Bangkok, 13 May 2025 – The Ministry of Tourism and Sports, in collaboration with UN Tourism and a coalition of public, private, and international partners, hosted the Thailand Tourism Forum 2025 on 7 May in Bangkok under the theme “Navigating Global Tourism Trends: Strengthening Thailand’s Tourism Industry”.
More than 500 participants joined the event onsite and virtually, including senior officials from the Ministry of Tourism and Sports such as Minister Mr. Sorawong Thienthong, Vice Minister Mr. Jakraphon Tangsutthitham, Minister Secretary Mr. Krisada Tanterdthit, Deputy Permanent Secretary Ms. Vanida Phansoad, Governor of the Tourism Authority of Thailand Ms. Thapanee Kiatphaibool, and Commissioner of the Tourist Police Pol. Lt. Gen. Saksira Pheuak-um, along with representatives from the public and private sectors and international organisations.
The forum marked a major step in shaping the future of Thai tourism in line with global developments. Mr. Harry Hwang, Director of UN Tourism’s Regional Department for Asia and the Pacific, delivered congratulatory remarks on behalf of the Secretary-General, reaffirming UN Tourism’s continued partnership with Thailand. Ms. Sandra Carvao, Director of Market Intelligence, Policies and Competitiveness at UN Tourism, delivered a keynote address on “Global Tourism Trends and Directions: 2025–2030”, outlining the key forces and opportunities transforming the global tourism landscape.
A key highlight was a panel discussion titled “Shaping the Future of Tourism Platforms and the Road to 2030: AI Transforming the Tourism Industry from Global Trends to Thailand”, which explored how artificial intelligence is reshaping travel patterns, service delivery, and policy direction worldwide.
Minister of Tourism and Sports Mr. Sorawong Thienthong emphasised that Thailand must keep pace with a rapidly changing world through policies that align with global tourism trends. He reaffirmed the nation’s commitment to the core principles of UN Tourism—sustainability, inclusivity, and resilience in the face of future crises.
He highlighted Borsuak Village in Nan Province, recently recognised by UN Tourism as one of the Best Tourism Villages 2024, as a strong example of how community-based tourism can successfully support sustainable development.
The Minister also outlined Thailand’s five strategic priorities for the future of tourism: transitioning from volume to value by focusing on high-spending travellers; spreading tourism income to secondary cities through community-based tourism; integrating soft power with the digital economy; expanding into new, diversified source markets to reduce risk; and strengthening preparedness for all types of crises, from pandemics and natural disasters to economic instability.
He concluded with a call for all sectors to come together in building the “Thailand Model”—a new vision for sustainable tourism that will position Thailand as a “Destination of the Future” recognised for its quality, resilience, and meaningful experiences.
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