Beyond Boundaries – Revolutionizing Thai Tourism for Quality and Sustainability
Explore the dynamic landscape of Thai tourism. How can Thailand's quality and sustainable approaches poised to redefine its future of tourism?
At a glance
Country
Thailand
Cumulative Number of Inbound Tourists
27,252,488
(in 2023)
Total Revenue
US$28,578 million
(in 2023)
Abstract
Thailand, a long-time global tourist hotspot, faced challenges during the COVID-19 pandemic that exposed vulnerabilities in its mass tourism model. This case study explores Thailand’s strategic shift from quantity-driven to quality-focused tourism to attract visitors who contribute more significantly to the local economy.
Through initiatives led by the Tourism Authority of Thailand (TAT), the case study explores how the country has embraced practical marketing strategies, such as segmenting markets by niche interests and leveraging local partnerships with private companies to address emerging global trends like sustainable tourism and cultural authenticity, as seen in several campaigns to promote secondary cities and reduce over-tourism in primary destinations.
By comparing Thailand’s approach with peers like Singapore and Malaysia, the case study also highlights challenges, opportunities, and resilient tourism strategies, offering information for learners to discuss the country’s long-term tourist developments and economic sustainability in the future.
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