THE Tourism Authority of Thailand (TAT) set out a 2027 marketing plan on Monday, targeting at least a five per cent 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 traveller 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 towards quality, value, and longterm competitiveness.
Xinhua
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