Thailand is targeting at least 5% growth in tourism revenue in 2027, as the Tourism Authority of Thailand (TAT) shifts its focus away from volume alone, towards “quality, value and long-term competitiveness”.
Under the 2027 strategy, dubbed ‘The Year of Transformation’, TAT is working towards three key outcomes: tourism revenue growth of at least 5% over 2026; a 60:40 visitor distribution between major and emerging destinations, and a place among Asia’s top three destinations for traveller loyalty.
TAT governor Thapanee Kiatphaibool noted that the four strategic moves anchoring the transformation will sharpen Thailand’s “tourism ecosystem to innovate, compete and deliver a stronger future”.
Presented at Rajadamnern Stadium under “The Ultimate Fight: Transform for the Win!”, which references its national sport, Muay Thai, the governor also emphasised TAT’s greater emphasis on wellness, culture, gastronomy, meaningful experiences and sustainability, while also looking to diversify its source markets.
TAT unveiled its 2027 strategy in Bangkok's Rajadamnern Stadium, using Thailand's national sport as a metaphor for a tougher fight for tourism growth.
The plan is built around four pillars:
Diversification
A diversification of source markets by pursuing growth opportunities in Eastern Europe, Latin America and new origin cities.
Visitors will also be segmented into Mainstream, Experience, High Value and Premium Traveller categories. Products will be shaped around gastronomy, culture and nature to wellness, longevity, sport and luxury.
Meanwhile, a separate initiative will match suitable markets and traveller segments towards 19 priority destinations, targeting a 10% increase in international arrivals to these areas.
Shaping new experiences
An emphasis on meaningful travel under the ongoing theme “Healing is the New Luxury”.
Themed experiences will be developed around regional identities, expanding the UNESCO footprint and over 55 community-based tourism destinations. Chiang Rai, Ubon Ratchathani, Songkhla, Trat and Samut Songkhram have also been picked for destination branding exercises.
Premium positioning
TAT will focus on four areas. Themed travel products aimed at premium travellers seeking private and exclusive experiences; a stronger push into medical and wellness tourism; year-round events under 365 Days of Celebration; and sustainable tourism pilots.
Deeper partner collaboration
In a push towards stronger public-private partnership, TAT is developing a tourism leadership programme which includes support for start-ups, technology and AI. Tourism Value Intelligence is also in place, joined by 45 domestic offices, two coordination centres and 29 overseas offices.