The Tourism Authority of Thailand (TAT) announced its 2027 tourism strategy at an integrated meeting held from July 13 to 16, 2026. The plan sets a revenue target between 2.8 and 2.9 trillion baht and aims to maintain a minimum of 33 million foreign tourists in 2027, slightly exceeding the estimated 2026 revenue range of 2.68 to 2.78 trillion baht.
Government Drives Tourism Promotion with International Cooperation
Prime Minister Anutin Charnvirakul leads Thailand’s efforts to promote tourism alongside trade and investment. He has assigned Minister of Tourism and Sports Surasak Phancharoenworakul to accompany official overseas delegations to advance tourism partnerships. Recent diplomatic visits include discussions with Sichuan
Airlines and Chinese government officials on tourism cooperation and safety, talks in Malaysia focused on cross-border travel and border peace, and a strategic approach toward collaboration with Vietnam to develop the tourism industry.
Shift to Value-Driven, Sustainable Tourism Growth
TAT’s 2027 plan highlights a transition from volume-led to value-driven tourism, emphasizing “Value over Volume.” Four key approaches underpin this strategy: establishing Thailand as a high-value destination, balancing tourism markets and competitiveness, leveraging data, technology and innovation, and improving TAT’s organizational performance. The plan aims to deliver meaningful travel experiences, enhance sustainability, and boost the industry’s contribution to the national economy.
‘Thais Travel Thailand’ Co-Payment Program Proposed for Domestic Tourism
The private sector has proposed a
co-payment initiative named “Thais Travel Thailand” designed to stimulate domestic tourism in 2027. Announced by TAT Governor Thapanee Kiatphaibool, the program could include government support covering hotel accommodations and extend to car rental and public transportation expenses. This initiative aims to increase domestic trips, which TAT projects to reach 203 million in 2027.
Middle East Conflict Reduces Tourism Demand in 2026
The war in the Middle East since late February 2026 has severely impacted tourism demand from the region, except for the United Arab Emirates (UAE), which remains a stable source market. Despite hopes for improvement mid-year, resumed conflict continues to affect the Middle Eastern market, posing challenges
for growth in that segment.
Projected Tourist Numbers and Revenue Growth Targets for 2027
TAT plans to maintain at least 33 million foreign visitors in 2027 and aims to increase the average domestic travel frequency from over two trips to three trips per person annually. The overall focus is on 5 to 7 percent growth in tourism revenue, targeting 2.8 trillion to 2.9 trillion baht. The strategy includes raising the proportion of high-spending tourists, currently averaging about 52,000 baht per trip, by at least 10 percent annually and expanding into new source markets such as Eastern Europe, Africa, and South America.
Upcoming Market Briefing and Marketing Direction Announcement
Following the July integrated meeting, TAT will host
a Market Briefing and Tourism Clinic on July 21, 2026, at the Queen Sirikit National Convention Centre in Bangkok. These events will present market conditions and promotion plans to Thai tourism operators and facilitate networking with TAT overseas offices. The tourism marketing direction for 2027 will be officially announced in August 2026.
Minister Surasak Phancharoenworakul stated, “Thailand’s tourism sector faces another highly challenging year in 2027. The target is to generate total revenue from domestic and international markets at least equal to the 2026 level and attract at least 33 million foreign tourists to Thailand.”
