BANGKOK, Thailand – Tourism and Sports Minister Surasak Phancharoenworakul has outlined the direction of Thailand’s tourism sector in a keynote address on navigating global challenges, focusing on moving toward a higher-quality, more sustainable industry.
During a recent tourism event attended by leaders from major tourism associations and industry operators, Surasak said the global tourism sector continues to face uncertainty from economic volatility, geopolitical tensions, rising energy costs, and inflation. Developments in the Middle East have affected air travel, increased costs, and influenced traveler confidence. Despite this, Thailand recorded continued growth in key markets such as China and India during the first four months of 2026, even as overall arrivals declined slightly.
To address these challenges, the government has established a Tourism Situation Monitoring Center to coordinate response measures. Policy directions include restructuring tourism and cultural management to increase economic value, promoting year-round travel across all regions, supporting community-based tourism, encouraging domestic travel, and raising safety standards through technology and law enforcement.
The ministry is also advancing measures such as improving visa policies for targeted groups and introducing a tourist fee to support safety, insurance, and destination management. Surasak also called on the private sector to manage costs, support local products, expand community tourism, and improve service standards, aiming to shift the industry toward quality and long-term sustainability. (NNT)
