Yuthasak Calls for Thai Tourism Restart: Shifting from Cheap Prices to Value and Safety

Former Tourism Authority of Thailand (TAT) Governor Yuthasak Supason disclosed that Thai tourism has been a primary economic driver for over 20 years, generating nearly one-fifth of the country's GDP and serving as a crucial employment source. However, tourism is currently experiencing a 'stop-and-go' phase following COVID-19 and multiple consecutive crises, significantly impacting Thailand's economic direction. He emphasized that tourism recovery isn't about returning to the previous state, but about restarting with higher quality. The focus must shift from quantity-driven to value-driven approaches, moving from a cheap price image to one of value and reliability. Most critically, safety must become the core of rebuilding confidence. 'Thailand must change the game,' Yuthasak stated, 'from selling cheap prices to selling value. We should compete not on who's cheaper, but on who provides better, safer, and more memorable experiences.' He stressed that regardless of marketing strategies, if tourists don't feel safe, success remains difficult. Issues like crime, tourist scams, and undesirable incidents severely impact the country's image. Thailand must rebrand itself as a destination of quality and safety, starting from airport experiences to transportation and service quality.