Tourists enjoy during sunset on Mahanakhon Skywalk rooftop at Mahanakhon building in Bangkok, Thailand, May 15, 2025. Photo by Reuters
Thailand has announced a major adjustment to its tourism strategy in response to declining long-haul arrivals, shifting greater focus toward domestic travel and short-haul markets amid global uncertainty and surging energy prices.
The Tourism Authority of Thailand (TAT) Governor Thapanee Kiatphaibool said an assessment conducted in March showed that arrivals from long-haul markets, particularly the Middle East, have begun to decline due to limited airline seat capacity and higher transportation costs linked to rising oil prices.
TAT has accelerated its campaign titled “Healing moments everywhere, feel-good trips every time” under the “near-home travel” concept. The strategy aims not only to reduce travel costs for Thai tourists but also to align with sustainable tourism trends by promoting community-based tourism and distributing income to emerging destinations nationwide. The approach places stronger emphasis on creating value through unique experiences rather than increasing visitor numbers.
Besides, TAT has intensified promotional efforts in short-haul markets such as China, which has recorded a notable growth of 38%, as well as Malaysia and India. Event-driven marketing is being used as a key strategy to attract visitors.
Among the highlights is the plan to elevate the traditional Songkran celebration to an international level through the Maha Songkran World Water Festival 2026. Thailand is also preparing to host the global music festival Tomorrowland Thailand later this year to draw more international tourists.
Thapanee noted that TAT is stepping up domestic tourism under the “near home travel” concept, with a stronger emphasis on sustainability and local identity. The goal is to encourage Thai travelers to take shorter trips, easing the burden of energy-related travel costs while spreading tourism income to communities across the country.
TAT believes the strategic adjustment will help maintain the stability of Thailand’s tourism sector in the short term while laying the groundwork for long-term sustainable growth aligned with the vision of “the New Thailand,” which prioritizes value over volume in tourism development.
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