Thailand shifts tourism strategy toward high-value experiences

Thailand is shifting its tourism strategy from mass-market volume to a focus on high-value, quality experiences. Following a period where the country welcomed over 32 million international visitors in 2025, the Tourism Authority of Thailand has designated 2027 as the ‘Year of Transformation’.

The new approach aims to increase tourism revenue by at least five per cent and promote a more balanced distribution of visitors between major hubs and emerging destinations. Tourism and Sports Minister Sorawong Thienthong stated that the industry is moving beyond mere visitor numbers to prioritize ‘trust, value, and inclusivity’.

Key areas of growth include wellness tourism, such as yoga and herbal therapies in locations like Koh Samui, and cultural exploration in regions surrounding Bangkok, including Nonthaburi, Ayutthaya Historical Park, and Samut Songkhram.