Thailand’s $118 billion goal targets spending rather than arrivals, which have stalled at about 33 million. Rising prices will surely lift revenue regardless, but higher rates aren’t the same as higher value, and the plan has no budget yet for the terminals, marinas and guides needed to attract bigger spenders.
Thailand is targeting at least 4 trillion baht ($118 billion) in annual tourism revenue by 2032 under a draft five-year national plan. That’s about 48% more than the 2.7 trillion baht it earned in 2025, including domestic tourism. The plan also aims to lift Thailand into the top 30 of the World Economic Forum's Travel & Tourism Development Index.
The targets come as Thailand's foreign arrivals are poised to fall for a second straight year.
The Fourth National Tourism Development Plan focuses on raising the economic value of tourism, lifting service standards, winning higher-spending visitors, and spreading income to small businesses and communities.
Cruise and yacht tourism are high-revenue segments where Thailand lacks capacity, the government said. “The country still needs more cruise terminals and yacht marinas to meet demand,” it noted, and asked the Tourism Authority of Thailand (TAT) to draw up an infrastructure framework with other age
Subscribe now for complete access to Skift.com’s trusted coverage of the travel industry.
Enter your email for a complimentary article + exclusive offers.
Tags: asia, asia monthly, china, skift intelligence, thailand, tourism, wanderlust