Hanoi, July 22 -- The Tourism Authority of Thailand (TAT) has announced its 2026 direction, highlighting a quality-first strategy in a move toward sustainable and balanced growth for tourism - one of the most important sectors in this Southeast Asian country

According to Minister of Tourism and Sports Sorawong Thienthong, the Thai government has allocated a 4.5 billion THB budget (about 139.5 million USD) to drive 22 strategic initiatives in response to the changing tourism landscape based on a forward-looking framework of five new paradigms.

He stressed the need to focus on new customers, products, partnerships, marketing strategies, and key performance indicators, towards enhancing trust, safety, and accessibility; developing sport to...