Thailand’s Ministry of Tourism and Sports has unveiled a bold new five-year plan aimed at reshaping its tourism industry into a future-proof, sustainable, and tech-driven sector by 2030. The plan, announced by Minister Sorawong Thienthong, is set to position Thailand as the region’s Sustainable Tourism Hub by 2028 amid growing global uncertainties.

The strategy addresses the impacts of economic volatility, geopolitical shifts, and health crises, and places strong emphasis on inclusive growth, environmental stewardship, and cultural preservation. It signals a shift in focus from mass tourism to high-value, quality travel experiences, targeting next-generation travellers such as Gen Z.

Key Highlights of the Five-Year Tourism Strategy (2025–2030):

1. Quality Over Quantity: Thailand will prioritize sustainability-focused indicators over tourist volume, aligning its policies with the United Nations Sustainable Development Goals.

2. Community-Based Tourism: The government aims to empower local communities by directing tourism income to rural and secondary cities, reducing overdependence on urban centres like Bangkok and Phuket.

3. Cultural Soft Power & Digital Economy: Thailand plans to enhance global appeal through its cuisine, heritage, and events, supported by the integration of digital tools for a modern travel experience.

4. Market Diversification: To mitigate risks, Thailand will broaden its tourism reach to non-traditional markets such as India, Latin America, the Middle East, and Africa.

5. Crisis Preparedness: The plan includes the implementation of risk mapping tools, early warning systems, and advanced health protocols such as SHA Plus certification and Digital Health Passports.

Tech at the Core: AI and Smart Tourism

Artificial Intelligence (AI) will be a cornerstone of this transformation. Industry leaders including Agoda and Booking.com highlighted AI’s rising role in predictive analytics, personalized recommendations, and real-time service delivery. Agoda’s Daniel Wu stressed the importance of AI-focused upskilling and public-private collaboration to create intelligent, responsive tourism ecosystems.

Innovations like “TAT AI,” launched by the Tourism Authority of Thailand at ITB Berlin 2025, and 34 immersive Virtual Reality (VR) experiences are already redefining visitor planning and engagement.

Economic & Global Impact

This strategy is poised to create inclusive economic growth, especially in lesser-developed areas, while boosting Thailand’s competitiveness as a global tourism destination. The integration of advanced technology and regional cooperation will enhance resilience and help Thailand maintain a strong global image.

Minister Sorawong also emphasized Thailand’s active engagement with multilateral platforms such as ASEAN, APEC, and the UN to position the nation as a responsible and forward-thinking travel destination.