Thailand redefines tourism with focus on quality and sustainability

Friday, 20 Jun, 2025 0

At the recent Thailand Travel Mart Plus (TTM+) in Chiang Mai, the Tourism Authority of Thailand (TAT) confirmed a strategic pivot: prioritizing quality and sustainability over high visitor numbers. Amid declining regional arrivals—especially from China and South Korea—TAT is targeting higher-value tourism.

After attracting over 11 million Chinese visitors in 2019, Thailand now forecasts 4.5 to 5 million of them by 2025. This drop opens doors for long-haul markets, especially Europe. “We aim for fewer visitors, but with higher spending and richer experiences,” said TAT Governor Thapanee Kiatphaibool.

In 2024, over 8 million European tourists visited Thailand on a total of 35.5 million travellers. The UK, Germany, and potentially France will likely exceed one million visitors each by 2025.

During TTM+, TAT unveiled new initiatives aligned with Thailand’s “soft power” strategy—emphasizing culture, wellness, and sustainability. Wellness tourism is a priority, including spa, yoga, massage, and regional culinary experiences under the “Wellness on a Plate” campaign, featuring dishes made with local herbs and sustainable techniques.

Gastronomy remains indeed central, with attention to Michelin-rated restaurants and street food. Cultural tourism is also expanding to lesser-known cities. Such as Nan and Phrae in the North, Trat and Chanthaburi in the East or Trang and Krabi in the South.

A highlight is the upcoming launch of the “Blue Jasmine” luxury train. The train will link Bangkok to Chiang Mai via Ayutthaya, Uthai Thani, and Sukhothai. Traditional festivals are also being revived as key attractions.

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