“The New Thailand” was revealed at a major gathering of the country’s Ministers and tourism leaders in Bangkok this week.
Under the theme “Value is the New Volume”, it was proposed to redefine Thai tourism through quality, balance and sustainability.
Thailand has welcomed more than 18 million international visitors and generated 1.4 trillion Baht in revenue so far this year.
In response to the shifting tourism landscape, the government has approved a 4.5-billion-Baht budget to drive 22 strategic initiatives.
These are built around a forward-looking framework of five new paradigms: New Customer, New Product, New Partnerships, New Marketing Strategy and New Key Performance Indicators.
The objective is to build trust, elevate safety and accessibility, unlock new opportunities through sport tourism and promote hidden destinations aligned with UNESCO’s Creative Cities Network.
Additionally, a strong emphasis will be placed on soft power and Thailand’s cultural identity to strengthen its international appeal.
“Tourism is no longer just about numbers – it’s about trust, value and inclusivity,” said Mr. Sorawong Thienthong, Minister of Tourism and Sports.
“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.”
On the international front, TAT will sharpen its focus through two lenses: high-potential traveller segments and tiered market priorities.
Key segments include Millennials craving meaningful, diverse experiences, Gen Z travellers driven by digital trends and identity, luxury tourists seeking exclusivity and personalisation and health-conscious visitors drawn to Thailand’s holistic wellness strengths.
These groups reflect the country’s evolving tourism identity – one that is immersive, emotionally rich and value-led.
“2026 marks the beginning of a fundamental shift towards The New Thailand, where tourism success is defined by value, not volume,” said Ms. Thapanee Kiatphaibool, TAT Governor.
“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.”
