Thailand’s Minister of Tourism and Sports has outlined six proposals that could offer a major boost to tourism in the ASEAN region. Covering everything from regional partnerships and international collaborations to local culture and sustainable tourism practices, these six proposals provide a roadmap for Thailand’s tourism relations in the year ahead.
Speaking ahead of the 27th Meeting of ASEAN Tourism Ministers in Vientiane, Laos, Minister Sudawan Wangsuphakijkosol outlined her plan for regional partnerships that can deliver greater benefits to the sector, while also supporting its continued evolution to a more sustainable paradigm.
The first proposal confirmed Thailand’s official support for the ASEAN Tourism Forum (ATF) 2024, in particular the central theme of ‘Quality and Responsible Tourism: Sustaining ASEAN’s Future.’ Three more proposal documents focused on mechanisms for collaboration between regional and global players, including China, Japan, South Korea, India and Russia.
The minister’s fifth proposal was for a landmark memorandum of understanding (MoU) between ASEAN and the United Nations World Tourism Organisation (UNWTO), while the sixth and final document provided a comprehensive list of long-term action plans for issues such as environmental preservation, cultural conservation, innovations in industry standards and the sharing of best practices.
Ms. Thapanee Kiatphaibool is the Governor of Tourism Authority Thailand. She recently described ATF as “a significant annual platform for ASEAN tourism promotions,” before noting that the event comprises several high-level components, including meetings of ASEAN Tourism Ministers, a tourism conference, media briefings and the region’s leading TRAVEX trade show. She added that “TAT is proud to be a part of promoting ASEAN as a unique tourism destination to buyers from around the world.”
TAT officially opened the Thailand Stand on 24 January. According to the TAT website, it featured “a range of meaningful travel experiences that reflect Thai soft powers and sustainable goals, with Thai massage demonstrations reiterating the kingdom’s well-established position as a world-class destination for health and wellness tourism.”
In 2023, Thailand welcomed over 28 million tourists, around 35% of whom came from ASEAN countries. These visitors generated 1.2 trillion Baht (US$ 33.8 billion) in tourism revenue. This year, TAT is targeting 35 million foreign visitors, and expects to rake in around 3 trillion Baht (US$ 4.6 billion). The Tourism Minister’s six proposals are the first of many steps on the road toward this target, but Thailand is already headed in the right direction.
