The Tourism Authority of Thailand (TAT) has unveiled its 2027 marketing action plan, "The Year of Transformation," marking a shift from volume-driven tourism to value-driven growth. The ultimate goal is to position Thailand as Asia's No. 1 High-Value & Meaningful Destination.

To get there, TAT is rolling out Four Strategic Moves:

1. Rebalance Market Portfolio — Spreading tourism income more evenly through "The Link Plus," which connects travelers to 19 new destinations across the country.
2. Shape Experience Platform — Repositioning Thailand as a meaningful destination through the "Healing is the New Luxury" campaign.
3. Build New Growth Engines — Introducing four new drivers of tourism-related economic growth.
4. Transform Together — Unifying all sectors through shared data and stronger capacity-building.

The targets by 2027:
■ At least 5% revenue growth over 2026
■ A 60:40 visitor split between major and secondary cities
■ A top-3 ranking in Asia for tourist loyalty

Guided by four core principles:
● Honesty — earning travelers' trust
● Safety — building their confidence
● Quality — ensuring reliability
● Experience — creating moments worth returning for

From strategy to action, this initiative is set to redefine Thailand's tourism industry — driving sustainable economic growth and better livelihoods for local communities nationwide.