‘Soft Power Thailand’ – driving and adding value to the economy and tourism

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Tourism Authority of Thailand (TAT) Governor Thapanee Kiatphaibool revealed that the prime minister places importance in elevating activities and events that are held locally toward the international level.

The Tourism Authority of Thailand is advancing efforts to stimulate the economy, create economic value and promote tourism in Thailand, with hopes of generating income for the nation and expanding its economy while improving people’s quality of life and economic security. Details in this report.

The government had set up a national “Super Board” for soft power, also known as the National Soft Power Strategy Committee, to drive the economy and tourism as well as generate added value through the use of Thailand’s soft power. The board’s working targets have been split into 3 phases, including for the first 100 days, the first 6 months, and the first year.



Tourism Authority of Thailand (TAT) Governor Thapanee Kiatphaibool revealed that the prime minister places importance in elevating activities and events that are held locally toward the international level. With this pursuit in mind, the TAT is lending its support to about 3,000 activities and events at the local, national, and international levels during November and December this year. These include activities organized by public as well as private sector agencies. Said support is being given in tandem with efforts to stimulate international tourists’ activity in Thailand. For 2023, the TAT has a target of realizing 25-28 million foreign tourist arrivals in Thailand. Their visits are expected to generate 2.167 trillion baht for the country.



For the Chinese market, the TAT hopes to see more positive signals at the end of this month after an average of about 10,000 Chinese tourists per day have been entering Thailand in November. The improved figure came in response to the government’s issuance of a temporary tourist visa waiver for Chinese visitors. Prior to the visa waiver, about 8,000-9,000 Chinese tourists had been entering Thailand per day, on average. Over the first 10 months of 2023, almost 2.8 million Chinese tourists have visited Thailand.



The policy to expand on soft power for the benefit of tourism is meant to be a tool to stimulate the overall economy, instilling recognition of Thailand’s unique image. As the interests of foreign tourists become piqued through soft power, the levels of income, economic expansion, and quality of life in Thailand are expected to become sustainably raised. (NNT)