Thailand targets high-value tourism growth for 2027

The Tourism Authority of Thailand (TAT) has unveiled a strategic marketing plan for 2027, titled ‘The Year of Transformation’. The initiative aims to increase tourism revenue by at least five percent compared to 2026 by shifting the focus from visitor volume to high-value, meaningful travel experiences.

A central component of the plan is a 60:40 distribution model, intended to direct 60 percent of visitors to major destinations and 40 percent to emerging or secondary locations. This effort, part of the ‘The Link Plus’ program, seeks to distribute economic opportunities to 19 emerging destinations and increase international visitors to those areas by 10 percent.

The strategy includes the ‘Rebalance Market Portfolio’ program to reduce dependency on specific markets by targeting new groups in Eastern Europe and Latin America. The TAT will categorize travelers into four segments: Mainstream, Experience, High Value, and Premium. Additionally, the Ministry of Tourism and Sports will establish a public-private committee to promote Thailand as a year-round destination, focusing on sectors such as wellness, gastronomy, culture, and sports.