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

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25 August 2026

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It will not work. TAT has plans to attrack high value tourists, however the reputation of Thailand as an holiday and long stay destination is being damaged. Just take a look at the past weeks. Italian youth are fined for too loud speaking in the BTS, many drugs cases in the news that gives Thailand the name of a drugs country, the witch hunt on long stay foreigners as they have problems with their home, because of wrongdoing lawyers and false information, the constantly scamming by restaurants and bars with bills that are probably incorrect, and the coming 450 entrance fee.

All news that is damaging Thailand as a first class tourist destination. The xenophobic attitude of the government is not solving these problems. And of course the expensive THB and the conservative and unwelcoming atmosphere against foreigners is not helping either. Reforms are needed and Thai people should be aware that tourism is important for the country. Rules and laws must be for everyone and not only for foreigners, but for everyone locals too.. Solve the problems of wearing helmets, no driving licenses, and vaping first, before fining foreigners only... And stop with double pricing. Foreigners are not rich but because Thailand is cheap they can buy more for their money than for the same amount in their home country. And nobody wants to be scammed, even the rich. Best example is that Thaksin also is refusing to pay his tax.

Not that old chestnut again......

They expect 5% growth. But I expect a 20% loss, fewer Chinese, and not many Russians anymore because there is no gasoline or jet fuel in Russia. Russian borders are being closed for draft dodgers and bank accounts frozen or confiscated. The problems in the Middle East have not yet been resolved either. There are also rumors of attacks in Europe by the Russians, and if this happend people won't dare to fly anymore. In short, the Thais are not taking worldwide problems into account.

Edited August 25Aug 25 by Mr Janneman

they may be 'targeting' (good word choice, eh?) high value tourists, but seem to be shooting blanks

How to get a job at TAT? It's like a think tank but 0 brains! We predict this we will do this, which never works especially the calculations!

Must be a cushy job for them!!!!

More imagined pathways to success. Pity that they can't organize their policies to match their dreams. The reduction from 60 to 30 day stays will do more to discourage financially stable retirees than it will to encourage them, because it sent a negative message. If there was a problem, the problem countries should have been targeted, not the law abiding Norwegians, Danes, Fins et al.

Look at the hotels. They are not being renovated or upgraded, although room rates are increasing. The quality of new builds is dismal. Thailand's hospitality sector is 20 years behind the times and needs to improve significantly.