Thailand tourism leaders put culture and local gains first

Thailand must turn its cultural strengths into higher-value tourism while spreading economic opportunities beyond established destinations, speakers told Nation Forum 2027: Thailand’s Agenda in Bangkok on Tuesday (October 20).

Tourism Authority of Thailand (TAT) governor Thapanee Kiatphaibool and former Move Forward Party leader Pita Limjaroenrat delivered separate opening talks during the “Sawasdee, Thai Rising” session. Executives from The Mall Group and the Thailand Convention and Exhibition Bureau (TCEB) also outlined how retail and international business events could extend tourism's benefits.

Thai identity as a competitive advantage

Thapanee presented the “Local to Global” approach through The LINK framework: Local Experience, Innovation, Networking and Keep Character. It aims to make community traditions commercially attractive without losing their distinctive identities.

She described “Thainess”, including consideration for others, warm greetings and hospitality, as a cultural asset that artificial intelligence (AI) could not reproduce.

“Thainess is passed down from generation to generation. AI cannot replicate it. Thai people are taught to show consideration for others, be mindful of how others feel and greet people with a smile.”

Her “Values over Volume” approach shifts attention from arrival figures to employment, local incomes and the preservation of cultural and natural resources. TAT would develop experiences built around local stories rather than merely advertising attractions, and pursue new markets, including stronger connections with Africa through Ethiopia.

Thapanee described TAT as a “Tourism Orchestrator”, coordinating businesses, communities and public agencies. A scenic road in Nakhon Si Thammarat illustrated why marketing must be accompanied by infrastructure investment.

She also characterised Thailand as a “Runway of Freedom”, welcoming diverse visitors, including LGBTQ+ travellers.

Five tourism priorities for 2027

Thapanee outlined five development priorities intended to support tourism revenue growth of 5–10% in 2027.

First, wellness and longevity tourism would combine medical services, preventive healthcare, traditional knowledge, food and mental wellbeing under the theme “Healing is the New Luxury”.

Second, festivals and the night-time economy would give visitors reasons to stay longer and explore more of Thailand's 77 provinces. Music, sport, evening museum activities and regional celebrations, including those in Sakon Nakhon and Nakhon Phanom, could attract travellers throughout the year.

Third, creative tourism would build experiences around crafts, traditional foods and specialised interests, from Sangyod rice in Phatthalung to journeys for couples and solo travellers, spiritual festivals and UFO-themed events.

Fourth, sustainable and regenerative tourism would encourage visitors to contribute to nature and local heritage.

Fifth, the “Trusted Thailand” agenda would emphasise honesty, personal safety, dependable products and services, and experiences that encourage return visits.

Thapanee warned that overcharging or deceiving tourists could damage the reputation of the entire industry.

Pita challenges unequal distribution of tourism income

Pita, a senior research fellow at Harvard Kennedy School, framed his ideas as “Hi-Tech, High Touch”, bringing digital innovation together with culture and human connections.

He contrasted Bangkok's first-place position in Condé Nast Traveller's 2026 UK Readers' Choice Awards with Thailand's 47th-place position in the World Economic Forum's 2024 Travel & Tourism Development Index. The newer 2026 index ranks Thailand 38th.

He cited 2024 scores of 4.96 for price competitiveness, 4.89 for air transport and 2.86 for cultural resources, as well as weaknesses in links between major and secondary destinations.

Pita estimated that Bangkok, Phuket, Chonburi, Surat Thani and Chiang Mai accounted for about 70% of tourism revenue, leaving the other 72 provinces with a combined 30%.

Residents, he noted, could face higher rents, more rubbish and environmental pressure without receiving proportionate benefits.

He proposed measuring tourism performance through spending per visitor, length of stay and the distribution of income across provinces, rather than the number of arrivals alone.

“The future of Thai tourism must move from high volume to high value. Visitors should stay longer, spend more and travel to more provinces.”

He also identified five travel trends that could support secondary destinations: quiet hospitality, purpose-driven travel, ancestry journeys, visits inspired by films and television, and trips centred on distinctive local products.

Thailand, he argued, should move beyond “sun, sea and sand” towards “teeth, health and heart”.

The Mall Group backs Thai luxury and cultural experiences

Voralak Tulaphorn, chief marketing officer of The Mall Group, identified three priorities for attracting high-value travellers: authentic local experiences, extraordinary activities and efficient use of limited holiday time.

She argued that Thai design, craftsmanship and food could be marketed as luxury products alongside international brands. Campaigns such as “Khad Thai”, including a showcase of more than 40 durian varieties, demonstrated ways to raise the profile of local products.

Shopping destinations such as the EM District, international concerts at UOB LIVE and home-grown characters including Butterbear could attract overseas visitors and encourage greater spending.

The group also wanted shopping centres to showcase regional products, hotels and festivals, helping Thai culture reach international markets.

TCEB promotes regional culture through international events

Dr Suratsa Thongmee, senior vice president of TCEB, described international business events as an opportunity to introduce delegates to Thai culture and encourage return visits.

The bureau helps attract major international meetings, including the recent International Monetary Fund and World Bank gatherings.

Thailand now has 16 certified destinations for meetings, incentives, conferences and exhibitions (MICE), creating more opportunities to host international events outside established centres.

Under the strategy “Unlock Cultural Asset for Business Events Success”, TCEB aims to incorporate local products, traditions and cultural heritage into delegates' experiences.

Suratsa also highlighted the “Muang Mee Dee” initiative, through which provinces showcase their cultural assets and develop events to stimulate employment and investment.

More than 50 provinces participated in 2025, with Nakhon Ratchasima and Si Sa Ket named winners.

Across tourism promotion, retail and business events, the speakers highlighted the importance of translating Thailand's cultural strengths into longer visits, greater spending and more widely shared economic benefits.