18 March 2025, Bangkok – The Tourism Authority of Thailand (TAT) is celebrating its 65th anniversary. From its humble beginnings, it now manages a tourism industry worth over BT3tn annually.
Three Rounds of Transformation
In the 1950s, the first director general revolutionized cross – border tourism. The 1980s “Land of Smiles” campaign made Thailand a backpacker haven. During the 2020s, the SHA safety system became a global epidemic prevention model.
Latest Figures
In 2024, Thailand received 42.8 million international tourists, 95% of pre – epidemic numbers. Revenue from sustainable tourism rose from 18% in 2019 to 37%. Chiang Mai saw a 300% increase in eco – homestays, and Phuket’s carbon footprint dropped by 42%.
Technical Code for Sustainability
At the TAT Command Center, giant screens monitor 28,000 certified companies’ carbon emissions. Initiatives include the STAR rating system, a carbon credit bank, and AI – based tour guide training.
Pandemic – Induced Business Model Changes
The 2021 Pugisha Box program and “Virtual Island” project brought about significant commercial changes. Fishermen now use TikTok for sea fishing experiences, earning more.
Chinese Market Strategy
Facing structural changes in Chinese tourists, TAT launched a stratified strategy for silver families, Generation Z, and business guests. Chinese tourists from second – and third – tier cities increased by 217% in 2024.
Future Plans
TAT’s new strategy white paper shows plans to build a zero – carbon tourism corridor, train new energy technicians, and collaborate with SpaceX on suborbital tourism. Tourism in Thailand has evolved into a super engine for social change.
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