Quality Over Quantity: Thailand Lays Out New Blueprint for Tourism
Thailand’s Deputy Prime Minister and Minister of Commerce Suphajee Suthumpun outlined the government's new tourism strategy to Parliament on 9 April, with a clear focus on attracting higher-value visitors, increasing spending, and encouraging longer stays through richer, more diverse travel experiences.
The plan leans into what Thailand does best, culture, history, sports, and cuisine, while creating broader income opportunities for local communities. Medical tourism is also on the agenda, building on the country's healthcare strengths and opening up jobs, including for older workers.
On the innovation front, AI will be used to enhance travel experiences and shine a spotlight on secondary cities. Each province will be encouraged to promote its signature products, including Geographical Indication goods, supported by a national tourism calendar designed to spread travel evenly throughout the year.
The Deputy Prime Minister also called on all sectors to work together, stressing the importance of accurate public communication as Thailand navigates a shifting global landscape.
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