Kevin Clayton. Picture courtesy of Bangkok Post/Nutthawat Wichieanbut

 

Thailand must pursue a bold reinvention of its tourism strategy to remain a dominant global travel destination, according to Kevin Clayton, Chief Brand Officer for Thailand at Galaxy Entertainment Group. Speaking at the Post Forum, Clayton called for the creation of an independent tourism board to drive this transformation. The goal is to restore and elevate Thailand’s appeal, boosting investment and tourism leadership.

 

In the context of the Asia-Pacific region, tourism is poised to be one of the most rapidly expanding sectors, thanks to the burgeoning middle classes in China and India. Despite Thailand’s reputation for hospitality and cultural allure, recent years have seen the industry grapple with competition from neighbouring countries and traveler apprehension due to safety concerns. The projected foreign arrivals for this year stand at 33 million, a drop from the nearly 40 million in 2019.

 

Clayton stresses an ambitious vision, urging the Thai government to target 45 million visitors by 2030 and 60 million by 2035. Global trends are veering towards man-made attractions, such as theme parks and integrated resorts, prompting fierce competition. Examples include Vietnam’s city developments and Singapore’s successful revamp with attractions like Marina Bay Sands. He believes Siam should incorporate similar attractions while celebrating its unique offerings.

 

Clayton sees the potential for Bangkok and other destinations to boost their appeal with new, vibrant attractions aimed at high-value tourists. Proposals include live entertainment and potentially gaming facilities, though the latter would need careful consideration. Emphasising tourism as a commercial venture, he advocates forming an independent board to assess new products and infrastructure improvements.

 

The proposed board should feature influential stakeholders like the Tourism Authority of Thailand, alongside airlines and tourism associations, yet remain autonomous with governmental support. This board would drive the billion-dollar investments needed to rejuvenate Thailand’s tourism industry, preserving its competitive edge, reported the Bangkok Post.

 

Key Takeaways

 

• Tourism is crucial to Thailand’s economy, forming a significant employment sector.
• Clayton proposes ambitious visitor targets and an independent tourism board.
• Modern attractions alongside unique Thai offerings could boost tourism.

 

  Adapted by ASEAN Now from Bangkok Post 2025-11-22

 

 

 

Clayton is pushing hard for his Casino!

Thailand has been in the tourism industry for over 40 years, by now they should be experts and yet they still manage to muck things up over and over again on a massive scale, how about getting some highly educated people into government that are more interested in improving Thailand and not their bank balance 

3 minutes ago, smedly said:

Thailand has been in the tourism industry for over 40 years, by now they should be experts and yet they still manage to muck things up over and over again on a massive scale, how about getting some highly educated people into government that are more interested in improving Thailand and not their bank balance 

 

They have a lot to learn from Spain, and so far just need to clean up their visa rules, and be stricter about alchohol and drugs, so they can start getting the quality tourists they always have been talking about 😉 

 

Tourists who spends money and who also invests in apartments. How many million appartment was unsold around in Thailand again? 1,64 million units are unsold where most of them in Bangkok 750 000. 

 

 

TOT says this is a terrible idea...

Maybe Thailand could start by cleaning up the country. The amount of plastic on the beaches is growing every year. Why would you fly for 12 hours to see a wasteland.

47 minutes ago, Hummin said:

 

They have a lot to learn from Spain, and so far just need to clean up their visa rules, and be stricter about alchohol and drugs, so they can start getting the quality tourists they always have been talking about 😉 

 

Tourists who spends money and who also invests in apartments. How many million appartment was unsold around in Thailand again? 1,64 million units are unsold where most of them in Bangkok 750 000. 

 

 

I'd say the exact opposite,

Immigration needs to stop inventing new rules (or stop reinterpreting old rules) if they really want more foreign income.

 

Every foreigner spending money here should be welcome!

 

What foreigner would buy an apartment here, knowing they could only use it for 2x 30 days per year without showing $25,000 in their bank?

Thailand is no longer attracting very many Western tourists for a dozen very good reasons. Right now it is predominantly Malaysian, Indian, Arab, a few Chinese, and Russian. One could argue that these are relatively low quality tourists, in terms of the amounts of money that they spend. Sure you have a few wealthy Russians and some wealthy Chinese, but most are lower to middle income and don't spend alot. 

 

Thailand suffers from an impossible level of smugness and arrogance, and a persistent belief that they are truly the center of the universe and the best thing in the world. They don't have a clue. Sometimes it feels like the fact that the nation was never colonized was a leading factor in this hubris and inability to see the world for what it is. The severe inability to adapt, improve, and reform, has hurt their prospects. 

 

It's all good. Far less tourism would make Thailand far more comfortable for the tourists who come, and for us expats, and would likely lead to better attitudes amongst people in tourism. They simply would need to be creative in figuring out ways to make up for the lost billions in revenue. 

 

 

This process will not be reversed until the authorities wake up and make some sacrifices such as lowering luxury taxes, lowering wine taxes, cleaning up the air, making the highways safer, allowing more private air travel, helicopter travel, high-speed trains and alternatives to the totally choked and extremely hazardous highways. 

 

And now they have invited in the Bratva, by opening up the country to all Russians. Quantity over quality only works if you are selling $2 items at a swap meet. Dumb and dumber. 

 

7 minutes ago, BritManToo said:

I'd say the exact opposite,

Immigration needs to stop inventing new rules (or stop reinterpreting old rules) if they really want more foreign income.

 

Every foreigner spending money here should be welcome!

 

What foreigner would buy an apartment here, knowing they could only use it for 2x 30 days per year without showing $25,000 in their bank?

 

Well, we are thinking with western eyes from our point of view.

 

India and China have the fastest growing middle class in the world right now, also among other Asian countries. It is like Spain for Europeans and Florida for Americans use sto be.

18 minutes ago, KireB said:

Maybe Thailand could start by cleaning up the country. The amount of plastic on the beaches is growing every year.

 

You're absolutely right, and not only the beaches, the whole countryside looks like a dump.

What??  And deny all the fat cats in TAT their brown envelopes for all the $millions they spend on tourism projects every year.  How ridiculous !!  Next thing you know the same thing will be applied to all Government Organisations that spend taxpayer's money.  Ridiculous and Unacceptable - I bought this promotion so I could make money !!  

Get rid of TAT and welcome everyone that enters Thailand as a tourist without changing regulations (Visa's) to make matters "WORSE."

Maybe the first start is to stop the totally controlling of everybody...Alcohol sales hours, vaping, allowed double standards and pricing...start to welcome tourists, let them have a drink when they want, let them vape, don't scam them, as foreigners are not rich as Thai people believe, stop with seeing everybody as a criminal.. don't fine only foreigners for not wearing helmets or no driving licenses.. The Thai people are the same doing... that are double standards.. treat tourists as guests that are welcome.. and long stayers, too.. Even when you are out of jail you don't get to report your address every 90 days, and when you went abroad... There is no need to beg every year to renew your visa, and many more... and of course stop manipulating the THB.. It is too expensive and so will everything, and that is bad for tourism, and the economy in general..Enter the 21st century

1 hour ago, smedly said:

Thailand has been in the tourism industry for over 40 years, by now they should be experts and yet they still manage to muck things up over and over again on a massive scale, how about getting some highly educated people into government that are more interested in improving Thailand and not their bank balance 

Yet they have arguably seen more tourism than any other country per capita the last 40 years.  Finacial crisis, covid, and even WW3 probably wouldn't impact them much.  Weird how people don't get this?  Been here for the most part since 1998 and the number of tourists has exploded!  

 

They are obviously the exeperts but hammer on about how stupid they are because that is obviously what makes you feel important.

1 minute ago, atpeace said:

Yet they have arguably seen more tourism than any other country per capita the last 40 years.  Finacial crisis, covid, and even WW3 probably wouldn't impact them much.  Weird how people don't get this? 

 

Is the sex trade a big part of this? Eliminate that, and what happens to tourism? I think it plummets because of the reasons everyone lists above.

36 minutes ago, BritManToo said:

I'd say the exact opposite,

Immigration needs to stop inventing new rules (or stop reinterpreting old rules) if they really want more foreign income.

 

Every foreigner spending money here should be welcome!

 

What foreigner would buy an apartment here, knowing they could only use it for 2x 30 days per year without showing $25,000 in their bank?

Good for us but a non-factor to them 🙂 Why should they care about retirees that can't show 25k? I wish I didn't have to plant 25k here but in the end I realise that it could be much worse.  The western retiree isn't important to them and they are chasing the big money.  Chinese and Indians dwarf the tiny amount retirees contribute.  Miss the old days but let go of those days ever returning.

11 minutes ago, davb said:

 

Is the sex trade a big part of this? Eliminate that, and what happens to tourism? I think it plummets because of the reasons everyone lists above.

I seriously have no clue.  My hunch is it will work itself out with little pian.  Sex workers have already migrated to other parts of the economy the last decade.  there will be a day when thailand will be like South Korea.  Still have brothels but nothing that really contributes to GDP.  

 

It's hard for us old timers(only 58 but been here forever ) to accept that we wouldnb't be missed in the least.  Sucks but it is what it is....

 

edit: didn't answer your question about how large sex tourism is in the big picture of tourism.  Depends on your perspective.  Live in Pattaya for example, it seems like it depends on sex.  It would slowly evolve and sex tourism wouldn't disapear over night.  I love Thailand and the sex industry has nothing to do with why I love Thailand at the moment.  Many, many others just like me.  It was a ton of fun though so I get how some might delude themselfs into thinking it is much more important than it is in actuality. 

37 minutes ago, watchcat said:

 

You're absolutely right, and not only the beaches, the whole countryside looks like a dump.

You hear  many many times how Thai's love their Country, so why do they destroy it with Litter, after Songkran after the recent Loy Kratong  public parks / beaches, covered with garbage 

The stuff I like I get in France, Switzerland and the Red Sea. 

 

So, as a tourist I wouldn't come to Thailand anymore.

 

Some twenty years ago, I was bit depressive and came for a Dive/Monger 10 days. Married the girl who sold me the dive packages.

16 minutes ago, actonion said:

You hear  many many times how Thai's love their Country, so why do they destroy it with Litter,

 

Because it is bs,and they dont care. some how they  think it'll disapear mysteriously like magic.

Planning, instead of "more is better"...

Thailand is very good at controlling (or so it thinks), so it's time to start doing so.

An idyllic island like Phi Phi (that it once was) which is ruined by Mc Donald's, shopping mall and developments alike.

Tourist towns which have an ever increasing number of tattoo shops, massage shops and bars.

Unlimited signage all over causing sight pollution, not to speak of noise and environmental pollution.

Thailand likes to "create" a lot of tourist attractions, not always for the better. Look at what you have culturally, environmentally and socially and use that to offer a genuine experience.

Increae quality, not quantity. And don't think people will return always anyways.

End of rant 🙏🏻😆

2 hours ago, actonion said:

You hear  many many times how Thai's love their Country, so why do they destroy it with Litter, after Songkran after the recent Loy Kratong  public parks / beaches, covered with garbage 

Thais don't like their country... they are brainwashed to say that but the complain as much as everyone on this forum...Only the difference is that they are not allowed to make comments on the Governments... If really loved their country indeed they would take much care for it instead of wildfires, air pollution, garbage everywhere,.. The only thing Thais love is money

3 hours ago, actonion said:

You hear  many many times how Thai's love their Country, so why do they destroy it with Litter, after Songkran after the recent Loy Kratong  public parks / beaches, covered with garbage 

It's an interesting point and I think there is a huge gulf between national pride and having the level of consciousness that's required to take care of the environment, and that includes the air, the water, the beaches and a refusal to contribute to the problem by littering everywhere you go, not maintaining filthy diesel vehicles, and consuming massive amounts of plastic. 

4 hours ago, redwood1 said:

TOT says this is a terrible idea...

You could try phoning them and say  TAT agree. They are not willing to step aside.

4 hours ago, atpeace said:

Good for us but a non-factor to them 🙂 Why should they care about retirees that can't show 25k? I wish I didn't have to plant 25k here but in the end I realise that it could be much worse.  The western retiree isn't important to them and they are chasing the big money.  Chinese and Indians dwarf the tiny amount retirees contribute.  Miss the old days but let go of those days ever returning.

Lots of middle class people buy foreign apartments.

And like to stay in them whenever they have a week or two free.

My parents had one in Spain.

But now limited in Thailand to 2x a year, unless you jump through many hoops.

This isn't about retirees, this is about tourists.

When I was working, I would go on holiday 4-6x a year, but not to anywhere where I needed to do paperwork weeks in advance. 

And I was a millionaire at the time, never went anywhere needing advance planning.

And there were many other Brits like me.

59 minutes ago, BritManToo said:

Lots of middle class people buy foreign apartments.

And like to stay in them whenever they have a week or two free.

My parents had one in Spain.

But now limited in Thailand to 2x a year, unless you jump through many hoops.

This isn't about retirees, this is about tourists.

When I was working, I would go on holiday 4-6x a year, but not to anywhere where I needed to do paperwork weeks in advance. 

And I was a millionaire at the time, never went anywhere needing advance planning.

And there were many other Brits like me.

Fair enough and I might be a little out of touch with some of the new visa restrictions. 2x a year IMO is too restrictive and would hope there will be easy workarounds.  

6 hours ago, spidermike007 said:

Thailand is no longer attracting very many Western tourists for a dozen very good reasons. Right now it is predominantly Malaysian, Indian, Arab, a few Chinese, and Russian. One could argue that these are relatively low quality tourists, in terms of the amounts of money that they spend. Sure you have a few wealthy Russians and some wealthy Chinese, but most are lower to middle income and don't spend alot. 

 

Thailand suffers from an impossible level of smugness and arrogance, and a persistent belief that they are truly the center of the universe and the best thing in the world. They don't have a clue. Sometimes it feels like the fact that the nation was never colonized was a leading factor in this hubris and inability to see the world for what it is. The severe inability to adapt, improve, and reform, has hurt their prospects. 

 

It's all good. Far less tourism would make Thailand far more comfortable for the tourists who come, and for us expats, and would likely lead to better attitudes amongst people in tourism. They simply would need to be creative in figuring out ways to make up for the lost billions in revenue. 

 

 

This process will not be reversed until the authorities wake up and make some sacrifices such as lowering luxury taxes, lowering wine taxes, cleaning up the air, making the highways safer, allowing more private air travel, helicopter travel, high-speed trains and alternatives to the totally choked and extremely hazardous highways. 

 

And now they have invited in the Bratva, by opening up the country to all Russians. Quantity over quality only works if you are selling $2 items at a swap meet. Dumb and dumber. 

 

I think you have the above numbers wrong.  More Western tourist are coming to Thailand than ever before. In the first part of 2025 UK was up 17% and the USA 9%. 

 

Agree with you on less would be better.  As in less,  I mean substantially less.  Thailand has been too succesful for decades and it can be frustrating visiting some of my old favs that are swamped with tourists.

 

 

They are really missing the point really people want value for money just lower the baht and people will come back

21 hours ago, spidermike007 said:

Thailand suffers from an impossible level of smugness and arrogance, and a persistent belief that they are truly the center of the universe and the best thing in the world. They don't have a clue.

This is an excellent comment about the racial characteristics of Thai (males) in particular.  Throw in a genetic disinclination for hard work and a dearth of brain cells and there you have the root causes of Thailand's decline.

21 hours ago, BritManToo said:

...

What foreigner would buy an apartment here, knowing they could only use it for 2x 30 days per year without showing $25,000 in their bank?

 

Are those the new foreign condo ownership rules?