Ms. Suphajee Suthumpun, Group CEO of Dusit Thani Public Company Limited, revealed that the tourism sector, as a whole, is already facing challenges. This is reflected by the Tourism Authority of Thailand (TAT) revising its target for international tourists down to 35.5 million, from the original expectation of around 39–40 million. The drop is due to various factors, especially the decline in Chinese tourists visiting Thailand, as more are now opting for other destinations like Vietnam and Japan. This shift has certainly impacted Thailand, prompting the government to find ways to adapt and promote the country as a premium travel destination. The aim is to attract foreign tourists who are willing to spend on Thai products and services and stay for extended periods.
Ms. Suphajee stated that today’s marketing strategies must be more specific, such as targeting wellness tourism, which includes health and beauty care. This segment has high spending potential and tends to stay longer in Thailand. The country offers comprehensive wellness activities like spas and a wide range of healthy food options. This aligns with the “long stay” concept—visitors staying longer and spending more, leading to increased tourism revenue without solely relying on tourist numbers. Another promising segment is digital nomads—people who can work from anywhere. Thailand should attract these individuals by marketing through channels they engage with and offering incentives such as long-term visas. The country’s telecom infrastructure also needs to be strong and reliable.
“Thailand can attract more tech professionals and retirees. We need appealing packages that make these groups feel that living in Thailand is worthwhile and suitable for retirement. These are long-term stayers,” she added. “Modern tourism should be purpose-driven, with travel being a complement to a primary objective, not just casual sightseeing.”
Regarding political uncertainty—such as cabinet reshuffles or potential parliamentary dissolution—Ms. Suphajee commented that travel decisions are closely tied to traveler confidence. If a dissolution has justifiable reasons and is well explained, it may not hurt tourism. However, if it appears concerning, people may choose to delay their plans. As for potential changes in the Ministry of Tourism and Sports leadership, the tourism sector is broadly driven by the entire industry. While the minister plays a key role in policy, the sector’s success depends on how well successors continue essential policies.
She concluded that Thailand must focus on three strategic pillars:
- Branding the country as a premium destination focused on quality over quantity.
- Building confidence in basic aspects such as safety and convenience, offering a warm and risk-free experience.
- Establishing standards, like the SHA Plus (SHA+) from the COVID-19 period, to ensure businesses meet tourists' expectations. The government should offer incentives to encourage the industry to meet these standards. Simultaneously, redundant regulations should be streamlined, especially for the hotel sector where many establishments operate unofficially. Reducing excessive requirements can help more businesses enter the formal system.