Thailand is putting a fresh new face to its tourism landscape. The country is introducing new immersive attractions, strategic campaigns, and a bold 2030 roadmap.
Thailand’s Tourism Roadmap
Overall, Thailand envisions a smart, sustainable transformation by 2030. Specifically, it targets hotspots like Bangkok, Phuket, Chiang Mai, Hua Hin, Pattaya, and Samui.
However, infrastructure gaps and overtourism risks threaten that vision. Moreover, Thailand’s Green Tourism Plan 2030 involves digital immigration, low‑carbon transport, and eco‑certifications.
Furthermore, in July, TAT and 20 partners signed a landmark agreement to meet Sustainable Tourism Goals by 2030. In particular, they aim to upgrade 100 sites with green standards.
“This is more than a recovery — it’s a renaissance,” remarked Tourism Authority of Thailand Governor Thapanee Kiatphaibool. “Thailand’s rebound reflects a national effort to reimagine tourism for a sustainable, resilient future.”
Such an initiative also aims to address a slump in Chinese visitors, following high-profile scams and trafficking incidents. In the wake of the decline, Thailand’s tourism officials are shifting their focus to the Middle Eastern and Southeast Asian markets. In early 2025, tourists from the Middle East soared by 17%.
Currently, Malaysia, Singapore, and Indonesia comprise a larger share of international tourist arrivals.
Launch of Jurassic World
Recently, Thailand also opened Jurassic World: The Experience at Asiatique Bangkok on August 8, 2025.
In total, it spans 6,000 m² and immerses guests in lifelike dinosaur encounters. Additionally, it includes a themed restaurant and exclusive merchandise.
Notably, the launch aligns with the film Jurassic World: Rebirth, shot in Krabi, Phang Nga, and Trang. The movie is by far one of the highest-budget productions to be filmed in Thailand.
Ticket prices for the tour start at THB 579 for children and THB 769 for adults. Overall, the event draws families and global travelers seeking blockbuster experiences while boosting international tourism.
Tourism on the Rise
Currently, Thailand’s tourism landscape rebounds robustly. In the first half of 2025, Thailand welcomed 16 million visitors, generating $23.05 billion in revenue.
Meanwhile, regional gems like Hat Yai, Ko Tao, and Ko Pha‑ngan have emerged as new hotspots.
Notably, occupancy in Ko Tao hit 82 percent, up 7 percent year‑on‑year. Similarly, Hat Yai property prices rose 12 percent. Thus, the tourism map expands beyond the usual destinations.
International Tourism Outreach
Recently, Thailand boost outreach with a “Thailand Special Deal” campaign in Mexico. It targeted high‑value customers via travel agents and retail activations. Moreover, the campaign involved training 30 Mexican travel agents and engaging top‑spending visitors.
Consequently, Thailand taps diplomatic ties to diversify inbound markets.
Balancing Growth and Challenges
Nevertheless, growth must still be smart. Specifically, Thailand must overcome infrastructure bottlenecks while avoiding overtourism.
Therefore, success depends on eco-initiatives, digital upgrades, and capacity expansion.
Equally, the Thai government must balancemomentum from immersive attractions and new markets with sustainable stewardship. Correspondingly, the 2030 roadmap sets this very course.
Conclusion
Overall, Thailand actively reinvents its tourism sector through sustainability, innovation, and global appeal. With strategic planning and bold attractions, the nation positions itself as a high-value, resilient destination by 2030.
Photo by Céline Haeberly on Unsplash
