The Tourism Authority of Thailand (TAT) has launched a new blueprint for the future of its travel industry, designed to ensure growth is measured not by sheer numbers but by value, quality and sustainability. Branded under the slogan “Value is the New Volume”, the strategy sets out a clear shift in direction for the coming years, with a target of 36 million international arrivals generating 2.8 trillion Baht in revenue by 2026. Crucially, these arrivals are expected to contribute more per visitor, with a stronger emphasis on experiences that reflect Thai identity and protect the nation’s natural and cultural assets.
Unveiled in Bangkok with the support of a 4.5 billion Baht budget, the plan includes 22 strategic projects covering a wide spectrum of tourism development. Officials stressed that the strategy is anchored on four key pillars: prioritising high-value travellers over mass arrivals; balancing flows across regions and seasons to reduce pressure on popular destinations; embedding creative tourism products such as wellness, gastronomy, cultural heritage, LGBTQ+ travel and film tourism; and placing sustainability standards at the core of operations.
As TAT Governor Thapanee Kiatphaibool explains, “Thailand is redefining success in tourism. Our vision is not only to welcome more visitors, but to ensure they leave with experiences that are meaningful, memorable and aligned with our cultural and environmental values.” Initiatives to achieve this vision include the expansion of the Thailand Tourism Awards programme, designed to recognise operators who demonstrate innovation and sustainability, and the rollout of eco-friendly certification systems to encourage lower carbon emissions, reduced plastic use and greater community participation.
For the travel trade, the opportunities extend into product diversification. Wellness retreats, craft villages, gastronomy tours and community-based homestays are being touted as ways to appeal to discerning travellers who seek authenticity and impact. Meanwhile, digital campaigns under the “Trusted Thailand” brand are being developed to reach new audiences, and air connectivity and visa facilitation are also being enhanced to support the flow of high-value visitors.
The private sector is being called upon to play an active role in this development process. Hotels, tour operators and transport providers are encouraged to embed sustainability in their daily operations and collaborate in the development of creative tourism experiences. In doing so, they will not only meet the expectations of the international market, but also help to ensure that tourism contributes positively to Thailand’s long-term prosperity.
With sustainability at its heart, the 2026 strategy positions Thailand as a model for quality-driven tourism development in Asia. The message is clear: the future of Thai tourism is not about bigger numbers, but better experiences that honour people and planet.
