Agency pursues growth through niche tourism

Thailand's Tourism Authority (TAT) has outlined an ambitious growth strategy focused on quality over quantity, targeting between 2.76 and 2.9 trillion baht in tourism revenue for 2027 from both international and domestic markets.

At the TAT Action Plan 2027 meeting, Tourism and Sports Minister Surasak Phancharoenworakul emphasised that the government's priority is increasing tourism spending rather than simply growing visitor numbers. He also acknowledged that geopolitics and international trade are now significant factors shaping the tourism landscape, calling on the TAT to respond more swiftly to rapid changes.

TAT governor Thapanee Kiatphaibool confirmed that the minimum revenue target for 2027 is 2.76 trillion baht from more than 33 million arrivals, with the potential to reach 2.8 to 2.9 trillion baht if high-spending visitors increase as planned. This high-spending segment currently accounts for less than 10 percent of total arrivals, with each visitor spending an average of 52,000 baht per trip. The TAT aims to grow this segment by more than 10 percent annually from 2027.

The focus will be on niche markets including MICE (meetings, incentives, conventions and exhibitions), sports tourism, digital nomads, and health and wellness travellers. Emerging markets such as South Africa, Eastern Europe and Latin America are also being identified as strong growth opportunities, as many travellers from these regions have not previously visited Thailand.

On the domestic side, the TAT is targeting 203 million trips in 2027, encouraging Thais to travel more than three times per year on average, up from the current two. However, a declining population was noted as a key challenge for the domestic market.

Tourism safety was also highlighted as a priority. Minister Surasak mentioned efforts to eliminate nominee businesses and improve transparency around incidents affecting travel sentiment, referencing a recent bar fire in Bangkok's Lat Phrao area. He also called for stronger proactive engagement with foreign governments and private sector organisations to attract tourists.

For 2026, the tourism revenue target remains at 2.68 trillion baht with 33 million foreign arrivals expected.

For those living, working or investing in Thailand, these developments signal continued government commitment to positioning Thailand as a premium destination. SLF Legal is here to support expats, business owners and investors who want to understand how evolving tourism and business policies may affect their interests in Thailand.