Thailand Urged to Accelerate Tourism Innovation as Regional Rivals Overtake Visitor Numbers

As Southeast Asia’s travel market rebounds, Thailand is facing mounting pressure to maintain its position as a regional tourism leader, with Vietnam and Malaysia already surpassing their pre-pandemic visitor numbers.

Speaking at the SPLASH – Soft Power Forum 2025, Marisa Sukosol Nunbhakdi, Chair of the Government Subcommittee on Tourism Investment, warned that Thailand risks falling behind without urgent investment in modern infrastructure and new, man-made attractions.

“Thailand should not underestimate the momentum of regional competitors, particularly Vietnam, which is making bold investments in tourism infrastructure, including high-speed rail, new hotels, and attractions,” said Sukosol Nunbhakdi. “To remain competitive, we must prioritize new tourism development.”

Despite receiving 16.6 million international arrivals in the first half of 2025, Thailand’s inbound tourism has declined 4.6% year-on-year and is still lagging behind its pre-COVID peak. Notably, the Chinese market—once Thailand’s largest source of visitors—saw a sharp drop, with only 2.26 million arrivals, down 34% from the previous year.

Forum participants also highlighted the need for Thailand to evolve its tourism narrative. “Thailand has an abundance of beautifully crafted temples and cultural landmarks,” noted one delegate. “We need to reimagine the visitor experience through themes like faith tourism, architecture tourism, and mental wellness.”

In response to the changing travel landscape, the Tourism Authority of Thailand (TAT) unveiled its 2026 strategic roadmap under the theme “Value is the New Volume.” The campaign aims to usher in The New Thailand—a tourism economy built on quality, balance, and sustainability.

Sorawong Thienthong, Minister of Tourism and Sports, emphasized a shift in focus: “Tourism is no longer just about numbers—it’s about trust, value, and inclusivity. Thailand is not simply bouncing back, but building forward. Our priorities include improving safety and accessibility, promoting sports tourism, and highlighting lesser-known destinations in line with the UNESCO Creative Cities Network.”

As the region grows increasingly competitive, Thailand’s tourism leadership is calling for collaborative action to revitalize the industry and secure long-term growth in a rapidly evolving travel market.