Tourism has long been Thailand’s lifeblood, fueling economic growth, cultural pride, and a better quality of life for millions of Thais. Today, under the leadership of Thapanee Kiatphaibool, Governor of the Tourism Authority of Thailand (TAT), the sector is entering a new era—one defined by sustainability, inclusivity, and a premium global positioning.
At the heart of Thailand’s appeal lies Thainess: the hospitality, spirituality, language, and traditions that shape both domestic and international tourism. National campaigns such as Thai Rak Thai (“Thai Loves Thai”), Thai Tiew Thai, and We Travel Together have tapped into this cultural identity, inspiring residents to explore their homeland while promoting the kingdom’s unique soul to the world.
A Cohesive Vision for a Fragmented Industry
Tourism in Thailand is vast—spanning aviation, rail, hospitality, dining, events, digital platforms, and cultural experiences. Historically fragmented, the sector is now finding cohesion under Governor Thapanee’s stewardship. Since taking office in 2023, she has infused creativity and pragmatism into a clear roadmap that unites public and private players behind a common purpose.
Her “New Thailand” strategy rests on five pillars: new customers, new products, new partnerships, new marketing, and new performance metrics. This framework encourages innovation while positioning Thailand as a premium, resilient, and future-ready destination.
“With so much global potential, the key is unity and collaboration. We must support each other and diversify markets,” notes James Thurlby, President of Skål International Bangkok.
Sustainability and the New Tourism Model
Governor Thapanee’s tenure is marked by a strong sustainability agenda. Through partnerships with KHATA (Khon Thai Against PM2.5 and Air Toxicity Alliance), TAT is addressing critical issues such as agricultural burning, urban smog, and carbon emissions. This is more than environmental housekeeping—it is a reframing of tourism as part of Thailand’s national sustainability conversation.
Equally important is the economic model. Outdated, low-value mass tourism packages are being phased out in favour of high-value, meaningful travel experiences that enrich local communities and retain spending within Thailand.
“Tourism is not just an economic driver—it is essential to national development. With more than 20 percent of GDP linked to tourism, the sector enables reinvestment in infrastructure, healthcare, transport, and education,” says A.J. Wood, veteran hospitality leader and former Skål International director.
Premium Experiences and Inclusive Growth
Thailand is well placed to attract affluent travellers seeking exclusivity. New offerings range from luxury wellness retreats and curated heritage tours to royal-style rail journeys. Imported Japanese carriages are being restored into the “Red Blossom” and “Blue Train,” offering immersive, high-end experiences that celebrate Thai service culture and storytelling on rails.
At the community level, the Village to the World initiative, in partnership with the Stock Exchange of Thailand, is helping rural provinces adopt ESG-driven tourism models. Seven pilot provinces are already benefitting from inclusive development that connects tradition with modern opportunities.
Celebrations, Creativity, and Film Tourism
The Amazing Thailand Grand Tourism & Sports Year 2025 campaign exemplifies the fusion of tradition and innovation, spotlighting themes of festivity, privilege, and celebration. Bangkok remains the jewel in the crown, drawing more than 47 million visitors in 2024 thanks to its affordability, diverse attractions, and reputation as a global food capital.
Meanwhile, the Location Thailand programme is cementing the nation’s role as a film tourism hub. International productions—including The White Lotus Season 3 and Jurassic World: Rebirth—are being shot across Phuket, Trang, and Krabi, supported by cash rebate incentives of up to 30 percent.
Ambitious Targets, Climate Commitments
TAT has set its sights on 3 trillion baht in tourism revenue by 2026, supported by enhanced air connectivity, expanded digital engagement through AI and smart platforms, and coordinated global outreach. In parallel, the agency is spearheading Thailand’s Carbon Neutral and Net Zero Tourism framework with national research partners, aligning tourism growth with climate-smart policies.
One Leader, One Vision
Thailand’s tourism strategy under Governor Thapanee is not about incremental fixes but comprehensive transformation. By uniting industry stakeholders, elevating visitor experiences, and embedding sustainability at its core, the country is charting a path toward long-term resilience and global leadership.
One leader. One vision. One united future for Thai tourism.
