Bangkok – Thailand has announced a sweeping transformation of its tourism industry with the launch of “The New Thailand” strategy for 2026, centred on the theme “Value is the New Volume.” The plan marks a decisive shift away from mass tourism towards a model grounded in quality, sustainability, and cultural authenticity.
The Tourism Authority of Thailand (TAT), under the Ministry of Tourism and Sports, outlined the vision at the Queen Sirikit National Convention Centre, with senior government officials and tourism stakeholders in attendance. The initiative comes after Thailand welcomed over 18 million international visitors and generated 1.4 trillion Baht in revenue so far this year, despite global challenges in the sector.
The strategy introduces five new paradigms — New Customer, New Product, New Partnerships, New Marketing Strategy, and New Key Performance Indicators — supported by a 4.5-billion-Baht budget across 22 initiatives. These aim to strengthen safety, promote hidden destinations, and enhance Thailand’s soft power through cultural identity, sport tourism, and UNESCO Creative Cities Network engagements.
Four main pillars will guide the transformation: prioritising value over volume through precision marketing; balancing tourism flows across regions and seasons; advancing creative and thematic tourism to appeal to niche segments; and embedding measurable sustainability standards industry-wide. This approach will target high-potential traveller segments, from Millennials and Gen Z to luxury and wellness tourists, with tailored market strategies across Asia, Europe, and the Middle East.
On the international stage, TAT will adopt a tiered market approach — rebuilding trust in core markets like China, Hong Kong, and South Korea, cultivating growth in India and Japan, and developing long-haul opportunities in the United States, United Kingdom, and key European countries under its “New Million Market” strategy. Domestically, the “Grand Moment” campaign will encourage meaningful travel experiences, spotlighting regional strengths and fostering deeper community connections.
To deliver on these goals, Thailand will invest in innovation, inclusivity, and locally rooted tourism products — spanning wellness retreats, adventure travel, LGBTQ+ experiences, gastronomy, cultural festivals, and sports. New travel routes and enhanced connectivity, along with quality certifications such as the Safe Travel Stamp and Thailand Tourism Awards, will underpin these offerings.
Major international events will serve as cultural and economic catalysts, from the Maha Loy Krathong festival and Songkran World Water Festival to Tomorrowland Thailand 2026 — the first full-scale edition of the famed Belgian music festival in Asia. Sport tourism will also play a central role, with the SEA Games, global marathons, and world-class golf events strengthening Thailand’s profile.
TAT Governor Thapanee Kiatphaibool emphasised that the success of “The New Thailand” will be measured not only in arrivals, but in stakeholder satisfaction, community benefit, and the country’s rise into the world’s top 15 tourism economies. “This is our moment to shift from popularity to purpose,” she said, “anchoring tourism in sustainability, collaboration, and identity to create lasting value.”
