Hanoi (VNA) – The Tourism Authority of Thailand (TAT) has announced its 2026 direction, highlighting a quality-first strategy in a move toward sustainable and balanced growth for tourism – one of the most important sectors in this Southeast Asian country
According to Minister of Tourism and Sports Sorawong Thienthong, the Thai government has allocated a 4.5 billion THB budget (about 139.5 million USD) to drive 22 strategic initiatives in response to the changing tourism landscape based on a forward-looking framework of five new paradigms.
He stressed the need to focus on new customers, products, partnerships, marketing strategies, and key performance indicators, towards enhancing trust, safety, and accessibility; developing sport tourism; promoting hidden destinations, and leveraging Thai soft power and cultural identity.
TAT Governor Thapanee Kiatphaibool said next year will mark the beginning of a fundamental shift from volume-driven tourism to quality-based growth.
Thapanee said that this approach will prioritise value over volume, using precision marketing and promoting cultural experiences, balancing tourism across regions and seasons, encouraging creative and thematic travel, and making sustainability a key standard for the entire industry.
Thailand has so far served over 18.08 million foreign visitors, earning 1.4 trillion THB (43.44 billion USD) in revenue, official data showed./.
