He explores how Thailand can evolve from mass tourism to meaningful, long-term value.
Thailand’s travel and tourism industry has reached a pivotal moment, rich in cultural and natural assets, yet facing rising competition, shifting traveller expectations, and increasing pressure to grow sustainably. Industry players must now move beyond traditional models and embrace innovation, inclusivity, and long-term value creation.
Offering valuable insights is Kulit Kiartsritara, Principal at Roland Berger Southeast Asia, bringing over a decade of experience across management consulting, investment banking, and the retail sector. He has led strategic initiatives, where he has advised leading corporations and government agencies throughout Southeast Asia and the Middle East.
With deep expertise in real estate and tourism development, economic strategy, innovation management, and organisational transformation, Kiartsritara has played a pivotal role in delivering high-impact outcomes and is passionate about driving meaningful and sustainable change across the public and private sectors.
As a judge at the TDM Travel Trade Excellence Awards 2025 - Thailand, Kiartsritara discussed Thailand's current position in the industry, the need for stronger digital and infrastructure readiness, and the importance of diversifying source markets and experiences.
Given your extensive experience, how would you assess the current state of Thailand’s travel and tourism industry in the regional context of Southeast Asia?
Thailand’s travel and tourism industry continues to be one of the strongest in Southeast Asia, backed by its rich cultural heritage, stunning natural landscapes, and the kind of soft power that has long made Thailand a favourite amongst global travellers. That said, competition from neighbouring countries like Vietnam and Indonesia is growing fast, especially as they position themselves as better value-for-money destinations. Thailand’s reliance on mass tourism is no longer sustainable; it’s time to shift toward more diverse, higher-quality offerings that provide richer experiences. The country also needs to address core issues like safety, fair pricing, and transparency, which are key to rebuilding trust. Moving forward, stronger collaboration between the government and the private sector will be critical to raising standards and improving how Thailand delivers value. Most importantly, Thailand needs to revive the sense of warmth and trust that once made Thailand feel like a second home to so many.
What structural or strategic challenges do you see as the most pressing for Thailand’s travel sector today?
One of the biggest structural risks is Thailand’s heavy dependence on a few key source markets like China and India; when those markets fluctuate, the entire sector feels it. Infrastructure and transport connectivity remain uneven, especially in key hubs like Bangkok and Phuket, where the travel experience still has room to improve. Meanwhile, regional players like Vietnam and Malaysia are stepping up with visa waivers and smarter incentives that appeal to today’s travellers. Another critical shift is how people now plan their trips; AI-based tools and digital platforms are playing a bigger role than ever. If Thailand’s lesser-known destinations and experiences aren’t visible and accessible through these tools, we risk being left behind. The key is getting the fundamentals right whilst staying responsive to how travellers' expectations are evolving.
What should Thai travel businesses prioritise to remain resilient and adaptive in the face of global challenges?
Thai travel businesses need to broaden their market base to reduce reliance on just a few countries. Operational flexibility, being able to respond quickly to shifts in travel rules or customer behaviour, is also essential. Embracing digital technology, from smart booking systems to AI-driven customer engagement, can help businesses connect more effectively with changing traveller demands. Upskilling teams, especially in digital service and languages, can boost both efficiency and guest satisfaction. Just as important is improving the overall travel experience, making it more convenient, seamless, and cost-effective for visitors. Those that stay agile, invest in their people, and focus on building long-term trust will be best equipped to weather future challenges.
In your work on tourism development, how have you seen successful examples of integrating sustainability into tourism-driven growth?
From my experience, successful destinations are the ones that take active steps to protect what makes them special. For example, several of Thailand’s busiest sites have started enforcing visitor guidelines to reduce overcrowding and environmental strain; this helps ensure those places remain enjoyable for future generations. I’ve also seen how spreading tourism to lesser-known areas can open up new opportunities whilst easing the pressure on hotspots. It not only gives travellers a fresh perspective but also brings more balanced growth to local communities. To me, sustainability means more than just environmental care; it’s about safeguarding culture and improving livelihoods. When that’s done well, tourism becomes a truly positive force.
Looking ahead, what opportunities do you foresee for Thailand to strengthen its position as a leading travel destination in Asia?
Looking ahead, Thailand has a real opportunity to evolve from a high-traffic destination to one known for delivering depth and quality. Thailand’s culture, landscapes, and hospitality are unmatched, but the country needs to encourage visitors to spend more time here and explore beyond the usual routes. This kind of travel creates stronger connections and brings more economic benefits to local communities. One exciting area is medical and wellness tourism; Thailand’s healthcare infrastructure is world-class, and combining that with the Thai experience makes for a powerful draw. By focusing on long-stay, purpose-driven travel and tapping into emerging segments, Thailand can grow more sustainably. It’s about offering travellers more meaningful reasons to choose Thailand and come back again.
As a judge for the TDM Travel Trade Excellence Awards 2025 - Thailand, what core criteria will you be considering when evaluating the nominees?
As a judge, I’ll be looking for entries that go beyond short-term results and show a clear vision for long-term value. Innovation will be a key factor, whether that means new ways of operating, delivering service, or engaging with customers. I’m also interested in how a business sets a new benchmark for the industry, not just keeping up, but leading. Just as important is the broader impact: how the business supports its people, uplifts local communities, and contributes to a more inclusive tourism economy. It’s not just about doing well, it’s about doing good, consistently. I’ll be looking for examples that push boundaries and inspire progress across the sector.
