Thailand aims for 40 million visitors: TAT's strategic tourism goals revealed

 The Tourism Authority of Thailand (TAT) has unveiled plans to attract 40 million international visitors and generate 3.4 trillion baht in tourism revenue next year. TAT board chairwoman Nathriya Thawevong said the initiative is in line with the government's ambitious goal of establishing Thailand as a leading global tourist destination.

The strategies include hosting major events and offering tailored tour packages that meet diverse traveller preferences, including seniors and medical tourists. "Tourism is vital to Thailand's economy, and achieving this goal requires a concerted effort," she said, highlighting the government's full support for Thai tourism.

Thavevong acknowledged the shift in tourist preferences post-COVID-19, saying Thailand's tourism sector could contribute revenue faster than other sectors that are taking longer to recover.

Expecting a recovery in global tourism next year, Thawevong forecast this year's tourism revenue to reach 3 trillion baht as planned, with additional growth expected from major events in the fourth quarter.

TAT Governor Thapanee Kiatphaibool outlined ambitions to increase tourism revenue from 3 trillion baht this year to 3.4 trillion baht next year. The growth depends on attracting 40 million international visitors and encouraging 220 million domestic visits. The authority has requested a 6.23 billion baht budget for fiscal year 2025 to fund projects and activities.

In 2025, TAT aims to increase revenue from secondary cities by 25% annually, targeting high-spending tourists from key markets such as Europe, the Americas, the Middle East and Africa. Efforts will include introducing new tourism products and expanding flight capabilities to accommodate long-haul travelers.

TAT plans to attract visitors from across Asia, including China, India, South Korea, Japan, Taiwan, Indonesia, Pakistan, Bangladesh and the Philippines. It also wants to encourage tourism from neighbouring countries such as Malaysia, Laos, Cambodia and Vietnam in the long term.

For domestic tourism, TAT will run year-round campaigns to promote Thailand's attractions, seeing domestic tourism as crucial amid various economic challenges.