The Thai government has introduced a strategic tourism policy to shift the sector from volume metrics towards higher-value yields, in a policy statement delivered by prime minister Anutin Charnvirakul to the Thai parliament on Thursday.
The framework mandates structural integration of national tourism functions under the Ministry of Culture to leverage cultural diplomacy on the global stage, alongside the use of modern technology to improve management efficiency and support tourism development.
Another key element is the development of Thailand as a 365-day destination.
By delivering travel experiences that create “lasting impressions and cherished memories”, paired with enhanced safety standards, Thailand aims to build on its strengths in wellness tourism to generate consistent year-round demand.
Officials said the objective of this year-round model is to deliver secure travel experiences “to ensure (visitors) return to Thailand as if it were their ‘second home’”.
For the local travel trade, the policy calls for deeper integration of domestic supply chains. The government is directing hospitality providers to incorporate local agricultural goods and spa products into the visitor experience. This sourcing model is intended to distribute economic benefits to rural producers while standardising sustainable operations across the sector.
At the same time, the administration is prioritising infrastructure to support international exhibitions and major conventions, as well as “world-class recreational activities” such as concerts and sports events. New zones will be developed to attract long-stay remote workers, particularly in high-demand sectors within Thailand.
Authorities will also focus on developing and promoting destinations where local communities benefit directly and contribute to sustainable preservation.
To stimulate the domestic market, travel within Thailand will be supported through tax incentives and travel benefits to Hidden Gems cities, along with the development of products linked to Geographical Indications through collaboration between the private sector and local communities.
The policy also requires stricter enforcement of destination safety regulations.
A new mandatory visitor insurance system covering health and accidents will be introduced, alongside international certification standards for tourist venues and personnel.
The new administration is set to assume full executive authority following the conclusion of a mandatory two-day parliamentary policy debate on Friday, ending a two-month transition period since the February 8 election.
