Travel Thailand—Every Step Safely and Confidently: Strategies to Attract World Tourists

          Key Points

Thailand has established the National Tourism Strategy (2025–2030) to guide the industry toward sustainability by prioritizing quality over quantity, diversifying income sources, leveraging soft power and the digital economy, and strengthening crisis preparedness in line with global trends.
Enhancing tourist safety through the establishment of help centers in 40 provinces, the introduction of QR Emergency Points, and the operation of a multilingual 1155 hotline.
Facilitating tourism services through the development of Smart Tourist IDs and the Thailand Traveller Voice application, enabling real-time feedback from visitors.
Promoting Thailand internationally by participating in major global tourism platforms such as ITB Berlin, WTM London, and ILTM Asia Pacific, organizing familiarisation (FAM) trips, and inviting international media to experience the region.
Improving accessibility by expanding direct international flights to secondary cities, extending visa-free measures, and upgrading the e-Visa system with greater convenience and multilingual support.
Promoting sustainable tourism through the Green Tourism Awards and advancing Thailand’s Creative Cities within the UNESCO network.
Utilizing big data to analyze target audience behavior and collaborating with global partners such as Mastercard and Mintel to develop niche marketing strategies.
Implementing Biometric Facial Recognition technology at Suvarnabhumi Airport to ensure fast and secure entry and exit processes.
Launching the Thailand Tourist Police Application to provide additional channels for incident reporting and assistance for international tourists.
Elevating Thailand as a regional tourism hub through the “Amazing Thailand Grand Tourism and Sports 2025” campaign, linking tourism with sports.
 

          Summary

Thailand has established the National Tourism Strategy (2025–2030) to steer the tourism industry toward sustainability. The strategy was announced at the Thailand Tourism Forum 2025 under the theme “Thailand's Tourism Vision: Global Alignment, Local Impact in a Disrupted World.” The Minister of Tourism and Sports publicly outlined the policy, which consists of five key strategies: (1) shifting the focus from quantity to quality; (2) distributing income to secondary cities and local communities; (3) integrating soft power with the digital economy; (4) diversifying market risks; and (5) strengthening crisis preparedness. Through this framework, Thailand aims to position itself as a sustainable tourism hub at both regional and global levels.

In line with this vision, Thailand is systematically enhancing tourism safety, implementing image-building campaigns to attract visitors, and advancing sustainable tourism initiatives. Clear policies and operation plans are being carried out by key agencies, including the Tourism Authority of Thailand (TAT), the Ministry of Foreign Affairs, and the Tourist Police. The strategy also leverages technology and private-sector collaboration to deliver tangible benefits for the national economy while strengthening Thailand’s global image.

To support this policy and enhance the convenience and safety of international travel, Suvarnabhumi Airport began implementing a Biometric Facial Recognition system in December 2024. This automated system, linked to a real-time passenger database, enables immigration officers to verify travelers’ identities quickly and accurately, reducing reliance on paper documents. As a result, average waiting times at immigration checkpoints have decreased from 45 minutes to under 20 minutes, significantly improving the travel experience and strengthening tourist confidence.

Beyond technological measures, Thailand has designated “Safe Tourism” as a national policy priority. The Ministry of Tourism and Sports, in collaboration with the Royal Thai Police, has expanded Tourist Assistance Centers to 79 locations nationwide, with operations in 17 provinces and plans to extend coverage to 40 provinces. QR Emergency Points have been installed at major tourist sites—including Khao San Road, Patong Beach, airports, and skytrain stations—allowing visitors to instantly report incidents via mobile devices with location-specific information. In addition, the 1155 multilingual hotline provides round-the-clock support. The Tourist Police Division, serving as the primary emergency response agency, has also launched the Thailand Tourist Police Application, which enables tourists to report emergencies or file service complaints directly from their mobile phones. Featuring automatic location tracking and multilingual support, the app enhances coordination with relevant agencies, reduces response times, and further reinforces international confidence in Thailand’s safety and security systems.

The Thai government has not only focused on establishing Tourist Assistance Centers (TACs), but also prioritized personnel development and international collaboration. Nationwide training programs have been implemented for hotel staff, local officials, and tourism operators, emphasizing safety protocols, hazard awareness, first aid, and emergency management to ensure tourist care meets international standards. In addition, the government has partnered with international organizations to organize training and develop courses on sustainable tourism, raising both service quality and professional standards. In terms of international cooperation, TACs work closely with embassies and honorary consulates from multiple countries to provide swift and effective assistance to international tourists in cases such as document loss, accidents, or legal issues. These combined efforts have strengthened Thailand’s reputation for comprehensive and internationally recognized safety measures, ensuring that tourists can feel confident and secure throughout their journey.

To further support tourism, the Digital Economy Promotion Agency (DEPA) and the Tourism Authority of Thailand (TAT) jointly launched the Smart Tourist ID system in early 2025, piloted in Phuket, Chiang Mai, and Bangkok. This optional digital system allows tourists to register via a mobile application for convenient access to participating hotels, shops, and transportation services, while also receiving tailored recommendations and real-time notifications during their trip. Importantly, the system does not collect in-depth personal data, ensuring privacy while promoting convenience, safety, and an enhanced travel experience.

In parallel, TAT introduced the Thailand Traveller Voice application, which enables tourists to rate service quality, report problems, and share feedback on their experiences. These insights are transmitted directly to the Ministry of Tourism and Sports, where they are systematically analyzed to inform policy decisions and raise national tourism service standards.

International promotion is another key strategy actively pursued by the TAT. The agency regularly participates in world-class tourism events such as ITB Berlin (Germany), WTM London (UK), and the International Luxury Travel Market (ILTM) Asia Pacific, engaging with global tourism operators and positioning Thailand under the concept of “Meaningful Travel,” which highlights value, authentic experiences, and sustainability.

To deepen engagement, the TAT has continued to implement its Familiarisation Trip (FAM Trip) program, inviting media representatives, influencers, and tourism operators from target markets including Japan, South Korea, Germany, France, the United States, China, and ASEAN countries by 2025. The program expanded to provide immersive experiences at authentic Thai destinations, enabling participants to connect with local culture, lifestyles, and tourism potential first-hand. These experiences often inspire participants to share positive impressions through mainstream and social media channels, amplifying Thailand’s reputation worldwide. Key initiatives in previous years include the Be My Guest program, which introduced international influencers to Thailand’s secondary cities, and the Sawasdee Ni Hao program tailored for the Chinese market. In addition, niche campaigns such as the LGBTQ+–focused Amazing Thailand Romance Month have further broadened Thailand’s appeal to diverse segments. Together, these initiatives strengthen cultural understanding and foster long-term connections between international travelers and Thailand.

Distributing tourist flows from primary to secondary cities forms a core strategy of the TAT to ensure equitable and sustainable income distribution. To achieve this, accessibility is being enhanced through the expansion of direct international flights to secondary destinations such as Khon Kaen, Sukhothai, and Ubon Ratchathani, making it easier for travelers from emerging and potential markets to visit. At the same time, the government has introduced measures to facilitate international arrivals, including visa exemptions for travelers from a wider range of countries and upgrades to the e-Visa system, which now supports global services in eight languages. These initiatives make entry into Thailand faster, more convenient, and user-friendly. Together, they form part of the “balanced growth” approach, aimed at fairly distributing tourism income, creating new opportunities, and enhancing the quality of life across regions.

To further promote sustainable tourism, the TAT organizes the "Thailand Tourism Awards" every two years. In 2025, the 15th edition was held with the goal of raising industry standards and building confidence among both domestic and international tourists. Awards are presented across multiple categories, including accommodations, attractions, tour programs, and tourism promotion organizations. Each category incorporates criteria for quality, safety, and environmental responsibility. Notably, the Sustainability Awards honor operators that excel in natural resource management, carbon footprint reduction, adoption of clean energy, effective waste management, and active community engagement—qualities that resonate strongly with today’s environmentally conscious travelers.

The TAT is collaborating with multiple agencies to advance Sustainable Tourism Goals (STGs) and foster balanced, long-term growth. A key initiative in this effort is the Amazing Thailand Grand Tourism and Sports 2025 campaign, which positions Thailand as a sustainable regional tourism hub through the integration of soft power and sports. Activities under this campaign are designed to align tangibly with the STGs framework—for example, coastal marathons that minimize single-use plastics; youth football and extreme sports tournaments in tourist cities that promote public transportation; new tourism routes connected to effective energy-efficient stadiums; and zero-waste campaigns embedded within major events. Tourists are also invited to take part in carbon-neutral activities, including reforestation and support for environmental conservation projects. On the international stage, sports are leveraged as a powerful medium through fan meets with renowned athletes, global sports exhibitions, and high-profile media coverage, all of which enhance Thailand’s image as a modern, environmentally conscious destination that thrives in harmony with communities and nature.

In addition, Thailand has systematically applied Big Data to tourism planning. Through partnerships between TAT, the Digital Economy Information Center, and Mastercard, data on tourist behavior and spending patterns are collected and analyzed to craft market-specific strategies. For instance, tailored campaigns include Wellness Thailand for European travelers, Café and Culture for Japanese visitors, and Thai Luxury Experience for Middle Eastern markets. These insights form the foundation for TAT’s official annual campaigns, ensuring precision in both promotion and resource allocation.

Together, these policies and implementations have transformed "Travel Thailand—Every Step Safely and Confidently", from a slogan into a comprehensive national strategy—encompassing safety, technology, service standards, image communication, and sustainability. The overarching goal is to increase tourism revenue, fairly distribute benefits to communities, and strengthen international confidence in Thailand as a premier global destination.

          References

•    Ministry of Foreign Affairs. (2025). Information on the Extension of Free Visa Measures and the e-Visa System.

•    Ministry of Tourism and Sports. (2025). Thailand Tourism Forum 2025: Thailand Tourism Strategy 2025–2030.

•    Tourism Authority of Thailand. (2025). Report on the Operation Plan to Promote Sports Tourism under the Amazing Thailand Grand Tourism and Sports 2025 Campaign.

•    Tourism Authority of Thailand. (2025). Summary of Participation in ITB Berlin and the International FAM Trip Project.

•    Tourism Authority of Thailand. (2025). Amazing Thailand 2025 Tourism Communication Plan.

•    Tourism Authority of Thailand. (2025). Report on the Familiarisation Trip (FAM Trip) Project and Targeted Marketing Campaign.

•    Tourism Authority of Thailand. (2025). Thailand Tourism Awards 2025 and the Driving of Sustainable Tourism Goals (STGs).

•    Tourist Police Division. (2024). Thailand Tourist Police Application.

•    Tourist Police Division. (2025). Report on the Installation of QR Emergency and the Expansion of Tourist Assistance Centers.

•    Airports of Thailand. (2024). Report on the implementation of the biometric facial recognition system at Suvarnabhumi Airport.

•    Digital Economy Promotion Agency (DEPA). (2025). Smart Tourist ID Project.

•    Tourism Authority of Thailand. (2025). Thailand Traveller Voice Application: Real-time Tourist Voice Listening System.

•    Digital Economy Information Center. (2025). Utilizing Big Data in Tourism with Mintel and Mastercard.

•    UNESCO Thailand. (2025). Proposing Thailand to the Creative Cities Network.

•    VisaGuide.World. (2024). Safest Countries for Solo Female Travelers.