Thailand’s new tourism minister has set an ambitious goal: to push tourism revenue beyond pre-pandemic levels within four years, Bangkok Post reports.
Just days after taking office, Surasak Phancharoenworakul said the government aims to generate more than 3 trillion baht in annual tourism income – a level last seen before Covid-19.
The target comes despite a slowdown in the sector. In 2025, Thailand recorded around 33 million foreign arrivals, with total tourism revenue declining compared to the previous year.
Rather than focusing on volume, the government will shift strategy. The aim is to attract higher-spending travellers and position Thailand as a premium destination.
At the same time, authorities will move ahead with a long-discussed 300-baht tourism fee for foreign visitors. The funds will be used for tourism development and insurance coverage.
In the short term, however, the outlook remains uncertain.
“After the Songkran holiday, tourism performance is expected to worsen further,” said Surasak Phancharoenworakul, Thailand’s Minister of Tourism and Sports.
The government is now preparing stimulus measures to support the sector, including incentives to boost domestic travel and spending.
Over the coming years, Thailand will also promote sustainable tourism, support local destinations and position itself as a year-round travel destination.
