Tourism is recognised as one of the sectors that has been dramatically affected by the COVID-19 pandemic. The pandemic has profoundly reshaped tourist behaviour, giving rise to several emerging trends that are likely to defi ne the future of the tourism sector. These include a growing preference for shorter trips to nearby destinations, rising demand for deeper engagement with the local culture, history, and lifestyle, as well as a shift towards sustainable and responsible tourism as tourists become more conscious of their environmental and social impact. Moreover, the pandemic has increased awareness of health and wellness, which is now refl ected in travel preferences. Tourists are increasingly seeking destinations and activities that promote physical and mental well-being.
With these changes, Thailand has set development goals for the tourism sector under the 3rd National Tourism Development Plan (2023-2027). This plan emphasises the importance of preparedness for risks and disruptions while aiming for sustainable growth. It also focuses on building internal strength by promoting domestic tourism and modernising the sector through the use of digital technology and innovation. The plan includes enhancing the quality of the tourism workforce and entrepreneurs, ensuring they are knowledgeable and adaptable to the changing context, particularly in response to the recovery from the COVID-19 pandemic. Moreover, it highlights the importance of integrated collaboration among all relevant sectors, including the government, the private sector, and local communities. On the demand side, Thailand has offi cially launched the Amazing Thailand Grand Tourism and Sports Year 2025, which is an initiative designed to showcase the nation’s rich cultural heritage, diverse tourism experiences, and world-class sporting events. This year-long national tourism campaign will celebrate a series of nationwide tourism festivals, premier sporting events, and exclusive travel privileges, all aimed at reaffirming Thailand’s position as a global leader in tourism and sports. Aligned with this ambitious initiative, Thailand has set a target of welcoming 39 million international visitors and generating 3 trillion Baht, approximately 92 billion US dollars, in tourism revenue by the end of 2025. In addition, Thailand has adopted the “5 MUST DO” strategy to promote tourism in regional cities, highlighting unique cultural and experiential offerings. The initiative includes “Must Try,” which supports Muay Thai as both a sport and a fitness activity; “Must Taste,” which showcases Thai cuisine and traditional desserts; “Must Seek,” which encourages religious and cultural tourism; “Must Buy,” aimed at promoting Thai textiles at global fashion events; and “Must See,” which integrates Thai performances with tourism programmes. Thailand also has potential in medical and wellness tourism, positioning itself as a regional leader in this sector. Medical tourism includes health check- ups, dental care, and plastic surgery. In contrast, wellness tourism includes health-oriented activities and holistic practices such as Thai massage, spa treatments, hot springs, and meditation. The country’s high potential in medical and wellness tourism is driven by several key factors, such as an effi cient medical system with 69 hospitals accredited by the Joint Commission International (JCI), ranking fourth globally and fi rst in Southeast Asia, and the inscription of traditional Thai massage on UNESCO’s Representative List of the Intangible Cultural Heritage of Humanity. Additionally, the highly skilled medical professionals and Thai hospitality contribute to a memorable and impressive service experience for international visitors.
In the MICE sector, Thailand actively promotes sustainability by encouraging venues and destinations to adopt eco-friendly practices such as waste management, energy efficiency, and sustainable sourcing. Aligned with ISO 20121 Event Sustainability Management Systems, various standards have also been encouraged for tourism operators to adopt, including the ASEAN MICE Venue Standards, Thailand MICE Venue Standards, and the Thailand Sustainable Event Management Standards. Additionally, responsible tourism programmes have been developed to seamlessly integrate local culture, environmental conservation, and community development in the MICE experience. This approach not only enhances the value of business events but also appeals to delegates and incentive groups seeking meaningful and socially responsible travel experiences. Promoting intra-ASEAN travel has significant potential for regional economic growth, deeper cultural connections, and stronger cooperation among neighbouring countries. Initiatives to boost travel within the region could be easing visa restrictions, upgrading transportation infrastructure, and launching joint marketing campaigns. By encouraging longer stays through combined travel packages that cover both popular and lesser-known destinations, countries can distribute tourism benefi ts more evenly and offer tourists a more diverse and enriching experience. Integrated marketing campaigns, cross-border collaborations, and infrastructure improvements that promote seamless travel between destinations can further support these goals. In the years to come, Thailand will remain focused on “Value Over Volume.” Thailand will strategically target short-haul and domestic markets while developing new, creative tourism products, services, and standards to ensure seamless and meaningful tourism experiences. At the same time, Thailand will prioritise rebuilding the tourism sector and ensuring safety and security for travellers. Looking ahead, Thailand is eager to deepen collaboration with ASEAN Member States to strengthen the regional tourism sector and support the effective implementation of the upcoming ASEAN Tourism Strategic Plan. Together, by fostering innovation, sustainability, and connectivity, we can shape a resilient and inclusive tourism future for Southeast Asia, ensuring that tourism remains a powerful driver of shared prosperity and cultural understanding for generations to come.
