Thailand prepares a tourism reset for 2027 — from volume to value

Thailand is increasingly signalling that the next stage of its tourism strategy will focus less on simply maximising arrivals and more on high-value, quality-led growth.

The country’s 2027 strategy is being framed around attracting visitors who stay longer, spend more and engage with a wider range of destinations and experiences.

The timing is important. Thailand had recorded 19.76 million international visitors despite a 2.9% decline in arrivals, according to figures reported earlier this week.

Trade implication: Indian operators selling Thailand may increasingly need to move beyond Bangkok–Pattaya–Phuket packages towards wellness, luxury, islands, gastronomy, MICE and secondary destinations.