TAT Unveils 2027 Tourism Strategy Targeting High-Value Travelers
The Tourism Authority of Thailand has unveiled its 2027 tourism product strategy, "THAILAND NEXTPERIENCE," focusing on five pillars including wellness, festivals, creative economy, sustainable tourism, and trusted experiences. The strategy aims to shift from volume to value, targeting at least 5% revenue growth by attracting high-quality travelers seeking meaningful, health-focused, and culturally authentic experiences. TAT will drive cross-sector partnerships to elevate Thai tourism products to international standards.
The Tourism Authority of Thailand (TAT) has launched "THAILAND NEXTPERIENCE: TOURISM PRODUCT HIGHLIGHT 2027," unveiling five strategic directions for developing Thai tourism products in 2027 under the "Transform Together" strategy. The initiative aims to leverage Thailand's potential and identity to create high-value tourism products and experiences through five key pillars: Wellness and Longevity Tourism, Festival Economy, Creative Economy, Sustainable and Regenerative Tourism, and Trusted Thailand. The goal is to push tourism products and routes to be market-ready both domestically and internationally, increasing economic value and driving Thailand toward a High-Value & Meaningful Destination.
TAT Governor Thapanee Kiatphaiboon stated that TAT aims to drive Thai tourism under the "Value over Volume" concept through the "Transform Together" strategy, emphasizing quality tourists and increasing travel value alongside developing products and routes that meet modern travelers' needs. This includes meaningful experiences reflecting local identity, environmental and community consciousness, and health and wellness tourism for physical and mental balance. For 2027, TAT will use the Amazing 5 Economy framework to develop tourism products while driving the Partnership 360 mechanism through cross-sector collaboration to elevate Thai tourism products to international standards and reach target groups effectively. This aims to increase travel opportunities and spending by both domestic and international tourists, distribute income to operators and communities, and support the 2027 tourism revenue target of no less than 5% growth, propelling Thailand toward a High-Value & Meaningful Destination.
The event featured a panel discussion on "THAILAND NEXTPERIENCE: TOURISM PRODUCT HIGHLIGHT 2027" with Governor Thapanee Kiatphaiboon, Dr. Disapong Panithaporn (Dr. Joe), co-founder and dermatologist at The Demis Clinic and owner of Acca brand, and Ben-Thawon Phassarasirikul from The Gaijin Trips page, exchanging perspectives on new-era tourist behavior, wellness, and approaches to developing tourism products that add value to travel and the Thai tourism industry.
TAT aims to develop Tourism Product 2027 through five key directions:
1. Wellness and Longevity Tourism: Elevating Thailand as a Global Health & Healing Destination under the concept "Healing is the New Luxury" by leveraging medical potential, Thai traditional medicine, food, services, and natural resources to develop holistic health experiences through three formats: Heal Better (treatment and recovery with standardized medical and health services), Live Longer (preventive healthcare and quality longevity), and Feel Better (mind-body balance restoration through Nature Healing, Sport Wellness, and Thai wisdom). This connects health services with hotels, spas, restaurants, herbs, sports activities, and communities, such as the Siriraj Sappayasatharn Thai Traditional Medicine Center and "The Wave of" activities.
