Thailand Rolls Out 2.45-Billion-Baht Discount Drive and 2.9-Trillion-Baht Revenue Target to Reshape Tourism

Thailand has launched a two-pronged tourism offensive, unveiling a 2.45-billion-baht discount program for hotels and flights while simultaneously setting a 2027 revenue target of 2.9 trillion baht. The dual approach aims to attract more visitors immediately through lower prices and pivot the sector toward higher-quality, sustainable growth in the long term, according to reports from Scandasia and Nation Thailand.

The short-term stimulus package, reported by Scandasia, is designed to make travel cheaper as competition from other destinations in the region intensifies. making travel cheaper and attracting more visitors as the country faces stronger competition from destinations across the region. :: Scandasia This price-focused push comes as regional rivals like Vietnam and Indonesia also ramp up their tourism campaigns, putting pressure on Thailand to maintain its edge.

On the strategic front, Nation Thailand reported that the Tourism Authority of Thailand has outlined a 2027 action plan targeting 33 million foreign arrivals and increased domestic travel. The plan, guided by Minister of Tourism and Sports Surasak Phancharoenworakul, marks a shift from the previous focus on visitor numbers alone. shifting from volume-led growth to higher-value, quality-led, and sustainable tourism. :: Nation Thailand This pivot aims to boost per-tourist spending and reduce environmental strain, moving away from the mass-tourism model that dominated pre-pandemic years.

Together, the two initiatives reflect Thailand's effort to balance short-term competitiveness with long-term sector resilience. The 2.45-billion-baht discount drive seeks to keep arrivals high now, while the 2.9-trillion-baht revenue goal sets a benchmark for sustainable earnings. Nation Thailand noted that the TAT held a four-day integrated meeting to finalize the strategy, signaling a coordinated push across government and industry stakeholders.