Thailand's 'Value is the New Volume' vision to redefine its tourism landscape, global appeal
TAT announces 2026 strategy
The Thailand government has approved a 4.5-billion-Baht budget for tourism to drive 22 strategic initiatives.
The Tourism Authority of Thailand (TAT), under the Ministry of Tourism and Sports, has unveiled its 2026 strategy under the theme “Value is the New Volume”—ushering in The New Thailand and signalling a bold shift to redefine Thai tourism through quality, balance, and sustainability.
The announcement took place at the Queen Sirikit National Convention Centre in Bangkok, attended by Minister of Culture, Paetongtarn Shinawatra, Minister of Tourism and Sports, Sorawong Thienthong, along with Deputy Minister of Interior, Teerarat Samretvanich, tourism ministry executives including TAT, tourism operators and stakeholders from across the country.
Sorawong Thienthong, Minister of Tourism and Sports, said, “Despite global tourism has faced several challenges in 2024, Thailand remains a leading destination, having welcomed more than 18.08 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. 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,” Thienthong added.
The strategy stands on four pillars: prioritising Value over Volume through precision marketing and a deeper understanding of traveller segments—amplified by soft power and data-driven storytelling; Balancing Tourism across regions and seasons by spotlighting local identity and decentralising flow; Advancing Creative and Thematic Tourism with curated, niche experiences that engage diverse audiences; and embedding Sustainability as a measurable, sector-wide standard.
Thapanee Kiatphaibool, TAT Governor, stated: “2026 marks the beginning of a fundamental shift towards The New Thailand—where tourism success is defined by value, not volume. 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.”
On the international front, TAT is expected to 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.
To support this, TAT has said to mapped out three strategic market tiers. Priority markets include mature destinations like China and Hong Kong, where efforts will focus on rebuilding safety perceptions and expanding into secondary cities. In short-haul markets such as Malaysia, South Korea, and Singapore, TAT will continue to grow new segments while nurturing existing audiences. Growth markets in the short-haul category, including India and Japan, will be further cultivated, while long-haul destinations such as the United States, United Kingdom, France, Germany, and Russia will be developed under the “New Million Market” strategy to attract high-value travellers. Mid-sized and emerging markets including Taiwan, Vietnam, Indonesia, and the Philippines will be expanded through new target segments and geographic areas. Meanwhile, markets such as Australia, Scandinavia, Italy, and Spain will be positioned under Thailand’s “Green Destination” and “Long Stay Paradise” concepts. High-value markets in the Middle East will receive tailored offerings in premium wellness and leisure, alongside continued momentum in markets like Israel.
Communications will shift from transactional promotion to purpose-led storytelling under the theme “Unforgettable Experience.” This strategy will be rooted in area-based marketing and experience-led design, tailored to the evolving lifestyles of three high-potential groups: Millennials, high-end travellers, and multi-generational families. Exclusive offerings—such as wellness retreats, sport tourism, and cultural immersion—will be deployed to stimulate year-round and repeat travel across both flagship and emerging destinations. Regional campaigns will spotlight each area’s distinct strengths; soft adventure and gastronomy in the East; seasonal storytelling and community culture in the North; rich traditions in the Northeast; and nature-based wellness in the South.
New travel routes—by land, sea, air, and rail—will link major cities and emerging destinations both within Thailand and across the region. New travel options like Mekong cruises, themed trains (Kiha, Royal Blossom, Blue Jasmine, STR Prestige), and private air travel are being expected. On the quality front, flagship certifications such as the Thailand Tourism Awards, TAT Certified (STGs STAR and STAR Plus), and CF Hotels. Krabi, continuing as a prototype of sustainable tourism under the “Blue Zones” concept, will lead with ten certified routes showcased internationally. This will be reinforced by the Trusted Thailand (Safe Travel Stamp) launching in August—ensuring safety, accessibility, and service excellence.
“With sustainability, collaboration, and local identity at the core, Thailand is ready to become not just a destination to visit, but a destination of enduring value,” Thapanee concluded.
