Thailand Wants You to Skip the Famous Places, Politely

At World Travel Market in London, the Tourism Authority of Thailand set out its goals for 2027, and the headline number is less about volume than about spread. The authority wants total tourism revenue to grow by at least 5% and aims for a 60:40 split of visitors between major destinations and lesser-known ones.

The strategy puts regional culture and wellness experiences alongside Thailand’s established attractions, steering travellers toward places beyond the usual circuit. The focus on visitor value suggests the country is asking how much each trip contributes locally, not only how many people arrive.

Success will depend on practical details. Tour operators and local businesses need to turn the wider offer into trips that travellers can actually book, and visitors have to be persuaded that a lesser-known province is worth the extra effort compared with a well-known beach or city. The target is an aspiration, not a guarantee, and the authority has not tied it to specific new infrastructure in the material presented.

For travellers, the message is a hint about where Thai tourism boards will be putting their promotional energy next year. If the plan works, itineraries built around regional food, crafts and wellness could become easier to find, and the busiest hotspots may feel slightly less crowded.

Sources: Travel PR News