TH1907
THAILAND’S NATIONAL TOURISM DEVELOPMENT PLAN
Thailand Tourism
Thailand is considered one of the top tourism destinations of the world for its unique culture, natural
resources, and location. The country is ranked 35 out of 141 countries according to the assessment of Travel
and Tourism Competitiveness Index. Here are the other rankings of the country in terms of other tourism-
related categories:
• 16th in tourism competitiveness of natural resources
• 17th in tourism competitiveness for air transport infrastructure
• 21st in tourism competitiveness for tourist service infrastructure.
Tourism serves as a significant contributor to Thailand’s economy, which accounts for 16.6% of its gross
domestic product (GDP) in 2015. In the same year, the country was able to generate USD 69 billion total in
tourism receipts (USD 45 billion for international tourism). Since 2011, the tourism industry in Thailand has
attained a 15.6% growth (12% for international tourism). Here are some of the related information regarding
the growth of Thailand international tourism:
• The Chinese have the biggest contribution to the percentage of international arrivals in Thailand,
which is 27% of the total.
• Other international markets are Italy, France, and Canada.
• The average tourists’ length of stay in Thailand is 9.55 days in 2015, falling behind global leaders such
as Australia (26 days), United States (18 days), and the Philippines (16.7 days).
• The average amount of expenditure per day is USD 157 in 2015, which is mostly on accommodation
and shopping.
Here are some information regarding the performance of Thailand’s domestic tourism in 2015:
• There is a 13.6% growth in domestic tourism receipts from 2011 to 2015.
• Local tourists have an average of 1.57 trips within Thailand per year, which is slightly above the
average (1.5).
• Domestic tourists’ average length of stay is 2.61 days (declined by 1% from 2011 to 2015).
• Average expenditure of domestic tourists per day is USD 74.4 (increased by 5.3% from 2011 to 2015).
Thailand 2036 Vision for Tourism
Thailand aims to be the world’s leading quality destination through balanced development while leveraging
Thainess to contribute significantly to the county’s socio-economic development and wealth distribution
inclusively and sustainably.
Thailand’s vision is centered to these five (5) key essences that set a clear picture of the country’s tourism goal
for the next 20 years:
• Leading Quality Destination
o Develop the quality and diversity of tourism products/services.
o Enhance Thailand’s tourism competitiveness.
o Increase tourism receipts through higher tourist expenditure and length of stay.
• Have a Balanced Development
o Balance development between tourist segments (international and domestic, mass tourists,
etc.).
o Balance development among tourism areas by focusing improvements on secondary locations
and other local areas.
o Balance development between the time and the season for tourism.
06 Handout 2 *Property of STI
[email protected] Page 1 of 2
TH1907
• Leverage Thainess
o Develop tourism products/services that center on Thailand’s culture and heritage.
o Raise awareness and understanding of what the Thai culture is to tourists and citizens.
o Nurture appreciation of Thailand’s uniqueness and the value of a good host country.
• Country’s Socio-Economic Development and Wealth Distribution
o Develop tourism as one of the main sources of the country’s income.
o Develop tourism as one of the key drivers for infrastructure development and creating
opportunities for socio-economic sectors.
o Develop regional tourism to create a diversity of attractions.
o Generate benefits to tourism businesses and other related industries.
• Contribute Sustainably
o Promote environmental sustainability and preserve fragile attractions.
o Promote cultural sustainability, uniqueness, and local heritage.
Thailand’s Tourism Five-Year Objectives and Targets
The five-year objectives and targets’ main focus is to improve the overall quality and capability of Thailand’s
tourism industry. The challenges it faced lie in the ability to create greater economic benefits and ensure the
sustainability of tourism assets. Below is the list of objectives, and under each objective are the success
indicators.
• To become a quality tourism destination with high tourism competitiveness
o Increase in the number of tourism attractions/businesses with quality marks by 5%
o To become a global top 30 or top 7 in the Travel and Tourism Competitiveness Index
o To increase the level of confidence in tourism products and services by at least 90%
• To increase economic value of the tourism industry with balance and sustainability
o Increase in international tourism receipts by at least 10%
o Increase in domestic tourism by at least 3%
• To distribute tourism income and benefits inclusively throughout the nation
o The ratio of international tourists traveling to Thailand during June-September to become
equal or more than one-third of annual trips
o Increase in tourism receipts in secondary destinations by 12%
• To sustainably develop the tourism industry on the principle of Thainess and environmental
sustainability
o To increase the awareness of Thailand’s uniqueness to international and domestic tourists
every year
o To become the world’s top 10 in cultural and entertainment tourism digital demand
o To improve at least 10 ranks in composite of environmental sustainability categories
References:
The Ministry of Tourism and Sports Thailand. (2017). The second national tourism development plan (2017–
2021). Bangkok, Thailand: Office of Permanent Secretary Ministry of Tourism and Sports.
06 Handout 2 *Property of STI
[email protected] Page 2 of 2
