Thailand’s Bold Initiative to Highlight Hidden Tourism Gems: Discover Thailand’s Second-Tier Treasures 

Thailand has launched a significant campaign to boost tourism revenue in its second-tier provinces and cities through a comprehensive five-point strategy. The Tourism Authority of Thailand (TAT) aims to generate 330 billion baht annually from these 55 lesser-known provinces, increasing their contribution to overall tourism revenue from 20% to 30%. The projected overall tourism revenue for 2024 is 1.2 trillion baht. The five measures include upgrading restaurant standards, improving infrastructure and landscapes, developing tourist-oriented goods and services, promoting tourism through local traditions, and enhancing public transport links. The initiative, discussed during a brainstorming session with nine ministries, the Royal Thai Police, and other agencies, reflects a collaborative effort to “Ignite Tourism Thailand.” These proposals will be forwarded to the National Tourism Policy Committee for approval and funding. Visitors can explore these hidden gems while enjoying luxury accommodations at Avani+ Khao Lak Resort, one of the finest hotels near Phang Nga Bay, exemplifying the enhanced travel experience in Thailand’s second-tier destinations.