The Tourism Authority of Thailand (TAT) announced a tourism revenue target of 2.8 to 2.9 trillion baht for 2027, aiming to attract at least 33 million foreign visitors. The target is designed to maintain or exceed the expected 2026 revenue level of 2.68 to 2.78 trillion baht despite ongoing challenges from the Middle East conflict affecting inbound demand from that region.
TAT’s Strategic Shift to High-Value Tourism
TAT plans to move away from volume-driven growth toward higher-value tourism under the theme “Value over Volume.” Its 2027 strategy emphasizes positioning Thailand as a High Value Destination, balancing diverse markets, and enhancing competitiveness through data, technology, and innovation.
The agency aims to increase the average travel frequency per person in Thailand from two trips annually to three.
The 2027 action plan also prioritizes transforming TAT into a high-performance organization prepared to adapt to rapid global changes. The agency targets raising the share of high-spending tourists by at least 10% per year; these visitors currently spend around 52,000 baht each per trip. New long-haul markets under consideration include Eastern Europe, Africa, and South America.
Government Support and International Cooperation
Prime Minister Anutin Charnvirakul embraces tourism as a crucial driver of economic growth and regional development. Under his leadership, Tourism and Sports Minister Surasak Phancharoenworakul
joined delegations to China, engaging with major airlines such as Sichuan Airlines and government officials to bolster tourism safety and confidence. Discussions with Malaysia focused on cross-border travel, trade, and border stability to promote tourism collaboration.
Visits to Vietnam emphasized partnership over competition in regional tourism growth. The government applies a “Team Thailand” strategy to integrate tourism growth with broader trade and investment policies. Surasak described tourism as linked closely to the economy, trade, investment, and foreign affairs, requiring adaptive measures to enhance Thailand’s global competitiveness.
Private Sector Tourism Stimulus and Domestic Travel Targets
The private sector proposed a central budget and co-payment initiative named “Thais Travel Thailand”
to stimulate tourism in 2027. This programme may subsidize hotel stays, rental vehicles, and public transport expenses. TAT Governor Thapanee Kiatphaibool indicated that the state-backed scheme aims to encourage domestic travel and spending.
TAT expects to record 203 million domestic trips in 2027, with a total tourism revenue goal of up to 2.9 trillion baht, representing 5-7% growth over 2026. The strategy covers various travel segments, including leisure, MICE, medical tourism, sports, digital nomads, and education.
Upcoming Industry Engagement and Marketing Plans
Following the integrated meeting on July 13-16, 2026, TAT will host a Market Briefing and Tourism Clinic on July 21 at the Queen Sirikit
National Convention Centre in Bangkok. These events aim to connect Thai tourism operators with TAT’s overseas offices to share market insights and foster cooperation in targeted tourist segments.
TAT plans to officially announce its 2027 marketing direction in August 2026 to align partners across all sectors in supporting sustainable tourism growth.
“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,” said Minister Surasak Phancharoenworakul.
