BANGKOK, Thailand – The Tourism Authority of Thailand (TAT) has unveiled its 2027 marketing action plan, “The Year of Transformation,” marking a shift from volume-driven tourism to value-driven growth. The ultimate goal is to position Thailand as Asia’s No. 1 High-Value & Meaningful Destination.
To get there, TAT is rolling out Four Strategic Moves:
- Rebalance Market Portfolio — Spreading tourism income more evenly through “The Link Plus,” which connects travelers to 19 new destinations across the country.
- Shape Experience Platform — Repositioning Thailand as a meaningful destination through the “Healing is the New Luxury” campaign.
- Build New Growth Engines — Introducing four new drivers of tourism-related economic growth.
- Transform Together — Unifying all sectors through shared data and stronger capacity-building.
The targets by 2027:
■ At least 5% revenue growth over 2026
■ A 60:40 visitor split between major and secondary cities
■ A top-3 ranking in Asia for tourist loyalty
Guided by four core principles:
- Honesty — earning travelers’ trust
- Safety — building their confidence
- Quality — ensuring reliability
- Experience — creating moments worth returning for
From strategy to action, this initiative is set to redefine Thailand’s tourism industry — driving sustainable economic growth and better livelihoods for local communities nationwide. (PRD)
