With travellers seeking more personalised journeys, he highlighted the need for stronger partnerships, smarter use of data, and experiences.
Thailand has long been recognised as one of the world's leading tourism destinations. It attracts millions of visitors annually with its diverse offerings, culture, and trademark hospitality. Yet as traveller expectations continue to evolve, industry leaders are facing the challenge to move beyond traditional growth models. They are prompted to rethink how tourism can deliver greater economic and social value.
Travellers have become more intentional in their choices. At the same time, digital technologies reshape the customer journey. With these factors at play, the focus for the country is shifting from increasing visitor volumes to creating higher-value experiences.
Providing insight into these developments is Kulit Kiartsritara, Principal at Roland Berger Southeast Asia, who has over 10 years of experience in management consulting, investment banking, and retail.
With expertise that spans tourism and real estate development, economic strategy, innovation management, and organisational transformation, Kiartsritara has advised leading corporates and government agencies throughout Southeast Asia and the Middle East.
He has also led strategic initiatives that deliver sustainable growth and meaningful change across the public and private sectors.
As one of the esteemed judges for the TDM Travel Trade Excellence Awards 2026 - Thailand, Kiartsritara shared his views on Thailand's competitive advantages as a travel destination, the role of tourism in economic development, emerging travel trends, and the qualities that will distinguish this year's outstanding nominees.
Having been in the industry for several years, what do you believe are Thailand’s strongest competitive advantages as a regional and global travel destination today?
Thailand’s biggest strength is that we aren't defined by just one thing. Plenty of destinations can compete on beaches, food, culture, or hospitality on their own. But Thailand wraps all of these into a single journey. A visitor can come here for medical care, transition into a wellness retreat, discover local food, shop, and hang out in Bangkok neighbourhoods all in one trip.
That’s an incredibly powerful advantage, but frankly, it’s still underused because our strengths are too fragmented. The next step isn't just about promoting Thailand more loudly; it’s about designing journeys that connect these pieces better. That’s how we move from just chasing visitor numbers to creating real, deep value from every visit.
What role do you see tourism and hospitality playing in broader economic development strategies across Southeast Asia?
Tourism is a massive economic driver because so many Southeast Asian economies, including our own, are heavily service-dependent. In Thailand, it isn't a standalone sector because it’s deeply tied to hotels, restaurants, retail, healthcare, transport, real estate, and local agriculture.
This means a healthy tourism industry injects income directly into a much wider economic base, especially when we look beyond Bangkok and the main gateways. But that only happens if we manage it around value, not just raw volume. The question we should be asking isn't just how many people landed today, but also where their money is actually going and who is benefitting. If we shift our focus there, tourism becomes a serious engine for upgrading local skills, businesses, and infrastructure.
What emerging travel trends do you believe businesses should prepare for to remain relevant in the future tourism landscape?
I see three major shifts that businesses need to take seriously. First, travellers are becoming far more intentional. They’re choosing destinations that align with their personal lifestyle and values, not just what’s trending on social media. Second, the definition of value has changed. People are absolutely willing to spend, but they expect total transparency, safety, and seamless quality in return. Third, the way people discover travel has completely shifted because online communities, social platforms, and AI planning tools are driving booking decisions now.
For businesses, staying relevant isn't just about having a great product anymore. It’s about being visible in the right digital spaces, building trust, and delivering experiences that feel personal and worth repeating.
Technology and digitalisation continue to reshape travel. Which innovations do you think will have the biggest impact on the industry moving forward?
AI is a game-changer on the consumer side because it helps travellers make much smarter choices, from mapping out itineraries to comparing options. But the real, untapped opportunity is on the operator's side. When used right, data and tech help businesses spot what’s actually gaining traction, anticipate demand, and pivot quickly when traveller behaviour shifts.
Thailand has no shortage of tourism data, but right now, most of it sits in silos instead of shaping better products or policies. The innovations that will matter most are the ones that remove friction for the traveller whilst giving local businesses the sharp insights they need to run smarter operations.
In your view, what leadership capabilities will become increasingly important for travel and hospitality businesses in the future?
Adaptability is everything right now. The industry is constantly facing volatility, whether it’s economic shifts, geopolitical tensions, climate pressures, or fast-changing consumer habits. Leaders have to move fast, but they also need the discipline to stay focused on exactly which traveller segments they want to serve.
At the same time, the best leaders will need to look past their own front door. Tourism value is created across an entire ecosystem, not by one hotel, airline, or restaurant acting alone. The standout leaders will be those who can adapt their own business models whilst building the kind of partnerships that elevate the whole destination.
As a returning judge at the TDM Travel Trade Excellence Awards 2026 - Thailand, what key qualities or innovation will stand out most when evaluating nominees?
Like last year, I’m looking for solid execution, clear value for the customer, and a genuine contribution to the industry.
But what feels even more critical this year is whether a business is actively helping to push Thai tourism toward a higher-value future. The strongest nominees will be the ones fixing pain points in the visitor journey, using data or practical partnerships to work smarter, and creating real links with local communities. Innovation doesn't have to be overly complicated; it just needs to solve a real-world problem and raise the bar for delivery. Ultimately, I’m looking for that balance of consistent performance and a clear vision for where our industry needs to go next.
