Thailand is working with destination management companies (DMCs) to develop community-based tourism routes aimed at attracting more high-spending long-haul travelers, as the country seeks to shift its tourism strategy from visitor numbers to visitor value.
The Tourism Authority of Thailand (TAT) on Wednesday launched TAT x DMCs: Communities ConNext, bringing together travel companies serving customers from Europe, the Americas, the Middle East and Africa to help design itineraries featuring 55 communities across the country.
The routes will be refined before being offered to overseas tour operators and travel agents, with the aim of expanding community tourism beyond Thailand’s traditional beach and city destinations.
The initiative forms part of TAT’s “Value over Volume” strategy, which emphasizes higher-quality tourism, greater visitor spending and more sustainable distribution of tourism income.
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“Destination management companies work closely with overseas travel partners and understand the expectations of long-haul travelers,” TAT Governor Thapanee Kiatphaibool said. “Their market insights will help strengthen Thailand’s competitiveness while developing tourism products that better match changing visitor demand.”
TAT said early discussions showed many Thai communities already have tourism potential but require improvements in visitor information, service standards, promotional materials and sales tools before they can be packaged effectively for international markets.
The agency said changing travel habits are also driving the initiative. Research cited by TAT found that many long-haul travelers, particularly younger visitors, increasingly seek authentic cultural experiences, responsible tourism and opportunities to engage with local communities rather than simply visiting well-known attractions.
Community-based tourism has become a growing segment of Thailand’s tourism industry as authorities look to spread visitor spending more evenly across the country and reduce pressure on heavily visited destinations.
TAT said it expects the partnership with DMCs to create new opportunities for local communities while helping Thailand strengthen its position in the competitive long-haul travel market.
