File photo for reference only.

 

The Tourism Authority of Thailand (TAT) has shifted its strategy towards luxury travel and wellness tourism, aiming to attract high-spending visitors rather than promoting budget tour packages. This move comes as emerging destinations like Vietnam draw tourists seeking affordable prices. TAT's focus will be on high-value visitors, offering unique experiences and sustainability-focused tourism products.

 

Nat Kruthasoot, TAT's deputy governor, explained that only 20% of private operators currently meet the Global Sustainable Tourism Council standards due to higher investment requirements. Despite this, TAT anticipates revenue from health tourism to hit 124 billion Thai baht in 2023, driven by 61 JCI-accredited hospitals and over 500 medical clinics across Thailand. The agency believes the sector has the potential to grow to 140-150 billion Thai baht in a few years.

 

Thailand remains competitive with its lower costs, offering services 30-70% cheaper than Western countries. However, challenges persist, particularly in meeting quality expectations and enhancing tourism experiences. Issues such as attraction cleanliness and language barriers need addressing, especially in the luxury market.

 

Looking ahead, TAT plans to capture the ultra-luxury market by partnering with providers offering exclusive experiences. Initiatives include a one-day classic car trip in Bangkok priced up to 150,000 Thai baht per person. Additionally, sports tourism, like the "Amazing Thailand Marathon," is expected to draw more tourists who stay longer for training.

 

Key Takeaways

 

• Thailand shifts from budget packages to luxury, wellness tourism.
• Health tourism revenue is expected to reach 124 billion Thai baht in 2023.
• Competitive pricing remains a key advantage despite quality challenges.

Related Stories:

Thailand Targets 12M Tourists for High Season

Blackpink's Lisa Named Thailand Tourism Ambassador

 

 

  Adapted by ASEAN Now from Bangkok Post 2025-10-17

 

 

They've been saying that for the last 20 years. Sounds like a broken down record player.

49 minutes ago, webfact said:

The Tourism Authority of Thailand (TAT) has shifted its strategy towards luxury travel and wellness tourism,

 

The HUB of strategy shifts

The TAT has to spend its budget somehow.

This is pretty much the motto of every tourism authority in any country in the world where tourism is a revenue earner.

First upgrade the country to a luxury and quality destination, than focus on the big spenders... Big spenders like to spend money for quality not for the crap, scam and double standards they find here in Thailand. Thailand is a nice place, but there need a lot of changes be made and investment in infrastructure, but Thailand only focus on money money and money and has no interests in other things,,This is another example.. 

I am always wondering why people ask you ... how much does it cost? or did it cost? how much do you earn? how much do you spend? and question like this instead of being interested in the person.. they all want to have rich and foreign ( which as similar to rich) friends, because they think it will lift them up on the social ladder... unfortunately.

 

Big spenders are the retirees here in the country, but they are being ignored... 9- days reports, address notifications, no volunteer work

allowed  and so on, but the kids and grandkids of these people come on holiday and the people themselves spend their pension in buying things and in restaurants... but with all the restrictions it seems there is no freedom, but like they live here on parole..

Their (TAT) obsession is rich tourists, not poor people (95% other people).  

Again and again..a never ending dream!

Well, they've succeeded beyond their wildest dreams. I will be getting a Pad Thai AND grilled prawns today.

 

No need to thank me.

Most rich people still want value for money they didnt get rich by giving it away and they are very astute as to exchange rates

Very stupid just about everyone comes here for an inexpensive vacation.  The entire country is not set up for higher end except for a few resorts.

Those who want higher end go to Singapore or the UAE.  

 

Next week they will say they are seeking large groups of low spending Indian males.

5 hours ago, ikke1959 said:

Big spenders are the retirees here in the country

Loads of them spent next to nothing.

32 minutes ago, FritsSikkink said:

Loads of them spent next to nothing.

Always happy to read these stupid comments...probably the same person but with another account

Those with money to spend are already going to other Asian countries, Thailand needs to start making visa issues, stop all the absurd forms to fill that often are not even properly translated or available online, make immigration rules more simple for those who own say property in Thailand. This segment and mainly the retiree property owners are those who spend far more then any of the social media posers who will spend far less and it's all about posing. 

 

Last but not least, those with big cash to spend will chose many other sunny nations in Europe or the Caribbean islands to spend their luxury time or perhaps private islands and resorts in other areas in the Asian-Pacific regions. Who will for instance want to swim in the beaches around Hua Hin that are filthy and with smell of burning garbage all over Hua Hin areas like Hin Lek Fai ? 

TAT anticipates revenue from health tourism to hit 124 billion Thai baht in "2023"

 

2 years too late again!!!!5555

 

 

 

To do this they would need to control the dog population & monkey attàcks and rabies potential, not have horses <deleted>ting all over beaches ( Huahin ) , have adequate food safety laws to combat food poisoning ( eg. Dogs not in restaurants or kitchens , cooking oils changed at least twice a week , hot water to wash dishes etc. ) , recognise pedestrians and road crossings , no dual over pricing for westerners , language difficulties that become irritating , the actual cleaning of public amenities & beach chairs ect.

This is only a small amount of factors that would irritate upper classes , that would tend to never return , and keep holidaying in european countries...

We've heard this many times before. It's such stupid, simplistic thinking. The people in charge do not know how to run the show. 

On 10/17/2025 at 8:15 AM, webfact said:

The Tourism Authority of Thailand (TAT) has shifted its strategy towards luxury travel and wellness tourism, aiming to attract high-spending visitors rather than promoting budget tour packages. This move comes as emerging destinations like Vietnam draw tourists seeking affordable prices. TAT's focus will be on high-value visitors, offering unique experiences and sustainability-focused tourism products.

I thought they'd tried this before..

1 hour ago, davidpoykan said:

TAT anticipates revenue from health tourism to hit 124 billion Thai baht in "2023"

 

2 years too late again!!!!5555

 

 

 

 

Thanks, I also noted the year - 2023! 

As usual Thailand always behind the times.

They should accept Thailand for what it is, a developing country!

As such there simply isn't the infrastructure to support anything near luxury holidays. 

First thing a visitor notices is the driving standards, then the wires hanging between concrete or wooden poles, as for Bangkok it's a toilet for a capital city its a disgrace. 

TAT should work with what they have, improve what they have get rid or duel pricing and after they have mastered that take the next step towards bigger spenders.

Same S++t, different Day !

On 10/17/2025 at 8:15 AM, webfact said:

The Tourism Authority of Thailand (TAT) has shifted its strategy towards luxury travel and wellness tourism, aiming to attract high-spending visitors

Wealthy tourists are not interested in countries with border wars and constant political chaos.

Groundhog Day! 

So, TAT has taken the Chinese Bulk tour groups off the VIP list 

3 hours ago, Johno57 said:

actual cleaning of public amenities & beach chairs ect.

Do rich people hire beach chairs?

The properly rich do not tolerate the nonsense that foreigners in general are subjected to from the Thai authorities and scamming business entities. Good luck.

There would have to be change on a level that would be unacceptable to those who are pulling the strings of the marrionette from the sidelines.

Got to keep the government workers busy, ok today we target the rich. Get to it.

On 10/17/2025 at 3:04 AM, bubblegum said:

They've been saying that for the last 20 years. Sounds like a broken down record player.

100% correct. Dust it down and play that tune again 😤

On 10/17/2025 at 2:15 AM, webfact said:

File photo for reference only.

 

The Tourism Authority of Thailand (TAT) has shifted its strategy towards luxury travel and wellness tourism, aiming to attract high-spending visitors rather than promoting budget tour packages. This move comes as emerging destinations like Vietnam draw tourists seeking affordable prices. TAT's focus will be on high-value visitors, offering unique experiences and sustainability-focused tourism products.

 

Nat Kruthasoot, TAT's deputy governor, explained that only 20% of private operators currently meet the Global Sustainable Tourism Council standards due to higher investment requirements. Despite this, TAT anticipates revenue from health tourism to hit 124 billion Thai baht in 2023, driven by 61 JCI-accredited hospitals and over 500 medical clinics across Thailand. The agency believes the sector has the potential to grow to 140-150 billion Thai baht in a few years.

 

Thailand remains competitive with its lower costs, offering services 30-70% cheaper than Western countries. However, challenges persist, particularly in meeting quality expectations and enhancing tourism experiences. Issues such as attraction cleanliness and language barriers need addressing, especially in the luxury market.

 

Looking ahead, TAT plans to capture the ultra-luxury market by partnering with providers offering exclusive experiences. Initiatives include a one-day classic car trip in Bangkok priced up to 150,000 Thai baht per person. Additionally, sports tourism, like the "Amazing Thailand Marathon," is expected to draw more tourists who stay longer for training.

 

Key Takeaways

 

• Thailand shifts from budget packages to luxury, wellness tourism.
• Health tourism revenue is expected to reach 124 billion Thai baht in 2023.
• Competitive pricing remains a key advantage despite quality challenges.

Related Stories:

Thailand Targets 12M Tourists for High Season

Blackpink's Lisa Named Thailand Tourism Ambassador

 

 

  Adapted by ASEAN Now from Bangkok Post 2025-10-17

 

 

Well tomorrow i’ll pop down to soi 6 have a few beers and a ST with a nice bar girl. No need to roll out the red carpet. 🤷🏼