Tourism Authority of Thailand Targets Higher Value Over Volume in 2027 Strategy

Key summary

The Tourism Authority of Thailand (TAT) has outlined a strategy for 2027 to shift focus from increasing tourist numbers to generating higher revenue per visitor. The plan aims for a 5% year-on-year growth in tourism income by raising average spending per person and attracting high-spending travelers through premium experiences, health tourism, lifestyle offerings, sub-cultures, and festival-based economies. The TAT plans to develop 19 new destinations for international tourists and target a 60:40 split between major and secondary cities, covering provinces in the North (Chiang Rai, Nan, Sukhothai), Northeast (Nakhon Ratchasima, Ubon Ratchathani), and East (Rayong, Chanthaburi). Major events like the Amazing Thailand Marathon Bangkok are expected to generate 1.41 billion baht in tourism-related economic impact, while Tomorrowland Thailand aims to attract high-spending foreign visitors. Wealth Research by Boon Lerk Securities estimates that South Asia will contribute the largest share of income growth at 28%, followed by ASEAN at 21% and Europe at 19%. Hotel business revenue is projected to grow faster than overall tourism income, as long-distance travelers spend 2.2 times more on accommodation per trip than short-haul visitors. The TAT forecasts 33.5 million international tourists in 2027, while Wealth Research estimates 34.0 million, with both projecting total tourism revenue at 1.64 trillion baht. Average spending is expected to reach 49,000–50,000 baht per person, representing a 1.8% increase over the previous year, compared to Wealth Research's estimate of 1.5%. CENTEL and AOT are highlighted as investment opportunities linked to tourism recovery and profit growth driven by passenger service charge increases.