TAT targets 5% tourism revenue rise with ‘value over volume’ strategy
Thailand targets tourism revenue growth of 5% or more in 2027, with emerging destinations and stronger returns for local communities in focus.
- The Tourism Authority of Thailand (TAT) is implementing a "Value over Volume" strategy to increase tourism revenue by 5% or more by 2027, prioritizing higher-value travel over simply increasing visitor numbers.
- The strategy focuses on rebranding Thailand as a "High-Value & Meaningful Destination" by promoting health and wellness tourism ("Healing is the New Luxury"), cultural events, and purpose-led travel.
- A key goal is to distribute income more widely by promoting emerging destinations and local communities, aiming for a 60:40 split between major hubs and secondary locations.
- Success will be measured not just by higher tourist spending, but by increased net revenue, longer stays, and ensuring greater economic returns for local businesses and communities.
Thailand is targeting tourism revenue growth of 5% or more in 2027 as it promotes higher-value travel and emerging destinations, while the Association of Thai Travel Agents argues that success must be measured by stronger returns for local businesses and communities.
Thapanee Kiatphaibool, governor of the Tourism Authority of Thailand (TAT), outlined a “Value over Volume” strategy designed to generate greater economic, social and environmental benefits rather than measure progress mainly through visitor numbers.
The agency is targeting a 60:40 distribution of visitors between major tourism centres and emerging destinations. Its programme covers 19 priority destinations and 55 target tourism communities, aiming to broaden travel experiences and distribute income more widely.
Local returns must rise alongside visitor spending
Adith Chairattananon, secretary-general of the Association of Thai Travel Agents (ATTA), supported the direction but argued that high-value tourism should generate greater economic value from every visitor segment, not simply attract wealthy travellers.
He cautioned that higher spending would not represent success if operators and communities received unchanged or smaller returns.
Adith identified five priorities. First, performance should be measured through net revenue, spending per trip, length of stay and local income distribution. Second, the industry should offer distinctive experiences built on culture, local lifestyles and Thai identity rather than simply sell destinations and itineraries.
His third priority was safety, service standards and traveller confidence. Fourth, intelligent tourism data should guide products and marketing by revealing each market’s behaviour, needs and purchasing power.
Finally, small and medium-sized enterprises need support to compete through quality, expertise and service innovation rather than price.
Adith urged the government to support that transition through infrastructure, workforce development and technology, while removing unnecessary costs. He described this as the practical shift from a tourism economy towards a high-value visitor economy.
Wellness and culture underpin TAT’s strategy
Thapanee outlined an ambition to position Thailand as “Asia’s No.1 High-Value & Meaningful Destination”, supported by the “Healing is the New Luxury” concept.
The approach defines luxury beyond premium prices and services, emphasising time, emotional connections and returning home feeling better. TAT wants to move from “Value for Money” towards “Value Through Meaning”, using nature, Thai food, arts, culture and local lifestyles to offer relaxation and personal renewal.
Travellers increasingly want to restore their energy, learn, spend meaningful time with family and reconnect with themselves, she noted.
Four experience categories underpin the plan: festivals, traditions and culture; World Heritage sites and creative cities; creative tourism; and health and wellness tourism.
TAT’s Festival Economy approach includes the Ubon Ratchathani Candle Festival, Songkran, Loi Krathong, the Lai Ruea Fai illuminated boat procession, Wonderfruit and Tomorrowland. The aim is to encourage travel throughout the year and turn cultural strengths into local income.
Thailand’s nine members of the UNESCO Creative Cities Network provide another opportunity, with gastronomy and handicrafts among their specialities.
To position Thailand as a global health and wellness destination, TAT plans to draw on private hospitals, preventive care, science-based services, traditional knowledge and nature-based activities. Examples include surf therapy in Phang Nga, combining surfing with emotional wellbeing activities, and Bangkok’s longevity services and programmes using technology to analyse health data.
Purpose-led travel for long-haul markets
Jirawadee Khunsap, TAT deputy governor for Europe, the Americas, the Middle East and Africa, described long-haul travellers as an established high-quality segment whose interests extend beyond conventional holidays.
Under “Travel by Purpose”, TAT aims to develop distinctive experiences around individual motivations, drawing on service standards, Thai hospitality and culture.
She linked the approach to changing travel motivations described by the World Tourism Organization, now known as UN Tourism.
European and other long-haul visitors value social and environmental responsibility, she noted. Showing that their spending benefits local residents can add emotional satisfaction to a trip.
Health and lifestyle products, wellness treatments and experiential shopping are among the opportunities. Jirawadee cited ICONSIAM’s development beyond a shopping centre into a destination offering visitor participation, particularly relevant to long-haul and Middle Eastern markets.
Middle Eastern visitors may seek healthcare and recovery programmes lasting one to two weeks, while families travelling in summer may want children to explore rainforests and wildlife.
Incentive travel is another opportunity, with operators in long-haul markets having established dedicated departments. Jirawadee also pointed to international business-to-business luxury gatherings, including luxury travel, healing and jewellery events, that attract buyers and sellers interested in returning.
Events and air links support market expansion
Thailand can build in 2027 on the visibility and confidence generated by hosting meetings of the International Monetary Fund and World Bank Group, Jirawadee added.
Further opportunities include the Global Summit of Women, ULTRA Thailand 2027, which aims to connect ultra-luxury travel businesses, and health and wellness activities.
These efforts sit alongside TAT’s Airline Focus policy, which promotes cooperation with airlines and partners to expand routes and passenger capacity from promising markets.
Jirawadee stressed that Thailand must continue developing new products and distinctive experiences to sustain its international competitiveness.
Responsible tourism as a mainstream standard
TAT is also pursuing the Thailand Green Tourism Plan 2030, encouraging operators to meet internationally aligned sustainability standards through TAT STGs STAR and CF-Hotels.
The Krabi Prototype initiative draws on local participation, from families to community leaders, to develop a green tourism model. The approach is being extended through the Chiang Mai Prototype, with provincial leaders signing a statement of intent to advance it.
Thapanee’s objective is to make responsible tourism a mainstream industry standard rather than an option for a niche market, supporting long-term economic, social and environmental benefits.
Source: Thansettakij
