Thailand aims to generate at least 4 trillion baht ($118 billion) in annual tourism revenue by 2032, representing a 48% increase from the 2.7 trillion baht earned in 2025, according to a draft national plan reported by Skift. The strategy deprioritizes growth in foreign visitor arrivals, which have stagnated at approximately 33 million and are expected to decline for a second consecutive year.
Under the Fourth National Tourism Development Plan, the focus will shift towards increasing the economic value of tourism. This includes raising service standards, attracting higher-spending visitors, and distributing income more broadly to smaller businesses and local communities
throughout Thailand.
The plan identifies cruise and yacht tourism as high-revenue sectors with current infrastructure gaps. The Thailand government noted that “The country still needs more cruise terminals and yacht marinas to meet demand.” It has tasked the Tourism Authority of Thailand (TAT) with creating an infrastructure framework to address these deficiencies and help capture higher tourism spending.
While acknowledging that rising visitor prices contribute to revenue growth, the government recognizes that price increases alone do not equate to higher tourism value. The plan also seeks to improve Thailand’s ranking to the top 30 on the World Economic Forum’s Travel
& Tourism Development Index by enhancing overall sector competitiveness.
