BANGKOK, Thailand – Thailand is shifting its tourism strategy from visitor volume to “quality revenue,” Deputy Prime Minister and Minister of Commerce Suphajee Suthumpun announced, instructing agencies to use in-depth market analysis by country and target group for more precise problem-solving and market penetration.
Central to this effort is the concept of “Tourism with Purpose,” which prioritizes medical tourism, wellness, MICE, and beauty services to increase both length of stay and spending per visitor. The strategy also integrates Thailand’s cultural assets and introduces a year-round tourism calendar to sustain interest across all seasons.
The government is likewise prioritizing tourist safety and confidence on a market-by-market basis, while harnessing digital technology and AI-driven trend analysis to help overseas Tourism Authority of Thailand offices operate more proactively and effectively. Ultimately, this strategy aims to turn Thailand’s potential into meaningful experiences and high-quality revenue — ensuring tourism drives sustainable growth and spreads prosperity to local businesses and communities nationwide. (PRD)
