Thailand tourism’s new action plan

The Tourism Authority of Thailand (TAT) is to start shifting the structure and directions of the national tourism industry towards a new value-based offer in order to position Thailand as a quality leisure destination. The Annual TAT Action Plan meeting (TATAP) held in the Northeastern province of Khon Kaen between 4-7 July, 2016, was designed entirely around how to ensure that the tourism industry can contribute to this objective. The meeting was attended by TAT executives from head offices, as well as domestic and overseas offices worldwide. The new strategic policy is designed to bring tourism, now recognised by the country’s leaders and policymakers as of one of Thailand’s most successful economic pillars, in line with the 20-year reform programme, called Thailand 4.0, being charted by the government of Prime Minister Prayut Chan-o-cha under the vision slogan, “Stability, Prosperity, and Sustainability.”
Tourism is one of seven industries considered the backbone of the emerging digital economy. It also has enormous potential to contribute to the creative development of sub-sectors; such as, health and wellness, culture and heritage, and the natural environment. Hence, the new model will strive to transform Thailand’s comparative advantage into a competitive advantage.