TAT 2027 Tourism Plan: 5% Revenue Growth and Asia No. 1 Goal

Thansettakij•Economy•3d ago

Reader Briefing

The Tourism Authority of Thailand announced the 2027 marketing action plan under the concept 'The Year of Transformation' to shift from quantitative growth to value-based growth.

•The Tourism Authority of Thailand (TAT) announced the 'The Year of Transformation' plan on August 24, 2026, at Rajadamnern Stadium.
•TAT aims for tourism revenue growth of at least 5% compared to 2026.
•The plan targets a tourist distribution ratio of 60:40 between primary and secondary cities.
•TAT aims to rank in the top 3 for tourist loyalty in Asia to become Asia's No. 1 High-Value & Meaningful Destination.

Overview

•On August 24, 2026, the Tourism Authority of Thailand held a press conference at Rajadamnern Stadium to announce the 2027 marketing action plan.
•The Tourism Authority of Thailand is implementing four strategic moves: Rebalance Market Portfolio, Shape Experience Platform, Build New Growth Engine, and Transform Together.
•The Tourism Authority of Thailand set a target for tourism revenue to grow by at least 5% from 2026.
•The Tourism Authority of Thailand will distribute tourists between primary and secondary cities at a ratio of 60:40.
•The Tourism Authority of Thailand aims to increase the number of foreign tourists in 19 new tourism areas by 10% through 'The Link Plus' project.
•The Tourism Authority of Thailand is piloting Signature Destination Branding in five provinces: Chiang Rai, Ubon Ratchathani, Songkhla, Trat, and Samut Songkhram.
•The Tourism Authority of Thailand will officially open the Tourism Leadership Institute in 2028.
•Ms. Thapanee Kiatphiboon stated that the Tourism Authority of Thailand will shift tourism growth from quantity to value.

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Key Entities

Organization

Tourism Authority of Thailand(การท่องเที่ยวแห่งประเทศไทย)ℹ️

The government agency responsible for the 2027 marketing action plan and tourism promotion in Thailand.

Tourism Leadership Institute(สถาบันผู้นำด้านการท่องเที่ยว)

An institute that the Tourism Authority of Thailand will officially open in 2028.

Person

Thapanee Kiatphiboon(ฐาปนีย์ เกียรติไพบูลย์)

The Governor of the Tourism Authority of Thailand.

Place

Rajadamnern Stadium(เวทีมวยราชดำเนิน)ℹ️

The venue where the Tourism Authority of Thailand announced the 2027 marketing action plan.

Chiang Rai(เชียงราย)ℹ️

One of the five pilot provinces for Signature Destination Branding.

Ubon Ratchathani(อุบลราชธานี)ℹ️

One of the five pilot provinces for Signature Destination Branding and host of the Candle Procession festival.

Songkhla(สงขลา)ℹ️

One of the five pilot provinces for Signature Destination Branding.

Trat(ตราด)ℹ️

One of the five pilot provinces for Signature Destination Branding.

Samut Songkhram(สมุทรสงคราม)ℹ️

One of the five pilot provinces for Signature Destination Branding.

Nakhon Phanom(นครพนม)ℹ️

The province hosting the Illuminated Boat Procession festival.

Sakon Nakhon(สกลนคร)ℹ️

The province hosting the Christmas Star Parade festival.

Nan(น่าน)

A province designated as a prototype for sustainable tourism.

Policy

The Year of Transformation

The concept driving the Tourism Authority of Thailand's 2027 marketing action plan.

The Link Plus

A project to distribute income and opportunities to 19 new tourism areas.