Thailand's Tourism Renaissance: The Vlogfest’s Interview with Thailand’s Tourism Minister, the Honourable Minister Mr Sorawong
Thailand: Winner Best Stand: London World Travel Market
Where better to begin? The energy. The excitement. A perfect blend of smiles, rich aromas of Thai cooking sizzling on skillets, and the serenade of traditional Thai instruments enthralled the crowd. Thailand wasn’t just present; it dominated. Winning the coveted Best Stand award at WTM was no accident. It was a testament to Thailand’s unique experiences, from its vibrant street food to its captivating cultural performances.
“We came with a purpose,” Honourable Minister Mr Sorawong says. “We have a bold, captivating, and exciting vision.” But this isn’t about just “being seen.” It’s about sharing Thailand’s soul: its culture, people, and stories. It’s a vision that Mr Sorawong will use to inspire hope and excitement for Thailand’s future in the tourism industry.
This award wasn’t merely a trophy but a statement of intent. Thailand is back! Talking of Getting Back…36 Million Visitors
Before the pandemic, Thailand was synonymous with global tourism, with 36 million visitors exploring its temples, beaches, and markets. In 2025, the target is 40 million visitors, a cautious optimism. But grounded in reality. The numbers are within reach, with arrivals steadily climbing.
Mr Sorawong sees this as more than just a numbers game. “It’s about balancing volume with value. We’re not chasing the crowds but welcoming those who will connect with Thailand meaningfully.”
Catering for the “Connoisseur Traveller”
Before the pandemic, Thailand was synonymous with global tourism, with 36 million visitors exploring its temples, beaches, and markets. In 2025, the target is 40 million visitors, a cautious optimism. But grounded in reality. The numbers are within reach, with arrivals steadily climbing.
Mr Sorawong sees this as more than just a numbers game. “It’s about balancing volume with value. We’re not chasing the crowds but welcoming those who will connect with Thailand meaningfully.”
Catering for the “Connoisseur Traveller”
Before the pandemic, Thailand was synonymous with global tourism, with 36 million visitors exploring its temples, beaches, and markets. In 2025, the target is 40 million visitors, a cautious optimism. But grounded in reality. The numbers are within reach, with arrivals steadily climbing.
Mr Sorawong sees this as more than just a numbers game. “It’s about balancing volume with value. We’re not chasing the crowds but welcoming those who will connect with Thailand meaningfully.”
Enter the DTV: The “Discover Thailand” Visa
This caters to the new breed of global wanderers: digital nomads. These are not gap-year students; they’re professionals who work remotely while exploring the world.
“The DTV is about flexibility,” he says. “We’re creating a home for those who want to work from a café overlooking the Chao Phraya or a co-working space in Chiang Mai’s green hills.”
Mr Sorawong is keen to point out that it’s not just economic; it’s cultural. “These nomads bring ideas, innovation, and their own stories. We’re allowing them to live in Thailand, not just visit it.”
Sustainability: Preserving Thailand’s Future
Sustainability is crucial for the Honourable Minister. “We cannot be shortsighted,” he says. “Our beaches, reefs, and forests are treasures. If we don’t protect them, we lose our identity and our future.” And it’s this commitment to sustainability that is at the heart of Thailand’s tourism revival.
“We learned during the pandemic that we needed to shift our focus. Our focus is now on sustainable recovery, ensuring that our towns and cities aren’t overwhelmed but celebrated.” Looking at Mr Sorawong directly, this is a man for whom sustainability is a passion and not just a trend. Looking directly back at me, he explains, “Focused sustainability is a promise that ensures Thailand’s natural beauty will be preserved for generations to come.”
Mr Sorawong outlines the ambitious targets: carbon neutrality by 2050 and net zero by 2065. These aren’t just slogans. They’re the backbone of policies shaping everything from energy use in hotels to plastic reduction in markets.
When asked about educating the hospitality sector, Mr Sorawong emphasises collaboration. “We’re working with hoteliers, restaurateurs, and local guides. Training programs, incentives for green practices, and even government-backed certifications will make us more cohesive as an industry and put us back on track.”
Thailand’s announcement of hosting the 33rd SEA Games as its first genuinely green iteration underscores this commitment. “This is more than a sports event,” Mr Sorawong says. “It demonstrates what’s possible when sustainability takes centre stage.”
Igniting Thailand’s Potential
Central to this rejuvenation is the “Ignite Thailand” policy. This is now a cornerstone of Thailand’s tourism drive, bringing fresh ideas and renewed energy. From promoting lesser-known provinces to embracing innovative digital campaigns, this initiative promises to pump fresh life into Thailand’s ambitions for the sector.
The Road Ahead
As we close, it’s clear that Mr Sorawong’s ambitions aren’t just lofty declarations. They’re deeply rooted in a love for his homeland and a vision of tourism as a force for good.
“Thailand has always been a place of welcome,” he says. “But now, we’re inviting the world to see us through fresh eyes and not as a destination but as a journey, a story, or even a second home.”
With initiatives like the “Ignite Thailand” policy and the “Discover Thailand Visa,” it’s hard not to be swept up in his optimism. For a country that has already given so much to the world, Thailand seems ready to provide just a little more on its terms, with its flair.
And if the Honourable Minister Mr Sorawong has anything to say about it, the best is yet to come.
The Road Ahead
As we close, it’s clear that Mr Sorawong’s ambitions aren’t just lofty declarations. They’re deeply rooted in a love for his homeland and a vision of tourism as a force for good.
“Thailand has always been a place of welcome,” he says. “But now, we’re inviting the world to see us through fresh eyes and not as a destination but as a journey, a story, or even a second home.”
With initiatives like the “Ignite Thailand” policy and the “Discover Thailand Visa,” it’s hard not to be swept up in his optimism. For a country that has already given so much to the world, Thailand seems ready to provide just a little more on its terms, with its flair.
And if the Honourable Minister Mr Sorawong has anything to say about it, the best is yet to come.