Prime Minister Anutin Charnvirakul addressed Parliament on 9 April 2026, outlining the government's push to reposition Thailand as a leading regional destination. The strategy marks a clear shift, from volume-driven growth to high-value experiences.
Under this new approach, tourism will be integrated more closely with cultural policy, with plans to place tourism under the Ministry of Culture and advance "cultural diplomacy" to strengthen Thailand's global image while unlocking greater economic value from its cultural assets.
Thailand is targeting a "365-day destination" status, offering high-quality, safe, and memorable experiences to encourage repeat visits — particularly in wellness, cultural, and sustainable tourism. Local products and services, from food to spa and community-based offerings, will be embedded into the travel experience to boost income across the supply chain.
The government will further promote community-based tourism, support international events such as concerts and sports, and expand infrastructure to attract long-stay visitors and high-income digital nomads.
On the domestic front, tourism will be encouraged through incentives and the development of "must-visit" cities, while safety standards will be tightened through stricter law enforcement, mandatory insurance, and upgraded certification systems.
The strategy reflects Thailand's ambition to deliver higher-value tourism growth and strengthen global competitiveness. Equally important, it aims to ensure income is distributed more sustainably across the country.
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