Newly-appointed Thai minister of tourism and sports Atthakorn Sirilatthayakorn announced a series of urgent tourism stimulus measures.
To be implemented under the theme Big Impact Act Fast, these measures seek to accelerate Thailand’s recovery, generate income, and restore traveller confidence.
In a speech delivered during his courtesy call at the Tourism Authority of Thailand (TAT), Sirilatthayakorn declared: “Tourism is at the heart of Thailand’s economic recovery, and we must act with urgency and precision. By focusing on key source markets, reinforcing safety, and aligning with global events such as the SEA Games, we will ensure that Thailand remains one of the world’s most trusted and desirable destinations.”
A key to economic growth
Sirilatthayakorn likewise emphasised the role of tourism as a vital engine of the national economy and outlined four priority measures:
- First, to drive international markets with ambitious targets over the next four months, focusing on seven high-potential markets: China, Japan, Korea, India, and the wider Middle East, including Saudi Arabia and the United Arab Emirates, while maintaining balance with other global markets. In particular, the Welcome Back, China! campaign will reinforce Thai–Chinese relations and restore strong momentum from this vital source market;
- Second, to strengthen visitor confidence under the concept Travel Safe, Worry Free through enhanced safety services. These include the 24-hour Tourist Police Call Centre at 1155 and the multilingual Thailand Tourist Police mobile application, which supports eight languages, including English, Chinese, Japanese, Korean, and Russian, and offers incident reporting, information services, and an SOS function connected to provincial centres nationwide;
- Third, to advance Smart Safety, Smart Tourism by applying technology to protect travellers. AI Detect systems will be used to scan faces and cross-check with national arrest warrant databases, helping to monitor high-risk individuals. This will be combined with publicity for designated “safe zones” at tourist sites across the country to assure both international visitors and local communities; and
- Fourth, under the principle “Thailand Together,” the Ministry will work with all sectors to ensure full readiness for the 33rd SEA Games in December, coinciding with the peak tourism season. TAT has been assigned to promote both the Games and nearby destinations, while Thai people are encouraged to serve as warm and responsible hosts to international visitors.
Full support
TAT governor Thapanee Kiatphaibooll responded to the new minister’s announcement by saying: “TAT fully supports the Minister’s vision and will move forward with strong marketing campaigns, safety initiatives, and partnerships that showcase Thailand’s readiness.”
She concluded by pointing out how these efforts will reinforce traveller confidence, stimulate demand, and deliver sustainable economic benefits for Thailand.
The measures likewise highlight the government’s determination to revitalise tourism as a driver of national growth, improve safety and service standards, and maintain Thailand’s global reputation as a leading destination.
