Public service bureaucrats in Thailand are becoming edgy over the country’s tottering inbound tourism numbers and suggesting that the country should be looking over its shoulder at the success of Vietnam in attracting international tourists.
“Thai tourism should not underestimate rivals in the region, notably Vietnam, which is investing heavily in tourism infrastructure such as high-speed rail as well as new attractions and hotels,” said Marisa Sukosol Nunbhakdi, president of a government tourism investment subcommittee.
Speaking at the SPLASH – Soft Power Forum 2025, she said Thailand needed new investment in tourism, particularly man-made developments, “otherwise it will lose its competitiveness”.
Another delegate at the forum noted, ”As Thailand has a lot of temples, many of which are beautifully crafted, we should tell a new story when it comes to the tourism experience, whether that be focused on faith tourism, architecture tourism or mental wellness.”
Thailand attracted 16.6 million foreign arrivals in the first half, of this year dipping 4.6% year-on-year. It has been struggling to regain the peak it once reached prior to the pandemic. Meanwhile, Malaysia and Vietnam have already surpassed their performance in 2019.
In the first half of this year, Thailand’s Chinese market has seen a sharp decline, with only 2.26 million arrivals, a 34% year-on-year decline.
In response, the Tourist Authority of Thailand has launched its 2026 strategy under the theme “Value is the New Volume” – ushering in The New Thailand and signalling a shift to redefine Thai tourism through “quality, balance, and sustainability”.
Sorawong Thienthong, minister of tourism and sports, said the objective of the new campaign was to build trust, elevate safety and accessibility, unlock new opportunities through sport tourism, and promote hidden destinations aligned with UNESCO’s Creative Cities Network.
“Tourism is no longer just about numbers – it’s about trust, value, and inclusivity. Thailand is not simply bouncing back, but building forward – with safety, innovation, and sustainable growth as the foundation for a new era of Thai tourism,” the minister added.