Thailand Advances Visitor Economy Strategy to Drive Sustainable Growth

Thailand is driving its Visitor Economy strategy to generate greater economic value from travel and distribute income more widely across the country.

At the fifth meeting of the Working Group on Creative Economy and Visitor Economy Development on 8 September 2026 in Bangkok, chaired by Mr. Weerasak Kowsurat, Chief Advisor to Deputy Prime Minister Suphajee Suthumpun, the group agreed to connect data, market demand, visitor experiences, destination potential, and businesses into an integrated ecosystem.

The strategy shifts the focus from visitor numbers to understanding different visitor segments, including overnight tourists, excursionists, and multi-purpose travelers. This will enable Thailand to develop policies, products, and services that better reflect actual travel behavior.

The Tourism Authority of Thailand (TAT) will strengthen its Tourism Intelligence capabilities, using data and insights to connect demand with supply and develop Experience Architecture. Greater emphasis will be placed on spending per visitor, rather than measuring tourism performance primarily by visitor volume.

On the supply side, local communities and businesses will be encouraged to develop products based on their unique identity and strengths, backed by government efforts to connect them with markets, data, and support mechanisms. Tourism will also be linked with Thailand’s creative economy to create new value chains and expand opportunities for SMEs and local businesses.

The meeting also discussed Transit Excursion Programs, which offer three- and six-hour experiences for connecting passengers. These include wellness, Thai massage, golf, gastronomy, and lifestyle activities—turning transit time into economic opportunities.

Source: PR Thai Government