Thailand Charts a New Path: Tourism Forum 2025 Unveils Vision for Sustainable Travel Future

Thailand Tourism Forum 2025

Building a Destination of the Future, Today

Thailand took a bold step toward reshaping its tourism landscape at the Thailand Tourism Forum 2025, held on 7 May in Bangkok. Under the theme “Navigating Global Tourism Trends: Strengthening Thailand’s Tourism Industry”, the event brought together over 500 participants from around the world—uniting public officials, private sector leaders, and international tourism experts to define a shared vision for a sustainable, inclusive, and resilient travel future.

Hosted by the Ministry of Tourism and Sports in collaboration with UN Tourism, the forum served as a strategic platform to align Thailand’s tourism ambitions with global trends and to foster innovation in policy, planning, and destination development.

A Global Stage for Thai Tourism Strategy

High-ranking officials led the event’s discussions, including Minister of Tourism and Sports Mr. Sorawong Thienthong, Vice Minister Mr. Jakraphon Tangsutthitham, and Tourism Authority of Thailand (TAT) Governor Ms. Thapanee Kiatphaibool. UN Tourism’s Mr. Harry Hwang and Ms. Sandra Carvao added global context to the conversation, reinforcing Thailand’s growing leadership role within the international tourism community.

Ms. Carvao’s keynote address set the tone, spotlighting trends that will define global tourism from 2025 to 2030—including digital transformation, shifting traveler demographics, climate adaptation, and the demand for personalized and purpose-driven experiences.

AI and Innovation Take Center Stage

A major highlight of the forum was the panel discussion on “Shaping the Future of Tourism Platforms and the Road to 2030”, which explored the growing influence of artificial intelligence in reshaping everything from visitor experience to policy-making. With technology transforming the way people plan and experience travel, the forum underlined the need for adaptive, forward-thinking strategies to remain competitive.

Five Strategic Priorities to Lead the Way

Minister Sorawong outlined Thailand’s five strategic tourism priorities for the years ahead:

1. Transitioning from volume to value, focusing on high-spending and experience-driven travellers.

2. Distributing tourism income to secondary cities, promoting community-based tourism and regional development.

3. Leveraging soft power with digital integration, to enrich cultural storytelling and global engagement.

4. Diversifying source markets, reducing reliance on a handful of visitor segments and expanding Thailand’s appeal.

5. Strengthening national preparedness, ensuring resilience against health, environmental, and economic shocks.

He also praised Borsuak Village in Nan Province, recently recognised by UN Tourism as one of the Best Tourism Villages 2024, as a model of sustainable, community-led tourism that embodies Thailand’s new tourism vision.

Towards the “Thailand Model” of Travel

As Thailand moves into a new era, the government is championing what it calls the “Thailand Model”—a blueprint for sustainable and inclusive growth through tourism. The model envisions Thailand as a Destination of the Future where travel is not only economically beneficial but also culturally enriching and environmentally responsible.

The forum made it clear that achieving this vision will require strong cooperation across sectors and borders. The commitment to sustainability, innovation, and crisis-readiness will be key to maintaining Thailand’s competitive edge in a fast-changing global tourism landscape.

For more information, visit:
Tourism Authority of Thailand – https://www.tourismthailand.org

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