Thailand finds itself scaling back ambitions and recalibrating its 2025 tourism strategy. It is partly the result of softening demand, regional safety concerns, and shifting geopolitical relations.
The country will be revising its international tourism revenue targets down from THB 2.3 trillion ($69 billion) to THB 2 trillion ($60 billion).
Tourism and Sports Minister Sorawong Thienthong acknowledged the impact of these global shifts, saying that while the overall revenue target for 2025 remains THB 3.5 trillion ($105 billion), the Prime Minister has tasked the team to ensure that THB 2 trillion is reached from the international market. “Anything beyond that would be a…
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