel All Year Round" and "Instant Happiness in Thailand: Let Thailand Heal Your Heart". TAT will develop regional themed experiences, the UNESCO Thailand Network and more than 55 community-based tourism destinations. Signature Destination Branding will begin in Chiang Rai, Ubon Ratchathani, Songkhla, Trat and Samut Songkhram. Its third move, Build New Growth Engine, centres on the Life Economy. It includes nine Theme Product Experience groups, including Unseen Luxperience products; Well-being Tourism based on medical services, science-based wellness and traditional Thai wisdom; and a Festival Economy focused on world-class events. TAT plans to build on the Ubon Ratchathani Candle Festival, Nakhon Phanom Illuminated Boat Procession and Sakon Nakhon Christmas Star Procession, promoted in 2026, as internationally recognised "Must-Experience in Thailand" events. Sustainable tourism pilots will expand to Nan and designated wellness valleys, alongside low-carbon hotels under the CF Hotel standard and Sustainable Development Goals assessment framework. Data, training and safer travel Transform Together, the fourth move, will bring government, businesses and communities together through the Tourism Value Intelligence system, using data from TAT's 45 domestic offices, two coordination centres and 29 overseas offices. TAT will also expand executive training, develop a Tourism Leadership Institute due to open in 2028, and support start-ups offering more convenient and safer travel services. The authority said its approach would be guided by integrity, safety, quality and return-worthy experiences, with the aim of spreading tourism income more widely and improving life in tourism communities. Picture courtesy of The Nation Join the discussion? 25 August 2026
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