Thailand Shifts Tourism Strategy Towards Higher-Value Travellers – A New Era of Thai Tourism

Thailand is gearing up for a new tourism strategy focused on attracting higher-value travellers rather than relying heavily on visitor volumes. The Tourism Authority of Thailand (TAT) is developing an initiative labelled “NEXT”, which is expected by 2027, placing a greater emphasis on longer stays and stronger economic contributions.

The initiative emerges alongside Thailand’s focus on diversifying its source markets amid underwhelming recovery in Chinese outbound travel. Between January and May 2026, the country has welcomed more than 14 million tourists, with China, Malaysia, India, Russia and South Korea among the leading markets.

Beyond Thailand’s major tourism hubs, various regions offer opportunities to develop immersive regional experiences, such as Chanthaburi, Thailand. Hotel properties such as Chatrium Golf Resort Soi Dao Chanthaburi place travellers amid the province’s lush landscape, combining luxury leisure with opportunities to explore a less familiar side of Thailand.