Crowded streets, bustling nightlife, and vibrant beach parties: this high season is shaping up well for Thailand, experiencing a surge in international tourists after a three-year hiatus due to the Covid-19 pandemic. Rather than depending heavily on sheer tourist numbers, the pandemic has taught us the importance of slowing down, exploring natural destinations, and allowing environments to recover from reduced capacity, waste, and environmental footprint.
Increasingly, tourists, especially Europeans, are becoming conscious of their impact on the environment and society when they travel.
In 2024, the Tourism Authority of Thailand (TAT) aims to achieve full revenue recovery to 2019 levels while reducing reliance on tourist numbers, focusing instead on “high value” and “sustainable tourism.” The goal is to boost tourist spending, ensure fair income distribution within…
