The Tourism Authority of Thailand (TAT), under the Ministry of Tourism and Sports, has unveiled its 2026 strategy under the theme “Value is the New Volume”—ushering in The New Thailand and signalling a bold shift to redefine Thai tourism through quality, balance, and sustainability.

The announcement took place at the Queen Sirikit National Convention Centre in Bangkok, attended by Minister of Culture, Ms. Paetongtarn Shinawatra, Minister of Tourism and Sports, Mr. Sorawong Thienthong, along with Deputy Minister of Interior, Ms. Teerarat Samretvanich, tourism ministry executives including TAT, tourism operators and stakeholders from across the country.

Mr. Sorawong Thienthong, Minister of Tourism and Sports, said that despite global tourism has faced several challenges in 2024, Thailand remains a leading destination, having welcomed more than 18.08 million international visitors and generated 1.4 trillion Baht in revenue so far this year. In response to the shifting tourism landscape, the government has approved a 4.5-billion-Baht budget to drive 22 strategic initiatives.

The emphasis on local identity, sustainability, and inclusive growth is set to not only enhance the country’s appeal but also ensure that tourism remains a vital part of Thailand’s economy for years to come. As the country moves into this new era of tourism, it is clear that The New Thailand will be one of balance, authenticity, and long-term value, reshaping global perceptions and creating lasting memories for every visitor.

Its emphasis on regional tourism and creativity in marketing will not just help restore it to its place as a world-leading tourism destination, but also as an exemplar of sustainable tourism for the 21st century.

“Tourism is no longer just about numbers—it’s about trust, value, and inclusivity. Thailand is not simply bouncing back, but building forward—with safety, innovation, and sustainable growth as the foundation for a new era of Thai tourism,” Mr. Sorawong added.

Building on the government’s vision, TAT’s 2026 strategy marks the start of a paradigm shift—transforming Thai tourism into The New Thailand. With a sharp focus on quality over quantity, the agency is moving beyond image restoration to build a more balanced, resilient, and experience-led tourism economy. At its heart: integrity, safety, authentic connection, and long-term value—laying the foundation for sustainable growth across every sector.

“In 2026, success will be defined not solely by arrival numbers, but by the quality of experiences delivered, the satisfaction of all stakeholders, and Thailand’s ascent into the world’s top 15 tourism economies. This is our moment to shift from popularity to purpose—rebalancing the industry and advancing toward true quality. With sustainability, collaboration, and local identity at the core, Thailand is ready to become not just a destination to visit, but a destination of enduring value,” Ms. Thapanee concluded.

This TAT approach serves as the country’s strategy towards supporting a more resilient, culturally-immersive and environmentally sustainable future for travel for all.