Thailand unveils 2027 tourism strategy to drive high-value growth

Thailand has unveiled its 2027 tourism strategy, titled ‘The Year of Transformation,’ aimed at increasing tourism revenue by at least 5 percent compared to 2026. The Tourism Authority of Thailand (TAT) intends to shift the visitor distribution to a 60:40 ratio between major destinations and emerging locations.

The strategy focuses on ‘high-value tourism,’ which emphasizes quality, sustainability, and traveler loyalty rather than just increasing visitor volume. TAT Governor Thapanee Kiatphaibool stated that the initiative is a commitment to transforming Thai tourism around long-term competitiveness and value.

Key strategic movements include rebalancing the market portfolio, shaping an experience platform, building new growth engines, and fostering collective transformation within the tourism ecosystem. The long-term goal is to position Thailand as Asia’s top high-value and meaningful destination, ranking among the top three Asian destinations for traveler loyalty.