TAT Announces 2027 Tourism Plan for High-Value Growth

Khaosod•Economy•2d ago

Reader Briefing

The Tourism Authority of Thailand (TAT) has announced its 2027 marketing plan focusing on high-value growth to become Asia's number one meaningful destination.

•TAT aims for tourism revenue growth of at least 5% compared to 2026.
•The 2027 plan employs four strategic moves known as '4 Mae Mai' to shift from quantity to value.
•TAT targets a Top 3 ranking in Asia for tourist loyalty indices.
•The plan includes diversifying markets and creating new growth engines linked to the Life Economy.

Overview

•Tourism Authority of Thailand (TAT) launched 'The Year of Transformation' to shift Thai tourism from growth by volume to growth by value.
•Tourism Authority of Thailand (TAT) set 'The Winning Goal 2027' with a target of at least 5% revenue growth from 2026.
•Tourism Authority of Thailand (TAT) introduced four Strategic Moves: Rebalance Market Portfolio, Shape Experience Platform, Build New Growth Engine, and Transform Together.
•Tourism Authority of Thailand (TAT) will target four tourist segments: Mainstream, Experience, High Value, and Premium Traveler.
•Tourism Authority of Thailand (TAT) is piloting Signature Destination Branding in five provinces: Chiang Rai, Ubon Ratchathani, Songkhla, Trat, and Samut Songkhram.
•Tourism Authority of Thailand (TAT) plans to officially open the Tourism Leadership Institute in 2028.
•The 2027 marketing plan announcement was held at Rajadamnern Stadium to reflect a change in thinking and communication.
•Tourism Authority of Thailand (TAT) is promoting festivals such as the Ubon Ratchathani Candle Festival, Nakhon Phanom Illuminated Boat Procession, and Sakon Nakhon Christmas Star Parade.

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Key Entities

Organization

Tourism Authority of Thailand(ททท.)ℹ️

The organization responsible for the 2027 tourism marketing plan to make Thailand a high-value destination.

Tourism Leadership Institute(สถาบันผู้นำด้านการท่องเที่ยว)

An institute to be officially opened in 2028 to develop knowledge and capacity.

Person

Thapanee Kiatpaiboon(นางสาวฐาปนีย์ เกียรติไพบูลย์)

The Governor of the Tourism Authority of Thailand.

Place

Chiang Rai(เชียงราย)ℹ️

One of the five provinces selected for the Signature Destination Branding pilot.

Ubon Ratchathani(อุบลราชธานี)ℹ️

A province in the Signature Destination Branding pilot and host of the Candle Festival.

Songkhla(สงขลา)ℹ️

One of the five provinces selected for the Signature Destination Branding pilot.

Trat(ตราด)ℹ️

One of the five provinces selected for the Signature Destination Branding pilot.

Samut Songkhram(สมุทรสงคราม)ℹ️

One of the five provinces selected for the Signature Destination Branding pilot.

Nan(น่าน)

A province being expanded into as a sustainable tourism model area.

Nakhon Phanom(นครพนม)ℹ️

A province hosting the Illuminated Boat Procession.

Sakon Nakhon(สกลนคร)ℹ️

A province hosting the Christmas Star Parade festival.

Rajadamnern Stadium(เวทีมวยราชดำเนิน)ℹ️

The venue where the 2027 marketing plan was announced.

Policy

The Winning Goal 2027

A goal targeting revenue growth and tourist loyalty for the year 2027.