Thailand Tourism Shifts From Volume to Value as Thapanee Kiatphaibool Reveals Global Growth Vision

Ms. Thapanee Kiatphaibool began her role as the new Governor of the Tourism Authority of

Thailand (TAT) on 1 September 2023. She is recognized for her collaborative leadership style

and strategic vision in promoting Thailand as a premier global tourism destination. Her

leadership emphasizes stakeholder engagement and innovative strategies, which are essential

for fostering industry growth and resilience. A dynamic and results-driven professional with over

27 years of experience in the tourism industry, she has held various positions within TAT and

demonstrated a proven track record in strategic planning, marketing, and international

collaboration.

Governor Thapanee, it is an honor to speak with you. Under your leadership, TAT has
launched ‘The New Thailand’ framework centered on ‘Value is the New Volume.’ How is
this strategic shift from mass-arrival numbers to high-yield, high-quality tourism shaping
your international campaigns and stakeholder engagement?

We develop our tourism campaigns and marketing strategies around a clear shift from quantity
to quality, focusing on attracting visitors who create greater value for Thailand’s tourism
ecosystem. Therefore, ‘Value over Volume’ serves as a key principle in evaluating and shaping
our initiatives before they are launched, ensuring that each campaign contributes not only to
visitor numbers, but also to economic value, destination balance, and long-term sustainability.

With wellness and mindfulness becoming central to global travel preferences, how are
campaigns like ‘Healing is the New Luxury’ positioning Thailand as a premier sanctuary
for high-value travelers?

‘Healing is the New Luxury’ is a campaign we launched earlier this year, designed to respond
directly to the growing global interest in health and wellness. We believe that, today, people
across generations are becoming more conscious of their health and more proactive about
taking care of their bodies and overall well-being. Looking after ourselves is no longer
something we wait to prioritize later in life, or only when we become unwell. Instead, it has
become a lifestyle. This then raises an important question: Can health and wellness become a
luxury when they are not accessible to everyone? Not everyone has the resources to invest in
wellness every day, and when it comes to a high price tag, it can easily feel like something
reserved for a privileged few.

When we created ‘Healing is the New Luxury,’ we aimed to redefine luxury by shifting away from
expensive, exclusive perceptions. This campaign emphasizes that true luxury lies in accessible,
everyday wellness experiences available in Thailand.

Instead, we believe that true luxury can be found in the things that allow us to feel better, live
better, and take care of ourselves. It can be as simple as having time to rest, enjoying
nourishing food, reconnecting with nature, or taking a moment to care for your mind and body.
Our goal is to make wellness feel less like a privilege and more like something everyone can
experience in their own way. We are certain that all this can be found in Thailand. We have the
natural wealth of serene landscapes, the time-tested wisdom of traditional medicine, and a
culture of deep hospitality that transforms self-care into an accessible, everyday reality.

How are the five economic pillars – Life, Sub-Culture, Night, Circular, and Platform
Economies – helping to diversify Thailand’s tourism into secondary cities and niche
markets?

The Five Economic Pillars Framework aims to foster regional pride by showcasing Thailand’s
diverse assets across secondary cities and niche markets. We want the audience to feel
confident that this strategy highlights Thailand’s unique strengths, encouraging stakeholders to
explore new opportunities and feel optimistic about the country’s tourism future.
This also allows us to highlight the unique assets of different regions, particularly secondary
cities, and leverage their distinctive experiences to attract the right markets.
The five pillars are focused marketing strategies designed to drive quality tourism and
sustainable returns, complemented by active demand management that balances visitor
numbers, travel timing, and destinations with each place’s capacity.
Together, this approach aims to create greater value, distribute tourism benefits more widely,
and support sustainable growth.

With major international gatherings like Tomorrowland Thailand on the horizon
alongside cultural festivals, how is TAT leveraging event-based tourism to position
Thailand as a leading global entertainment destination and attract international visitors?

Thailand has strong potential to become a global entertainment hub, particularly for major music
and cultural events. Our diverse landscapes, favorable climate, warm hospitality, and rich
culture give us a natural advantage as a destination where people can come not only for an
event, but for the complete experience around it.
TAT is therefore using event-based tourism as a strategic tool to strengthen Thailand’s position
on the global stage. We are actively working with major international events, including
Tomorrowland Thailand, while also elevating Thailand’s own cultural festivals and experiences
for international audiences.
At the same time, we see events connecting entertainment more broadly with tourism. Visitors
coming for a major event can discover our destinations, food, culture, communities, and
hospitality, encouraging them to stay longer and explore beyond the event itself. This supports
our broader Value over Volume direction, which focuses on creating meaningful experiences
and broader benefits for the tourism ecosystem.
Our ambition is not simply to host more events, but to build Thailand’s identity as a destination
where world-class entertainment and authentic Thai experiences come together. By combining
international events with our own cultural strengths, we believe Thailand can establish a
distinctive position as a leading entertainment and event hub in the region.

How do safety and quality assurances under initiatives like “Trusted Thailand”
reinforce global visitor confidence while driving long-term sustainability across local
Thai communities?

Safety and security have always been our top priorities, ensuring that visitor well-being drives all
our efforts.
Considering recent safety concerns expressed by travelers, TAT continues to restore
confidence through initiatives like Trusted Thailand, launched last year. This program reassures
international visitors that their safety is prioritized, helping them feel more secure and confident
in choosing Thailand as their destination.

At the same time, Trusted Thailand helps smaller, local businesses meet international
expectations by strengthening their safety, service, and digital capabilities. The infrastructure
and upgrades required for certification, such as secure transport, well-maintained facilities, and
digital payment systems, also create lasting benefits for local communities. In this way, greater
visitors’ confidence supports local businesses while contributing to long-term community
development.