BANGKOK – Thailand’s Tourism Minister Surasak Phancharoenworakul has a clear message: The country will no longer chase every visitor at any cost. He wants quality over quantity.
At a meeting with the Tourism Authority of Thailand (TAT) on Monday, July 27, he laid out a seven-point strategy. The focus is on higher-value experiences and more even distribution of revenue.
Tomorrowland Thailand set for 2026–2030
The government is pushing hard to land global mega-events. Officials want the world-famous Tomorrowland festival in Thailand between 2026 and 2030.
They estimate the net economic value at 3.458 to 5.301 billion Baht per year. At least 127,500 international visitors and 22,500 Thai participants are expected.
400,000 discounted domestic flight tickets
To cushion rising travel costs from global oil price volatility, the campaign “Fly Thai, Feel Everything” launches. Together with six local airlines, they offer 400,000 discounted seats for Thai travellers.
The move eases the financial burden and boosts domestic demand. Separately, the “Thailand Air Connect” project aims to increase capacity for scheduled and charter flights into the country.
Tourist money to flow into 55 local communities
Away from the hotspots of Bangkok, Phuket and Pattaya – the government wants to steer visitors to 55 designated communities and secondary cities. The goal is to spread tourism’s economic benefits more evenly.
The “Thai Tiew Thai Plus” project, with a co-pay model, aims to stimulate domestic tourism. For now, visa and entry rules remain unchanged.
TAT moves to Culture Ministry
A major organisational shake-up is coming: the powerful TAT will be transferred from the Tourism Ministry to the Culture Ministry. The minister instructed the leadership to ensure a smooth transition without disruption.
The TAT keeps its functions under the Tourism Authority of Thailand Act. The future division of tasks between the two ministries still needs to be worked out.
The remaining points of the strategy target better corporate governance and more transparency within the agency. The apparatus should become more crisis-proof and geared toward sustainable growth nationwide.
said Minister Surasak.