July 22, 2025 | Press Release

The Tourism Authority of Thailand (TAT), under the Ministry of Tourism and Sports, has officially launched its bold new vision for 2026 under the theme “Value is the New Volume”, marking a significant shift in Thailand’s tourism development strategy. Branded as “The New Thailand,” the campaign prioritises sustainability, quality, and cultural depth over sheer visitor numbers.

The announcement was made at the Queen Sirikit National Convention Centre in Bangkok, in the presence of Minister of Tourism and Sports – Sorawong Thienthong, Minister of Culture – Paetongtarn Shinawatra, and Deputy Minister of Interior – Teerarat Samretvanich. Senior officials from the tourism ministry, TAT, and stakeholders from across the country were also in attendance.

Highlighting Thailand’s resilience despite a challenging global tourism environment in 2024, Sorawong shared that the country had already welcomed over 18.08 million international visitors this year, generating 1.4 trillion Baht in revenue.

“Tourism is no longer just about numbers—it’s about trust, value, and inclusivity. Thailand is not simply bouncing back, but building forward—with safety, innovation, and sustainable growth as the foundation for a new era of Thai tourism,” said Sorawong.

To support this transformation, the Thai government has approved a 4.5-billion-Baht budget to implement 22 strategic initiatives across five core paradigms: New Customer, New Product, New Partnerships, New Marketing Strategy, and New Key Performance Indicators. The plan emphasises safety, inclusivity, emotional connection, and soft power, while encouraging the discovery of hidden destinations—many of which are aligned with UNESCO’s Creative Cities Network.

Building on this direction, TAT’s 2026 strategy represents a major paradigm shift. The focus is not just on restoring Thailand’s tourism image but on building a more balanced, resilient, and experience-led economy—centred around integrity, safety, and authenticity.

“2026 marks the beginning of a fundamental shift towards The New Thailand—where tourism success is defined by value, not volume. Through our ‘Stay Focus’ approach, we will emphasise quality, balance, and long-term growth rooted in genuine experiences for visitors and tangible benefits for Thai communities. Tourism will not only bring joy, but lasting prosperity,” said Thapanee Kiatphaibool, Governor of TAT.

At the heart of the strategy are four pillars:
– Prioritising Value Over Volume: Precision marketing, data-driven storytelling, and cultural soft power.
– Balancing Tourism: Promoting offbeat destinations and decentralising tourist traffic.
– Advancing Thematic and Creative Tourism: Curated experiences for niche audiences.
– Embedding Sustainability: Sector-wide, measurable practices to support long-term growth.

TAT’s global strategy is guided by a clear focus on high-potential segments—Millennials, Gen Z, luxury travellers, and wellness seekers. Market strategies will be tiered:
– Priority markets like China and Hong Kong will focus on rebuilding safety perceptions and tapping into secondary cities.
– Short-haul markets such as India, Malaysia, and South Korea will see expanded engagement.
– Long-haul destinations including the US, UK, France, and Germany will be cultivated under the “New Million Market” strategy, aimed at attracting high-value tourists.
– Mid-sized and emerging markets like Taiwan, the Philippines, and Vietnam will be targeted with new segment-led campaigns.

Meanwhile, domestic tourism will be revitalised with the “Grand Moment” concept—encouraging meaningful travel that uplifts communities and deepens local engagement. Wellness retreats, sport tourism, and multi-generational travel will form key offerings, alongside regional campaigns that highlight the unique strengths of each Thai region.

In terms of product development, TAT will focus on inclusivity and innovation, creating travel experiences rooted in Thai identity. These include spiritual tourism (Mu-Telu), LGBTQ+ travel, solo and cinematic journeys, arts and crafts, adventure, and the popular “5 Must-Do” Thai experiences.

Connectivity enhancements will also play a critical role, with new routes across land, air, sea, and rail—including Mekong cruises, themed train journeys, and private air travel. Industry-wide standards will be raised through certifications like the Thailand Tourism Awards and Trusted Thailand (Safe Travel Stamp), which launches this August. Krabi will continue to lead as a model for sustainable tourism under the “Blue Zones” concept.

To build emotional connections, Thailand will also harness the power of world-class events and festivals through its “International Festival Focus” strategy. From heritage-based celebrations like Maha Loy Krathong to mega-events such as Tomorrowland Thailand 2026—Asia’s first full-scale edition of the global music festival—the cultural calendar will be packed with experiences that inspire and connect.

Additional highlights include:
– Sporting Events: Amazing Thailand Marathon 2025, 33rd SEA Games, Honda LPGA Thailand.
– Entertainment & Lifestyle Festivals: Wonderfruit, Big Mountain, Thailand Illumination, and the International Balloon Fiesta.
– Global Cultural Showcases: World Wai Kru Muay Thai, Chinese New Year, Grand Diwali 2025.
– Cultural Soft Power: Fire Boat Festival (Nakhon Phanom), Candle Procession (Ubon Ratchathani), and the Christmas Star Parade (Sakon Nakhon).

“In 2026, success will be defined not solely by arrival numbers, but by the quality of experiences delivered, the satisfaction of all stakeholders, and Thailand’s ascent into the world’s top 15 tourism economies. This is our moment to shift from popularity to purpose—rebalancing the industry and advancing toward true quality. With sustainability, collaboration, and local identity at the core, Thailand is ready to become not just a destination to visit, but a destination of enduring value,” Thapanee concluded.