Thailand shifts tourism strategy toward high-value visitors

Thailand is shifting its national tourism strategy from a focus on visitor volume to a focus on quality. While the country has faced challenges in returning international visitor numbers to pre-pandemic levels, the government has announced a pivot toward attracting ‘high value’ tourists.

This strategic change aims to raise the demographic profile of overseas visitors and improve the country's international image. The move represents a departure from previous policies that prioritized maximizing the total number of tourists entering the country.