Thailand Unveils 'Revenge Tourism' Strategy for 2026
- 24 thg 7, 2025
- 2 phút đọc
"The Thai government has approved a budget of 4.5 billion Baht (140 million USD) to implement a new tourism strategy aimed at attracting quality tourists for next year.
On July 21, the Tourism Authority of Thailand (TAT) introduced its tourism development strategy for 2026 with the theme 'Quality is the new way to count tourist numbers,' aiming to rebrand the country after a period of slow growth.
Ms. Thapanee Kiatphaibool, TAT Governor, stated that 2026 will be a significant milestone marking a change in how Thais approach tourism, shifting from counting tourist numbers to evaluating the quality and value that visitors bring."
According to Sorawong Thienthong, Minister of Tourism and Sports, from the beginning of this year until now, Thailand has welcomed over 18 million international tourists, generating revenue of more than 1.4 trillion baht (43.5 billion USD). The government has approved a budget package of 4.5 billion baht (equivalent to 140 million USD) to implement 22 initiatives to attract tourists.
The new strategy focuses on five key pillars: new customers, new products, new partners, new marketing strategies, and a new set of evaluation metrics, as well as enhancing the image of security and safety in the eyes of tourists."
Thailand also segments customer age groups to create tourism products for each segment, such as Millennials who enjoy exploration, and dynamic and individualistic Gen Z travelers. Additionally, the tourism industry divides the customer market into three main groups: priority customers (key markets that send the most tourists), customers from neighboring countries (within the region), and potential customers. Thailand is also adjusting its approach in mid-range markets such as Vietnam, Indonesia, and the Philippines to achieve higher effectiveness.
In the first four months of the year, international arrivals to Thailand decreased by 0.2% compared to the same period in 2024. TAT was forced to lower its international tourist arrival target from the initial 40 million, but still maintains its ambition for revenue growth."
Anh Minh (Theo TAT News)
Nguồn: VNExpress
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