Minister of Tourism and Sports Surasak Phancharoenworakul has announced a new strategic direction for Thailand’s tourism, shifting the focus from mass volume to value creation. The initiative aims to elevate Thailand as Asia's No. 1 high-value destination, offering 365 days of travel experiences year-round.

Mr. Surasak on 24 August 2026 presided over the opening ceremony unveiling the Tourism Authority of Thailand (TAT)’s 2027 marketing action plan under the theme “The Year of Transformation” at Rajadamnern Stadium in Bangkok.

He stated that the next phase of Thailand’s tourism aims to measure success no longer by the number of tourists, but by emphasizing quality, economic value, wealth distribution, and sustainability. Through this approach, Thailand’s strengths in health, wellness, culture, gastronomy, sports, and local ways of life will be leveraged to create diverse tourism products and experiences tailored for quality travelers worldwide.

Mr. Surasak also gave policy directives to TAT to upgrade itself into a data-driven organization, using artificial intelligence (AI) technology to analyze tourist behavior and demands and to develop effective marketing plans.

He stressed the need for “Team Thailand” cooperation between the public and private sectors, entrepreneurs, communities, and all partners to create a strong tourism ecosystem, enabling Thailand to achieve its goal of becoming an all-season destination for travelers.

Meanwhile, TAT Governor Thapanee Kiatphaibool said that TAT has set the “2027 winning goal” by targeting tourism revenue growth of at least 5 percent, a 60:40 distribution of visitors between major and lesser-known destinations, and a tourist loyalty index ranking among the top three in Asia.

To achieve this, Thailand will rebalance its market portfolio and expand its tourism base into emerging markets, such as Eastern Europe and Latin America. At the same time, the Amazing Thailand campaign will transition into a “Meaningful Destination” under the theme “Healing is the New Luxury.”

Thailand will also build a new growth engine, connecting tourism with the well-being economy and pushing forward wellness tourism and a festival economy, including world-class events. A tourism leadership institute is set to be established in 2028 to develop personnel and the new generation to move with changes in the global tourism industry.