TAT Unveils 2027 Tourism Plan for 5% Revenue Growth

Matichon•Economy•2d ago

Reader Briefing

The Tourism Authority of Thailand has launched a 2027 marketing plan focused on transforming the tourism industry to increase revenue by at least 5%.

•Thapanee Kiatphaibool of TAT announced the 'The Year of Transformation' marketing plan on August 24.
•The strategy employs four main pillars to shift the tourism game and increase economic value.
•TAT targets a revenue growth of at least 5% compared to the year 2026.
•The plan aims to distribute tourists between primary cities (60%) and secondary cities (40%).

•On August 24, Thapanee Kiatphaibool announced the 2027 marketing action plan at Rajadamnern Boxing Stadium.
•TAT introduced four strategic pillars: Rebalance Market Portfolio, Shape Experience Platform, New Growth Engine, and Transform Together.
•TAT aims for revenue growth of at least 5% from the year 2026 and targets tourism loyalty to be in Asia's top 3.
•TAT categorized market strategies into three groups: Retain, Reshape, and Recover, while expanding into Eastern Europe and Latin America.
•TAT divided tourist segments into four groups: Mainstream, Experience, High Value, and Premium Traveler.
•TAT launched the 'The Link Plus' project to increase foreign tourists in 19 new tourism areas by 10%.
•Thapanee Kiatphaibool stated the goal is to move Amazing Thailand from a value-for-money destination to a meaningful destination under the concept 'Healing is the New Luxury'.
•TAT will utilize the Tourism Value Intelligence system to share data across 45 domestic offices, 2 coordination centers, and 29 overseas offices.

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Thapanee Kiatphaibool

"Currently, the world of tourism is changing rapidly; Thailand can no longer use the same old way of thinking."

ปัจจุบันโลกของการท่องเที่ยวเปลี่ยนแปลงอย่างรวดเร็ว ประเทศไทยจึงไม่สามารถใช้วิธีคิดแบบเดิมได้อีกต่อไป

TAT(ททท.)

The Tourism Authority of Thailand which launched the 2027 marketing action plan.

Tourism Authority of Thailand(การท่องเที่ยวแห่งประเทศไทย)ℹ️

The organization responsible for the 'The Year of Transformation' marketing plan.

Thapanee Kiatphaibool(น.ส.ฐาปนีย์ เกียรติไพบูลย์)ℹ️

The Governor of the Tourism Authority of Thailand.

Rajadamnern Boxing Stadium(เวทีมวยราชดำเนิน)ℹ️

The venue where the 2027 marketing plan was announced.

The Year of Transformation

The concept under which the 2027 marketing action plan is organized.

The Link Plus

A project aimed at increasing foreign tourists in 19 new tourism areas by 10%.

Amazing Thailandℹ️

The brand being upgraded from a value-for-money destination to a meaningful one.

Tourism Value Intelligence

A data sharing system used by TAT's domestic and overseas offices.