Government Reveals Strategy To Meet Tourism Revenue Target

On Wednesday, Tourism and Sports Minister Sudawan Wangsuphakijkosol announced seven strategic initiatives aimed at boosting the tourism and sports sectors in 2024.

These initiatives are part of an effort to reach the government’s ambitious tourism revenue goal of 3.5 trillion baht, matching the pre-pandemic levels of 2019.

Sudawan noted that the tourism revenue for 2023 was just over 2 trillion baht, falling short of the target by 380 billion baht.

The ministry is optimistic about achieving the 2019 revenue levels this year, anticipating a complete recovery of the tourism sector from the Covid-19 pandemic.

Sudawan detailed that the 3.5 trillion baht goal includes 2.3 trillion baht expected from approximately 40 million international tourists. Domestic tourism is projected to contribute 1.2 trillion baht, with an estimated 200-220 million domestic trips.

The ministry’s strategies to reach these goals include promoting Thailand as a premium destination, enhancing tourist safety and convenience, and leveraging the country’s cultural appeal to attract international visitors.

The ministry’s seven strategic policies are as follows:

– Prioritizing high-quality tourism for both local and international markets, including the promotion of major events in Thailand throughout the year, such as the Songkran festival, Chinese New Year, and events in lesser-known provinces.

– Utilizing Thailand’s cultural and sporting attractions to draw tourists.

– Elevating safety and hospitality standards to ensure a secure and pleasant experience for international tourists, collaborating with law enforcement to prevent exploitation of tourists.

– Collaborating with local communities to enhance sustainable tourism.

– Strengthening regional ties in Southeast Asia through the Asean Connect initiative, using tourism as a bridge.

– Promoting various forms of physical activity and sports throughout Thailand, catering to diverse groups including seniors, the disabled, the underprivileged, and the growing e-sports sector.

– Hosting global sports events and preparing Thai athletes for the 2024 Olympic Games in Paris.

Regarding sports revenue, the ministry aims to capture a 1% share, amounting to 455.8 billion baht, of the global sports industry’s total revenue of 45.58 trillion baht.