Tourism Thailand Shifts Tourism Strategy Toward Value Over Volume

[webfact]

File photo for reference only

 

Thailand's tourism industry is bracing for a bumpy ride this year, with the Tourism Authority of Thailand (TAT) projecting revenue to reach 2.87 trillion baht, falling short of the 3-trillion-baht target.

 

This shortfall is largely due to a sluggish Chinese market and ongoing global uncertainties. However, TAT remains optimistic, aiming for a 7% growth leading to 3 trillion baht by 2026.

 

Plans to introduce a 300-baht tourism tax have been postponed to next year to avoid deterring tourists. The decision came after a TAT Action Plan 2026 meeting, where strategies were discussed to steer the future course of tourism in Thailand. TAT governor, Thapanee Kiatphaibool, likened this year's tourism landscape to a "rollercoaster ride" due to its volatility.

 

With safety concerns affecting major markets like China, TAT is pivoting towards new opportunities in regions such as the Middle East. European markets, including the UK, France, and Germany, are expected to contribute significantly, each attracting around 1 million visitors. The overall target for foreign arrivals has been set at 35.5 million, matching 2024 levels and generating 1.77 trillion baht, while domestic tourism should add at least 1.1 trillion baht.

 

To revitalise international interest, incentives for chartered flights and partnerships with global airlines are in the pipeline. Looking ahead to 2026, TAT plans to shift focus from sheer volume to enhancing tourism value and spending, aspiring to reclaim the revenue levels seen in 2019.

 

Efforts will further concentrate on appealing to high-potential traveller segments, bolstering Thailand's safety image, and establishing it as a trustworthy destination. Key areas for development include sustainable tourism, supply chain improvements, and the promotion of Thailand’s cultural assets.

 

Vice-Minister of Tourism Jakkaphon Tangsutthitham highlighted the need for Thailand to adapt and stay competitive amid geopolitical uncertainties and fierce regional competition. The plan to implement the tourism fee is likely to be reconsidered in the second or third quarter of 2026.

 

While challenges persist, Thailand's tourism sector is strategically positioning itself for recovery, with hopes pinned on a steady growth trajectory and increased revenue by 2026.

 

  Adapted by ASEAN Now from Bangkok Post 2025-07-15

 

 

[smedly]

so this is what high value tourists are coming to see in Thailand .................really ?

 

 

 

[dyertribe]

I wonder why tourists are no longer coming?

[wadman]

Isn't this just the government version of "business is down, raise the prices".  Fewer tourists?  Make them pay more each.

[dinsdale]

Thailand Shifts Tourism Strategy Toward Value Over Volume

Been there, done that, didn't work. 

[impulse]

Kinda reminds me of when Cadillac rebadged the Chevy Citation and gave us the Cadillac Cimmaron.  For the premium market...

 

We're going after the upmarket, but with the same old junk.

 

The Cimmaron was a flop, too.

 

[MarkBR]

They should target an optimal mix of tourists - lower income, middle income & high income.  Then remove things that become hindrances to tourists thinking of coming to Thailand.  Hence currently, Vietnam is beating Thailand on this front, they need to look at why & actually do something effective instead of constantly whining about wanting 'quality' tourists.

[KhaoHom]

Someone needs to learn how to write clear prose. What a mess.

 

Chinese for various reasons not coming. Lots of serious issues including armed robberies, kidnapping. Chinese economy is also in toilet

 

The roads and boats are not safe. No idea how to fix that. Nothing really safe and that's not good for families

 

Tourist centers have become epicenters for petty crime which victims never compensated. Scams, thefts, assault.

 

Thailand will do nothing in the end.

 

The problem is world economic stagnation in general.

 

Millions have been and done Thailand and done with Thailand

 

Thailand will never EVER appeal to wealthy. Even if a few do come it will be one and done. Look at the rabble entering and existing immigration some time lol.

 

Alcohol bans, alcohol taxes.

 

All the while Thailand makes trouble for expat community. Visa and banking hassles, TAXES, discrimination often legal...

 

If they were smart they'd do a real expat package for the 55+ retirees. Easy banking, home ownership, no taxes on property purchase every 7 years (only one house), government health insurance. Maybe even a weed card for potheads.

 

If Thailand continues on this road it could soon see expat exodus. All it might take is the sour economy already taking shape, continued political stagnation.

 

====

 

Most of all what a bullshi+ thing to do... Thailand has all but given up on its people and industry and pins its entire future on a foreigners coming to the country to parasail and ride elephants.

 

Vaccus pols, totally devoid of ideas.

[JimHuaHin]

Have not we heard this before?   Did it work?  NO!!!

 

Try something new TAT; or ever better, restaff TAT with intelligent competent people.

[NoDisplayName]

44 minutes ago, impulse said:

Kinda reminds me of when Cadillac rebadged the Chevy Citation and gave us the Cadillac Cimmaron.  For the premium market...

 

We're going after the upmarket, but with the same old junk.

 

The Cimmaron was a flop, too.

 

 

You're giving them too much credit.

 

Compare it to taking a Ford Pinto, adding some chrome-painted plastic doo-dads, and rebadge it as a Mercury Bobcat.....for discerning drivers.

[captain_shane]

1 hour ago, dyertribe said:

I wonder why tourists are no longer coming?

You think tourists aren't coming because they can't afford $3?

[John Drake]

Headline almost got it right. "Shifty Thailand"

[ChipButty]

I think the bubble has burst with Thailand, there is nothing different, the cost of air fares from Europe is crazy ok some people will reluctantly pay it, but never again, I was told Chinese are not normal return visitors, they will find somewhere else, Im told they are going to Japan and Vietnam at the moment, 

Thailand is miles behind on family holidays, my daughter in the UK can have 3 or 4 holidays a year for what it cost her to come to Thailand and better facilities with 2 young kids, she did a week in Morocco recently at a all inclusive resort, all food and drink are included, loads to do for the kids, not getting screwed for food for the kids, when she stayed in a 5 star hotel here in Phuket she was having to pay adult prices for food for a 2 year old, the little thing eats like a budgie, I kicked off one afternoon they want to charge her 340++ for a hotdog for the little one, until I kicked of with them, have you got no shame, no wonder you have only 5 rooms booked. I showed my daughter go across the road to 7/11, 

In the summer months Turkey is good value for money.

I think one of the best holidays I ever had when my daughter was young was Jamaica absolutely amazing all inclusive resort, Thailand will never match that, 

 

[Rimmer]

Flights are empty!! Why aren't tourists coming to Thailand anymore?

 

 

[dyertribe]

1 hour ago, captain_shane said:

You think tourists aren't coming because they can't afford $3?

Its not about $3 ... if every door you go through charges an extra $3 it soon adds up to a bloody expensive holiday ... People just get fed up being ripped off.

 

If something is worth a dollar, it should cost a dollar, no matter whose pocket it comes out of.

[jvs]

They are shifting their focus? Only because they have to, give it yet another spin in order to save

face.

 

[LudwigK]

HOW MANY times more ??

The topic is already sooooo boring!!!

[baansgr]

20 years ago with Only Euro, Aus and US coming here and about 7 million tourists, everybody was happy...now that was quality tourism, old men on Zimmer frames getting a cutie outa a bar at 9am...it worked

[captain_shane]

30 minutes ago, dyertribe said:

Its not about $3 ... if every door you go through charges an extra $3 it soon adds up to a bloody expensive holiday ... People just get fed up being ripped off.

 

If something is worth a dollar, it should cost a dollar, no matter whose pocket it comes out of.

Holy cow, you're the types they coined the term Cheap Charlie for. Every door you walk through is charging you service fees? Seriously? Even if every door charged you $3 each, that's 30 doors for less than $100, hardly a bloody expensive holiday. Stay home dude, you can't afford to travel if $100 is gonna break you.

[khunPer]

Uncle Tu's (Prayut Chan-o-cha) – actually quite clever – advice about "quality tourists"; less in number, but have (much) more money to spend...

[MarkBR]

48 minutes ago, khunPer said:

Uncle Tu's (Prayut Chan-o-cha) – actually quite clever – advice about "quality tourists"; less in number, but have (much) more money to spend...

Then they go to Vietnam

[hotchilli]

9 hours ago, webfact said:

However, TAT remains optimistic, aiming for a 7% growth leading to 3 trillion baht by 2026.

I can hear the Everly brothers singing an Iconic song....

[terryofcrete]

2 hours ago, baansgr said:

20 years ago with Only Euro, Aus and US coming here and about 7 million tourists, everybody was happy...now that was quality tourism, old men on Zimmer frames getting a cutie outa a bar at 9am...it worked

I go straight to city hospital on Buakhao and borrow a zimmer as the yanks call it for the holidays . Gets me a discount in Kink Go go and cheap Charlie’s ! 

[khunjeff]

5 hours ago, KhaoHom said:

Thailand will never EVER appeal to wealthy. Even if a few do come it will be one and done.

 

Right, that's why no one is opening luxury hotels or Michelin-starred restaurants here. Oh, wait...

[Formaleins]

Who are you going to be today Mr. Benn? 

"When you change with every new day, still I'm gonna miss you" - A new strategy every day, who will be the "chosen ones" today? The Arabs? The Chinese? Koreans?

 

Does Thailand plan the economy and the future of the country using an hourly timeline?

[Mark17AA]

Then best start providing value for money... after 15 years I see decline everywhere and that includes top brand hotels whose service has certainly declined  since Covid. I guess they managed with reduced staff and services once back on track but didn't strive to get back to pre covid levels.

[Zack61]

5 hours ago, KhaoHom said:

Thailand will never EVER appeal to wealthy. Even if a few do come it will be one and done. Look at the rabble entering and existing immigration some time lol.

I concur. Right now they have made it too easy for entry into the country with the exact opposite outcome they hope to achieve. The place is overrun with a bunch of people from the other end of the spectrum who add nothing more than mass, which in turn is a deterrent to value tourism. 

[MarkBR]

2 minutes ago, Formaleins said:

Who are you going to be today Mr. Benn? 

"When you change with every new day, still I'm gonna miss you" - A new strategy every day, who will be the "chosen ones" today? The Arabs? The Chinese? Koreans?

 

Does Thailand plan the economy and the future of the country using an hourly timeline?

They use astrology

[wensiensheng]

“With safety concerns affecting major markets like China, TATis pivoting towards new opportunities in regions such as theMiddle East.”

 

No need to address the issues causing those concerns then

[black tabby12345]

New tourism policy: Quality above quantity?

 

Planning to cancel the visa waiver status of the nations newly added to their list months ago?