Thailand targets 5pc tourism revenue growth in 2027

Thailand is targeting at least 5 percent growth in tourism revenue in 2027 as the country moves toward a strategy focused on higher-value travel, destination diversification and long-term competitiveness.

The Tourism Authority of Thailand (TAT) has named 2027 the 'Year of Transformation', with a revenue target set above the THB 3 trillion ($94.7 billion) goal for 2026.

The strategy seeks to reduce pressure on Thailand’s most popular destinations by encouraging a 60:40 split between established and emerging tourism areas. TAT also aims to strengthen visitor loyalty and position Thailand as Asia’s leading high-value and meaningful destination.

The plan is built around four priorities: diversifying source markets, developing more meaningful travel experiences, creating new tourism growth engines and strengthening cooperation across the tourism industry.

TAT plans to increase the share of international visitors while expanding opportunities in emerging long-haul markets, including Eastern Europe and Latin America. It also intends to promote wellness, culture, food, sports, festivals and sustainable tourism as key sources of future growth.

The agency will use data, technology and artificial intelligence to improve tourism management and support businesses, startups and local destinations.

TAT Governor Thapanee Kiatphaibool said the strategy reflects a shift away from relying primarily on visitor volume toward quality, value and sustainable competitiveness.