Tourism Thailand Aims for Top 10 in Global Tourism Revenue by 2026

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Photo courtesy of Daily Express

 

In a bold move to reshape its tourism sector, Thailand has set its sights on earning a colossal 2.8 trillion Thai Baht in revenue by 2026, aspiring to join the global top ten for tourism income. This strategy, revealed by the Tourism Authority of Thailand (TAT), aims to increase spending per visitor rather than merely counting their numbers.

 

Dubbed “The New Thailand,” the initiative emphasises quality tourism, focusing on sustainable travel, new attractions, and grassroots benefits for local communities. TAT Governor Thapanee Kiatphaibool explained, “We want to deliver value over volume. This is about creating a lasting, meaningful tourism experience while strengthening local economies.”

 

The revenue plan anticipates foreign visitors contributing 1.63 trillion Thai Baht, an 8% rise, while domestic tourists are projected to generate 1.17 trillion Thai Baht, marking a 3% increase with a target of 214 million domestic trips. International tourists are expected to account for 58% of the revenue, with domestic travellers making up the remaining 42%.

 

Despite the ambitious vision, challenges persist. Short-haul markets have been sluggish, with only 12.1 million arrivals by mid-July, down 13.1% from the previous year, achieving just 42.8% of 2025's target. China’s slow tourism recovery poses a significant hurdle, influenced by safety concerns, economic slowdowns, and flight capacity reaching just 78% of 2019 levels, as noted by TAT Deputy Governor Pattaraanong Na Chiangmai.

 

Conversely, long-haul travel offers a silver lining. By mid-July, 5.8 million long-haul visitors arrived in Thailand, a 14% increase from the previous year. New flight routes and robust bookings from Europe, the Middle East, and the Americas are encouraging signs. TAT Deputy Governor Chiravadee Khunsub highlighted, “Despite geopolitical and economic pressures, travellers are still choosing Thailand.”

 

There are promising developments in other markets too. Vietnam, Sri Lanka, Japan, and China have shown notable growth of 21%, 15%, 24%, and 30% respectively in the first five months of 2025. These figures suggest a positive trend, supporting Thailand’s strategic shift towards attracting quality tourists over sheer numbers.

 

Tourism and Sports Minister Sorawong Thienthong has hinted at ambitions to exceed even the TAT’s targets, signalling that the Thai government is determined to maximise its tourism revenue potential.

 

As Thailand embarks on this transformative journey, it remains to be seen how these ambitious plans will unfold against the backdrop of global economic and geopolitical challenges. The nation’s ability to lure high-value tourists while cultivating sustainable tourism practices could well redefine its status on the world stage.

 

With continued efforts, Thailand hopes to not only enhance its tourism income but also enrich the cultural and economic landscape for both locals and visitors, ensuring that "The New Thailand" becomes a global benchmark for quality tourism experiences.

 

  Adapted by ASEAN Now from The Thaiger 2025-07-22

 

 

[KireB]

"Dubbed “The New Thailand,” the initiative emphasises quality tourism, focusing on sustainable travel, new attractions, and grassroots benefits for local communities. TAT Governor Thapanee Kiatphaibool explained, “We want to deliver value over volume."

Well mr Tapanee, I am just back from a walk over one of your stunning Andaman beaches. Amazing to see more plastic than sand. And even more amazing that literally nobody, besides me, cares or is seen picking up rubbish. Your words are hollow, very hollow.