If energy could be bottled, Thailand’s new Minister of Tourism and Sports, Atthakorn Sirilatthayakorn, would likely have his own export licence. Barely a fortnight into the job, he’s already making waves and headlines with a bold, clear-cut plan to pull tourism back into overdrive.
His marching orders, delivered with trademark Thai courtesy but military precision, are summarised in four brisk words: “Big Impact, Act Fast.”
Visiting the Tourism Authority of Thailand (TAT) headquarters this week, Atthakorn was greeted by TAT Governor Thapanee Kiatphaibool and a team that has spent over three years guiding the kingdom through post-pandemic turbulence. This time, though, the brief is refreshingly direct, with no slow steering committees or lingering memos. The Minister wants results, and soon.
“Tourism is at the heart of Thailand’s economic recovery, and we must act with urgency and precision,” he told executives. “By focusing on key source markets, reinforcing safety, and aligning with global events such as the SEA Games, we’ll ensure Thailand remains one of the world’s most trusted and desirable destinations.”
It’s an invigorating statement of intent for an industry contributing around 20% of Thailand’s GDP.
Targeting the Right Travellers
Atthakorn Sirilatthayakorn at TAT HQ
Atthakorn’s priority is to reignite demand from seven key markets: China, Japan, Korea, India, Saudi Arabia, the UAE and the broader Middle East, while maintaining healthy momentum from Europe and ASEAN neighbours.
He says the focus is not merely on numbers but balance: attracting quality visitors who spend and stay longer and supporting small operators as much as five-star resorts.
Topping the agenda is the newly turbocharged “Welcome Back, China!” initiative, a campaign designed to rebuild confidence among Chinese travellers, once the main artery of Thailand’s inbound market. This rejuvenated approach includes returning charter flights, simplified e-visas, and social-media-driven promotions.
One senior TAT official said, “When China moves, the entire region breathes easier.”
Safety, Technology and Traveller Trust
Safety is equally central to the Minister’s agenda, an issue Thailand is tackling with refreshing transparency.
The “Travel Safe, Worry Free” campaign promotes the 24-hour Tourist Police Call Centre (1155) and the upgraded Thailand Tourist Police app, which now supports eight languages and allows users to report incidents, seek help, or trigger an SOS alert connected directly to provincial control rooms.
Atthakorn’s view is simple: peace of mind is good business.
To that end, a new AI Detect system will cross-check visitors against national warrant databases. This is likely to raise eyebrows in some circles but is welcomed by hoteliers and insurers keen to strengthen Thailand’s “safe haven” credentials.
Meanwhile, the Ministry is designating “Safe Zones” across popular destinations from Phuket’s beaches to Chiang Mai’s night markets — to reassure tourists that safety and hospitality go hand in hand.
Gearing Up for the SEA Games
TAT Governor Thapanee Kiatphaibool
December’s 33rd SEA Games, to be hosted in Thailand, is being positioned as both a regional celebration and a golden opportunity to showcase Thailand’s readiness.
Under the banner “Thailand Together,” the Ministry and TAT are working to promote the Games alongside nearby attractions, encouraging visitors to turn short stays into extended holidays.
“TAT fully supports the Minister’s vision and will move forward with strong marketing campaigns, safety initiatives, and partnerships that showcase Thailand’s readiness,” said Thapanee Kiatphaibool. “These efforts will reinforce traveller confidence, stimulate demand, and deliver sustainable benefits to the economy.”
The Games coincide neatly with Thailand’s peak tourism season, a logistical challenge, yes, but also an open invitation for the country to prove its famed efficiency under pressure.
The Bigger Picture
Thailand has always had a remarkable knack for reinvention. When others pause to form committees, the Thais quietly roll up their sleeves and get on with it. Through coups, currency crashes and Covid, the kingdom has smiled, adjusted, and somehow turned adversity into another invitation to visit.
So it’s no surprise that Atthakorn’s “Big Impact, Act Fast” rallying cry feels less like a new strategy and more like an echo of the nation’s enduring character, confident, quick on its feet, and rarely beaten by circumstance. It’s Thailand doing what Thailand does best: blending charm with commercial instinct.
For the industry, the subtext is unmistakable. This is not the season for hesitation. It’s time to open the doors, dust off the welcome mats, and remind the world why Thailand remains the region’s masterclass in hospitality and resilience.
And from the mood humming through the TAT’s Bangkok corridors this week, part anticipation, part quiet pride, the comeback feels not just possible, but inevitable.
For official updates, visit: Tourism Authority of Thailand (TAT) | Ministry of Tourism and Sports.
By Prae Lee
BIO:
You can tell a lot about a person by how they handle a busy Bangkok morning. Prae Lee doesn’t rush; she glides through it. There’s a calm certainty about her, the sort that comes from knowing where you come from and where you’re going.
Educated at Chulalongkorn University, she took her business degree with the quiet pride of someone who believes in doing things correctly. Her travels for further study in Singapore and Australia didn’t change her; they polished what was already there: curiosity, discipline, and grace.
She returned to her family business in Bangkok, breathing a little modern life into it. She handled social media with the intuition of someone who listens and sells with the gentle persistence the Thais do so well.
Prae doesn’t make a fuss, but everything she touches shines brighter.
Now part of the Global Travel Media family, Prae brings authenticity and quiet confidence to her writing, drawing from a life steeped in culture, travel, and connection.
