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Home » THAILAND » Thailand Urges PM Paetongtarn to Accelerate Strategic Overhaul of Tourism Sector to Strengthen International Standing and Advance Sustainable Growth Tuesday, June 3, 2025The Push to Reinvent Thailand’s Tourism IndustryPlans outlined by the Tourism Council of Thailand (TCT) appeared to have aimed at reshaping the nation’s tourism landscape in profound ways, with potential ripple effects extending far beyond Southeast Asia. Through a strategic reform package expected to be submitted to Prime Minister Paetongtarn Shinawatra, the council was said to be seeking comprehensive improvements to tourist safety, sustainability, and workforce readiness in a bid to ensure Thailand’s status as a premier destination in the Asia-Pacific region.The proposed changes, if implemented successfully, were believed to have the power to redefine how developing nations approached tourism. A focus on quality, efficiency, and security was expected to enhance global traveler confidence, attract more high-value visitors, and offer a blueprint for other countries grappling with similar industry challenges.Collaborative Safety Measures at the ForefrontTCT reportedly highlighted that visitor safety had become an urgent issue, especially with rising reports of fraud, scams, and other crimes targeting tourists. According to the proposals, a coordinated framework involving multiple government bodies was considered essential for dealing with these long-standing problems. The council stressed that ensuring consistent monitoring and evaluation would not only improve tourist experiences but also reinforce Thailand’s image as a trustworthy destination.Regulating Cannabis to Protect the Nation’s ImageIn light of Thailand’s decriminalisation of cannabis, concerns were raised over its potential misuse by international tourists. TCT called for defined zoning laws and strict regulations to manage cannabis consumption and avoid damage to the country’s family-friendly reputation. Without clear controls, the council feared that unregulated use could deter families and conservative visitors from choosing Thailand, thereby affecting the quality segment of the market.Closing Gaps in Tourism Workforce SkillsFacing a shortage of skilled professionals in the sector, the council recommended the establishment of a regional tourism training institute. This institution would aim to provide focused education in foreign languages, digital tools, service etiquette, and communication skills. The vision was to create a talent pool that could handle the expectations of global travelers and raise the standard of hospitality services across the nation.Simplifying Hotel Licensing to Support GrowthOne of the major operational reforms proposed included the merging of multiple accommodation licences into a single, unified permit. This move was aimed at easing bureaucratic burdens and encouraging compliance among hotel operators. By making it easier for businesses to meet legal requirements, Thailand’s tourism authorities were believed to be fostering a more transparent and professional industry environment.A Sustainable Future Through Institutional ReformThe TCT also pressed for the creation of a new independent body dedicated to promoting sustainable tourism practices. This agency would focus on raising awareness among industry operators, helping them adopt climate-sensitive methods, and aligning Thai tourism with European Union environmental benchmarks. The effort reflected a growing recognition that eco-conscious operations were no longer optional, but vital for long-term relevance in the global market.Addressing Financial Struggles of Small OperatorsGiven the mounting financial pressures faced by small and medium-sized tourism businesses, the council had reached out to the Finance Ministry, requesting the creation of a sustainable tourism fund. In addition to this, they urged the government to offer low-interest loans to help operators upgrade their services and stay competitive. This funding, they argued, was critical for businesses that lacked access to credit but played a vital role in supporting Thailand’s vast tourism network.The council also suggested revising outdated financial rules, particularly a 2010 regulation that limited budgets for government-sponsored events, including meeting costs and hospitality services. These caps were reportedly no longer practical given current economic realities and were seen as obstacles to organising impactful tourism-related conferences and events.Solving Transport Challenges to Eliminate Tourist ScamsEfforts to curb long-standing transportation scams, particularly involving taxi services and car rentals, were also part of the proposed reforms. TCT encouraged the Transport Ministry to develop rail services connecting primary and secondary cities, which could offer safe, predictable, and transparent alternatives to more vulnerable modes of travel. These expanded routes were expected to increase mobility, support regional tourism, and protect visitors from common traps.Global Significance and Long-Term VisionAt the heart of these proposals was a clear message: Thailand must adapt to stay competitive. With more than 4.4 million jobs—both direct and indirect—tied to the tourism industry, the council viewed urgent reform as essential in light of geopolitical tensions, economic uncertainties, and evolving traveler expectations.The initiatives championed by TCT reflected a holistic approach to tourism management, one that balanced growth with responsibility, and innovation with regulation. If Thailand succeeded in executing this multi-tiered plan, its model could serve as a global reference point for other countries striving to modernize their tourism sectors.In sum, the council’s proposals were not only about safeguarding Thailand’s future in tourism—they were also about setting new standards for international travel ecosystems.
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