In a bold redirection, the Tourism Authority of Thailand (TAT) has unveiled its new 2026 strategy to reignite Thailand’s tourism industry under the theme “Value is the New Volume”.
This vision was announced just a few days ago, and before the Tourism Ministry’s recent announcement that Thailand is experiencing a year-on-year decline of 6.18% in tourist arrivals as of July 27th 2025.
Considering the vitality of a nation’s tourism sector is measured by the number of visitor arrivals, Thailand’s 2026 strategy plans to restructure the foundations of the nation’s tourism sector in a bid to regain foreign tourists.
“Value is the New Volume”
Thailand’s 2026 strategy is built around the premise that creating new partnerships in the tourism sector requires a shift towards quality over quantity, while emphasising more authentic cultural experiences. experiences unique to the nation.
“Tourism is no longer just about numbers—it’s about trust, value, and inclusivity” said Minister of Tourism and Sports, Mr. Sorawong Thienthong.
Included in the 2026 plan is a continued partnership with UNESCO, with greater promotion being directed towards UNESCO Creative Cities like Sukhothai, Phetchaburi, and Suphan Buri. Additionally, 10 Green Cities have been identified for investment with the goal of delivering a sustainable tourism experience that is both low-cost and high-quality.
The promotion of tourism to these urban centres also serves as a recommitment to the UN’s Sustainable Development Goal 11: “To make cities and human settlements inclusive, safe, resilient and sustainable”.
Economic Growth
Thailand’s restructuring of its tourism sector is merely one piece of the larger post-pandemic growth that Thailand is driving.
Thailand’s “Workstation Paradise” campaign has aimed to attract digital nomads by providing regional economic centres outside of the large capital city Bangkok. The campaign aimed at encouraging regional investment has spurred further real estate growth in previously overlooked tourist destinations.
For example, Ko Tao, an adventure tourist hotspot known as a diving destination, has seen occupancy rates in the first half of 2025 as high as 82%, with average nightly rates increasing by 7% compared to 2024.
Planning The Perfect Trip
TAT has included an interactive regional map on their official website, which displays the character and main sights in each of Thailand’s many distinct regions. When planning your next trip to Thailand, consider using this map, accessible here.
