PATTAYA, Thailand – The Pattaya tourism sector has stressed that tourism remains Thailand’s key economic driver, calling on the incoming government to appoint a tourism minister with real industry expertise to confront rising competition from Japan and Vietnam.
Thanet Supornsahasrungsi, President of the Association of Chonburi Tourism Federation (ACTF), shared his views on the tourism situation and the broader economic outlook following Thailand’s general election on February 8, 2026. He said many sectors of the Thai economy are currently facing unfavorable conditions, particularly exports affected by a strong baht and industrial sectors seeing heavy foreign and Chinese investment.
For tourism, Thanet noted that while visitor numbers in 2026 are unlikely to fully recover felt by the previous year, tourism remains comparatively strong when measured against other industries and continues to play a crucial role in stimulating the national economy.
However, he pointed out that the Ministry of Tourism and Sports is a relatively small ministry, with an annual budget of only around 7–8 billion baht. As a result, it often attracts limited political interest after elections, despite widespread recognition that tourism is Thailand’s primary source of income.
The tourism industry, he said, wants the new government to appoint a tourism minister who truly understands the sector. Such leadership is needed to design effective policies, adjust marketing strategies, and improve international promotion in ways that better match the preferences of different source markets and encourage tourists to choose Thailand.
Thanet also highlighted growing international competition. Japan, once not considered a direct rival, has become a major competitor due to the weak yen, making travel there more attractive to global tourists. At the same time, Vietnam has made rapid progress over the past three to five years, developing tourism infrastructure, improving service standards, and offering lower travel costs than Thailand. Vietnam has also invested heavily in man-made attractions, which are increasingly drawing international visitors.
Given these challenges, Thanet said the new government must review and modernize Thailand’s tourism policies. He warned against relying solely on traditional selling points such as culture and natural resources, urging greater investment in man-made attractions and innovative experiences that are distinctive, competitive, and sustainable in the global tourism market.
