BANGKOK, Aug. 25 (Xinhua) -- The Tourism Authority of Thailand (TAT) set out a 2027 marketing plan on Monday, targeting at least a 5 percent increase in tourism revenue and shifting a larger share of visitors to emerging destinations, in a strategic move to rebalance growth.
Alongside the revenue target, measured against 2026, the state tourism body aims to distribute visitor traffic at a 60:40 ratio between primary and secondary cities, and rank the country among Asia's top spots for traveler loyalty, with the ultimate goal of becoming the region's leading high-value and meaningful destination.
Under the theme "The Year of Transformation," TAT governor Thapanee Kiatphaibool announced plans to transition Thai tourism's growth focus from visitor numbers toward quality, value, and long-term competitiveness.
The governor also noted that the Amazing Thailand brand will be repositioned from a destination offering value for money to one offering meaning, under the slogan "Healing is the New Luxury."
In his remarks, Tourism and Sports Minister Atthakorn Sirilatthayakorn said the ministry has been tasked with forming a joint public-private committee to develop Thailand as a year-round destination, identify measures to encourage domestic travel, and coordinate work on destination upgrades.
Atthakorn said one key policy directive for next year is to raise the Southeast Asian nation's standing as a destination for high-value experiences across health, culture, food, sport, entertainment, and creative tourism.
He also pointed to visitor safety as a priority for the sector, listing it among the areas where operators and local authorities would need to prepare for shifting travel patterns in 2027. ■