In the last six months of the year, Thailand aims to upgrade 55 secondary tourist destinations to boost the economy and gradually turn the country into a global tourism hub.
In a meeting on June 13, Thai Prime Minister Srettha Thavisin discussed with governors of 55 secondary tourism provinces and the Tourism Authority of Thailand (TAT), outlining a strategy to promote the economy in the latter half of the year. The Thai Prime Minister called for the development of infrastructure, services, and exploring measures to make the country a global tourism center. The Thai government has dubbed this strategic vision the “Ignite Thailand” campaign.
The Thai government believes that enhancing the connectivity between secondary and long-established tourist destinations will help develop the national tourism sector in a coordinated manner. Prime Minister Srettha also emphasized the importance of cooperation between the public and private sectors to develop and enhance the capabilities of the 55 provinces according to policies such as developing transportation infrastructure, tourism facilities, new attractions, and new tourism services.
The government will support local businesses through tax incentives, training and upskilling tourism employees, improving safety standards, and promoting responsible and sustainable tourism. Promotional activities will focus on social media and digital technology.
Prime Minister Srettha added that the government also plans to nominate several provinces for inclusion in the UNESCO World Heritage list.
Patsee Permvongsenee, Executive Director for Southeast Asia, South Asia, and the South Pacific at the Tourism Authority of Thailand (TAT), said that in 2024 the leading tourism agency aims to transform Thai tourism into high-value tourism, emphasizing value creation and sustainability.
TAT also supports the government’s policy to promote Thailand as a Tourism Hub, marketing the country as a year-round destination. Secondary local products will be elevated to new tourist destinations by connecting travel routes from key cities to secondary provinces and cities. Thailand aims to become the center of world-class entertainment events and elevate local traditional festivals to global-scale events through the hub.
The Tourism Authority of Thailand identifies Vietnam as a crucial short-haul international tourism market for Thailand. In 2023, the number of Vietnamese tourists was among the top 10 markets coming to Thailand, with over 1 million visitors.
In April, Prime Minister Srettha also promoted the launch of a “single visa” initiative with five Southeast Asian countries: Vietnam, Cambodia, Laos, Malaysia, and Myanmar, aiming to create a common visa area similar to the Schengen zone in Europe. This idea is considered the most ambitious among the tourism promotion initiatives of Prime Minister Srettha, aiming for long-term goals. The six Southeast Asian countries received 70 million international visitors in 2023, with Thailand and Malaysia accounting for more than 50% of the visitors and revenue (USD 48 billion).
