BANGKOK, Thailand – The Thai government is intensifying efforts to expand its tourism sector by promoting high-value travel experiences and attracting a broader range of international visitors. The strategy focuses on diversifying beyond ASEAN markets and targeting tourists with higher spending potential. By leveraging soft power and improving service industry standards, Thailand aims to boost economic growth while ensuring sustainable tourism development.
Deputy Government Spokesperson Sasikarn Wattanachan reaffirmed the administration’s commitment to supporting Thailand’s service industry and entrepreneurs across all sectors. She stated that by promoting Thai soft power, the country can attract more diverse international visitors and reduce dependence on short-stay, low-expenditure tourism from regional markets. Expanding into new demographics, she added, would help generate higher tourism revenue and create wider economic benefits.
Since the COVID-19 pandemic, wellness tourism has become a high-value segment, drawing travelers seeking spa treatments and specialized health recovery services. This sector is expected to continue growing as more high-spending visitors look for premium experiences. Another key driver of economic activity is event-based tourism, which includes music festivals, cultural events, and sports competitions. These activities not only enhance visitor experiences but also contribute to local businesses and communities by distributing income across various sectors.
According to the Ministry of Tourism and Sports, Thailand welcomed 35.54 million international tourists in 2024, reflecting a 26.27% increase from the previous year. The sector generated 1.67 trillion baht in revenue, representing a 34% growth. The largest number of visitors came from China, Malaysia, India, South Korea, and Russia. Chinese tourists accounted for 6,733,162 arrivals, followed by 4,952,078 from Malaysia, 2,129,149 from India, 1,868,945 from South Korea, and 1,745,327 from Russia.
The government remains focused on enhancing service quality, convenience, and safety to establish Thailand as a world-class tourist destination. By improving international standards and fostering sustainable tourism, the country aims to secure a resilient future for its tourism industry and ensure long-term economic prosperity. (NNT)
