The Tourism Authority of Thailand (TAT) on 21/7 introduced its 2026 tourism development strategy, "Quality is the new quantity," to reposition the country's image after a period of slow growth.
TAT Governor Thapanee Kiatphaibool stated that 2026 will mark a significant shift in Thailand's approach to tourism, from counting visitor numbers to evaluating the quality and value tourists bring.
According to Minister of Tourism and Sports Sorawong Thienthong, Thailand has welcomed over 18 million international visitors so far this year, generating over 43.5 billion USD in revenue. The government has approved a budget of 140 million USD to implement 22 initiatives to attract tourists.
The new strategy focuses on five main pillars: new customers, new products, new partners, new marketing strategies, and new evaluation metrics, as well as enhancing the image of safety and security for tourists.
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International tourists visiting Thailand. Photo: National |
International tourists visiting Thailand. Photo: National
Thailand is also segmenting its target audience by age, creating tailored tourism products for groups like adventurous Millennials and dynamic Gen Z travelers. The tourism sector is also dividing the customer market into three main groups: priority customers (key markets with the highest number of visitors), customers from neighboring countries (within the region), and potential customers. Thailand is also adjusting its approach in mid-range markets like Vietnam, Indonesia, and the Philippines to achieve higher efficiency.
In the first 4 months of the year, international arrivals to Thailand decreased by 0.2% compared to the same period in 2024. TAT was forced to lower its target for international visitors from the initial goal of 40 million, but maintains its ambition for revenue growth.
Anh Minh (TAT News)
