TAT Targets 5% Revenue Growth, High-Value Tourism for 2027
The Tourism Authority of Thailand (TAT) has unveiled its 2027 strategy targeting 5% revenue growth by focusing on high-value tourists and meaningful travel experiences. The "THAILAND NEXTPERIENCE" initiative outlines five development pillars including wellness tourism, festival economy, and sustainable tourism, aiming to transform Thailand into a High-Value & Meaningful Destination through cross-sector partnerships and internationally standardized tourism products.
The Tourism Authority of Thailand (TAT) held the "THAILAND NEXTPERIENCE: TOURISM PRODUCT HIGHLIGHT 2027" event at the Pullman King Power Hotel in Bangkok, announcing the 2027 Thai tourism product development direction under the "Transform Together" strategy. The aim is to leverage Thailand's potential and identity to create high-value tourism products and experiences through five key pillars: Wellness and Longevity Tourism, Festival Economy, Creative Economy, Sustainable and Regenerative Tourism, and Trusted Thailand. TAT also aims to push tourism products and routes to be market-ready both domestically and internationally to increase economic value and drive Thailand toward a High-Value & Meaningful Destination.
TAT Governor Thapanee Kiatphaibool stated that TAT is driving Thai tourism under the "Value over Volume" concept through the "Transform Together" strategy, emphasizing attracting quality tourists and increasing travel value alongside developing tourism products and routes that meet current traveler demands. These include meaningful experiences reflecting local identity, environmental and community consciousness, as well as health and wellness tourism for mind-body balance.
For 2027, TAT will use the Amazing 5 Economy framework to guide tourism product development while driving the Partnership 360 mechanism through cross-sector collaboration to elevate Thai tourism products to international standards and reach target groups more effectively. This will increase travel opportunities and spending by both domestic and international tourists, distribute income to operators and communities, and support the goal of no less than 5% tourism revenue growth in 2027 while propelling Thailand toward a High-Value & Meaningful Destination.
The event featured a panel discussion on "THAILAND NEXTPERIENCE: TOURISM PRODUCT HIGHLIGHT 2027" with TAT Governor Thapanee Kiatphaibool, Dr. Disapong Panithaporn (Dr. Joe), co-founder and dermatologist at The Demis Clinic and owner of the Acca brand, and Benz-Thawin Phassarasirikul from The Gaijin Trips page, exchanging views on new-era tourist behavior, wellbeing, and approaches to developing tourism products that add value to travel and the Thai tourism industry.
TAT aims to develop 2027 tourism products (Tourism Product 2027) through five key directions: 1. Wellness and Longevity Tourism: Elevating Thailand to a Global Health & Healing Destination under the concept "Healing is the New Luxury" by developing medical potential, Thai traditional medicine, food, services, and natural resources into holistic health care experiences through three formats: Heal Better (treatment and rehabilitation with standardized medical and health services), Live Longer (preventive health care and quality longevity), and Feel Better (mind-body balance restoration through Nature Healing, Sport Wellness, and Thai wisdom), linking health services with hotels, spas, restaurants, herbs, sports activities, and communities, such as Thai traditional medicine centers.
