Thailand faces an uphill battle in reaching its ambitious 3.5 trillion-baht tourism revenue target for 2024, as admitted by Tourism and Sports Minister Sermsak Pongpanich. Speaking at the Thai Hotels Association’s annual conference, Sermsak highlighted the current progress and challenges ahead.
“In the first five months of this year, Thailand has welcomed 15 million foreign tourists, generating 1.1 trillion baht. To hit our 3.5 trillion baht target, we need 36.7 million tourists, meaning we’re still short by 21.7 million tourists and 2.4 trillion baht.”
Expressing concerns about achieving this daunting goal, Sermsak emphasised the need for collective action.
“Although I am worried, I remain…