Held in May in Bangkok, the Thailand Tourism Forum 2025 marked a key milestone in shaping the future of Thai tourism. Organised by the Ministry of Tourism and Sports, in collaboration with UN Tourism and public-private sector partners, the event brought together over 500 participants under the theme: “Navigating Global Tourism Trends: Strengthening Thailand's Tourism Industry.”

Key figures included Tourism and Sports Minister Mr Sorawong Thienthong, TAT Governor Ms Thapanee Kiatphaibool, and senior UN Tourism officials, who highlighted the importance of sustainability, digital transformation, and resilience in shaping tomorrow's tourism.

At the heart of the forum was Thailand's Five-Pronged Strategy to future-proof the tourism sector:

• Shift from Volume to Value - Targeting high-value tourists to boost quality over quantity.
• Dispersing Tourism to Secondary Cities - Promoting community-based tourism and regional inclusivity.
• Fusing Culture with the Digital Economy - Leveraging Thailand's soft power through tech innovation.
• Expanding Source Markets - Reducing reliance on key markets to enhance stability.
• Enhancing Crisis Preparedness - Strengthening systems to respond to global disruptions.

By leveraging soft power and technology, Thailand aims to position itself as a leading destination for responsible, experience-driven events and incentive travel.

A panel on AI in tourism explored how technology is revolutionising service delivery and personalised travel, positioning Thailand to lead in smart tourism.

The forum also spotlighted Borsuak Village in Nan, recently recognised by UN Tourism as a Best Tourism Village 2024, exemplifying sustainable, community-led tourism.

Thailand's new vision positions the country as a global leader in sustainable travel, with a strategic focus on innovation, inclusivity and long-term growth.