The Tourism Authority of Thailand (TAT) - working under the Ministry of Tourism and Sports - has unveiled a new strategy with a theme of "Value Is The New Volume".

Sorawong Thienthong, Minister of Tourism and Sports, said: "Tourism is no longer just about numbers — it’s about trust, value, and inclusivity.

"Thailand is not simply bouncing back, but building forward—with safety, innovation, and sustainable growth as the foundation for a new era of Thai tourism."

The minister noted that Thailand has welcomed over 18.08 million international visitors in 2025 thus far.

To continue this success amid a changing landscape for tourism, the Thai government will make a 4.5 billion Baht budget available to boost 22 strategic initiatives.

They will be split into five new paradigms, including: New Customer, New Product, New Partnerships, New Marketing Strategy, and New Key Performance Indicators.

The goal of the work is to improve safety and accessibility while building trust, creating new opportunities via sport tourism, and make people more aware of hidden destinations.

The New Thailand initiative wants to prioritise quality over quantity, and give every sector an opportunity for sustainable growth.

The strategy as a whole has four pillars, including Value over Volume, Balancing Tourism (across regions and different seasons), Advancing Creative and Thematic Tourism, and Sustainability.

Thapanee Kiatphaibool, TAT Governor, added: “2026 marks the beginning of a fundamental shift towards The New Thailand—where tourism success is defined by value, not volume.

"Through our ‘Stay Focus’ approach, we will emphasise quality, balance, and long-term growth rooted in genuine experiences for visitors and tangible benefits for Thai communities.

"Tourism will not only bring joy, but lasting prosperity.”