U.S., July 25 -- Thailand has officially launched a bold new tourism strategy for 2026 under the powerful theme "Value is the New Volume," signaling a major shift from mass tourism to a more meaningful, inclusive, and sustainable travel model. With over 18.08 million international visitors and 1.4 trillion Baht in tourism revenue already generated in 2025, the Kingdom is now charting a course toward long-term prosperity rooted in quality, trust, and cultural identity.
he strategic unveiling was hosted by the Tourism Authority of Thailand (TAT) under the Ministry of Tourism and Sports, held at the Queen Sirikit National Convention Center in Bangkok.
Minister Thienthong stated, "Tourism is no longer just about numbers-it's about trust, valu...