BANGKOK, Thailand – Thailand is moving quickly to stimulate its tourism sector as Tourism and Sports Minister Atthakorn Sirilatthayakorn launched the “Big Impact Act Fast” directive on October 2. The plan tasks the Tourism Authority of Thailand (TAT) with implementing accelerated measures to attract visitors from key markets, with China identified as the top priority, to boost revenue and drive economic recovery.
Safety has been set as a central pillar of the strategy under the concept “Travel Thailand with Confidence, Safe Every Step.” Steps include strengthening the 24-hour Tourist Police Call Center, expanding the Tourist Police mobile app to eight languages, and establishing “Safe Zones” in major destinations. Authorities also plan to integrate AI facial recognition technology with police databases to support law enforcement and improve visitor protection.
The program targets seven high-potential markets—China, Japan, South Korea, India, and Middle Eastern countries such as Saudi Arabia and the United Arab Emirates. Thailand will also use the upcoming 33rd Southeast Asian Games in December, held during peak travel season, to showcase tourism opportunities and connect sporting events with provincial destinations.
Minister Artthakorn outlined four main points of the approach: accelerating international market promotion, strengthening safety systems, applying smart technology, and coordinating nationwide efforts to manage the expected surge in visitors. TAT Governor Thapanee Kiatphaibool and her team pledged to implement the plan within the government’s four-month policy window. (NNT)
