Thailand Urged to Create Independent Tourism Board for Long-Term Growth

A view of Chinatown Yaowarat, Bangkok

The Big Push: Why Thailand Needs an Independent Tourism Board

Thailand's tourism industry — a core pillar of its economy — may be at a crossroads. According to Kevin Clayton, Chief Brand Officer for Thailand at Galaxy Entertainment Group, simply relying on the existing structure may not be enough to compete in an increasingly crowded Asia-Pacific travel market. In a recent forum, he proposed the creation of an independent tourism board to spearhead a bolder, more strategic approach. Bangkok Post+1

What Is Being Proposed?

1. Ambitious Visitor Targets

Clayton is calling for more aggressive tourism goals: 45 million international arrivals by 2030, and 60 million by 2035. ASEANNOW He believes that to hit these numbers, Thailand must rethink how it develops tourism, not just through traditional attractions, but by investing in high-value, branded projects.

2. Product-Driven Strategy

Rather than waiting on organic growth, he suggests Thailand invest in “man-made” attractions — think integrated resorts, entertainment complexes, and large-scale MICE (Meetings, Incentives, Conferences, Exhibition) infrastructure. These would complement Thailand’s existing natural and cultural appeal.

3. An Autonomous Tourism Board

The heart of Clayton’s vision is to establish a new, independent board — one that includes key stakeholders like the Tourism Authority of Thailand (TAT), airlines, tourism associations, and private investors. It would operate with some government backing but retain real autonomy to set policy, attract investment, and drive long-term tourism strategy.

4. Sustainable, High-Value Growth

This board would not only push for big investments but also ensure Thailand avoids over-relying on mass tourism. Clayton argues for quality over quantity: attracting tourists who spend more, stay longer, and want more than just the “sun, sand, and street food” experience. 

Why This Matters Now — The Strategic Case

• Regional Competition Is Heating Up: Neighboring countries like Vietnam, Singapore, and others are aggressively building tourism infrastructure.

• Need for Big Capital: To build large-scale tourist products — like integrated resorts — Thailand needs to draw in billions in private and foreign investment. Clayton sees the board as the key to unlocking that capital.

  Challenges & Criticisms to Watch

• Regulatory Risk: Any board that encourages “man-made attractions” — especially with possible gaming or large development — needs regulatory clarity.

• Balancing Mass Tourism vs Quality: Will this shift sideline budget travelers?

• Governance & Independence: How “independent” will this board truly be if it’s backed by the government? Who holds the power?

• Sustainability Pressure: Scaling up needs to go hand in hand with green practices, environmental planning, and community involvement.

• More Structured Development: A dedicated tourism board could reduce fragmented policymaking, aligning stakeholders toward a unified vision.

• Diversification: With rising demand for high-value tourism (wellness, MICE, entertainment), Thailand can benefit from diversifying beyond its traditional "backpacker-charm" appeal.

Implications for Travelers & Investors

• For International Travelers: If realized, this could mean more world-class entertainment, new resorts, and diverse tourism products.

• For Investors: A well-structured board could offer clarity, long-term investment signals, and a more stable platform for building large attractions.

• For the Thai Economy: This could significantly boost tourist spending, lengthen visitor stays, and strengthen Thailand’s position as a high-value travel destination.