On 7 May 2025, Bangkok hosted the Thailand Tourism Forum 2025, a pivotal event organised by the Ministry of Tourism and Sports in collaboration with UN Tourism and various stakeholders. The forum, themed “Navigating Global Tourism Trends: Strengthening Thailand’s Tourism Industry,” brought together over 500 participants, both onsite and virtually, including senior officials, industry leaders, and international partners.
A significant highlight of the forum was a panel discussion titled “Shaping the Future of Tourism Platforms and the Road to 2030: AI Transforming the Tourism Industry from Global Trends to Thailand.” This session delved into how artificial intelligence is reshaping travel patterns, service delivery and policy direction worldwide.
Minister of Tourism and Sports, Mr. Sorawong Thienthong, outlined Thailand’s strategic priorities to align with global tourism trends:
- Transitioning from Volume to Value: Focusing on attracting high-spending travellers to enhance economic benefits.
- Promoting Community-Based Tourism: Spreading tourism income to secondary cities through community engagement.
- Integrating Soft Power with the Digital Economy: Leveraging cultural assets and digital technologies to enrich tourist experiences.
- Diversifying Source Markets: Expanding into new markets to mitigate risks associated with over-reliance on traditional sources.
- Enhancing Crisis Preparedness: Strengthening resilience against future crises, including pandemics and natural disasters.
The forum introduced the “Thailand Model,” a comprehensive approach aiming to position Thailand as a “Destination of the Future.” This model emphasises sustainability, inclusivity and resilience, aligning with UN Tourism’s core principles. An exemplar of this approach is Borsuak Village in Nan Province, recently recognised by UN Tourism as one of the Best Tourism Villages 2024, showcasing successful community-based tourism supporting sustainable development.
Thailand’s proactive strategies and commitment to sustainable tourism underscore its readiness to adapt to global trends and technological advancements. By fostering collaboration across sectors and embracing innovation, Thailand aims to enhance its tourism industry’s resilience and global competitiveness.
