In a landmark meeting chaired by Prime Minister Srettha Thavisin, the National Soft Power Strategy Committee has solidified plans to invigorate Thailand’s soft power across a spectrum of 11 diverse industries. With a proposed budget exceeding 5 billion baht, the committee aims to generate over 20 million jobs and attain an annual revenue of 4 trillion baht through strategic initiatives.
The 11 targeted industries encompass tourism, festivals, sports, cuisine, film, music, arts, books, gaming, design, and fashion. The comprehensive approach underscores the government’s commitment to leveraging cultural and creative assets for economic development.
A significant portion of the budget, amounting to 3 million baht, has been earmarked to support Thai filmmakers participating in three prominent foreign film festivals. This move reflects the committee’s dedication to fostering a global presence for Thai cinema.
Emphasizing the commitment to cultural celebrations, the committee has given its approval for the “Maha Songkran World Water Festival.” This initiative is expected to draw international attention, contributing to the nation’s soft power and cultural influence.
The Strategic Transformation Office has been tasked with spearheading the soft power development strategy. Its central role involves coordinating efforts across the 11 industries to ensure a cohesive and effective approach.
In a parallel development, the Tourism Authority of Thailand (TAT) has declared 2024 as a pivotal year for the tourism industry. The 2024-27 roadmap aims to fully recover from the pandemic and anticipates revenue reaching 3.1 trillion baht. With an ambitious goal of making tourism account for 25% of the GDP by 2027, TAT envisions creating a new tourism ecosystem focused on high-value experiences and sustainable practices.
To attract quality tourists with high purchasing power and a commitment to cultural and social respect, TAT plans to increase both the number of tourists and average expenses. The industry will also work towards income distribution to local areas and communities, aligning with the goal of “Net Zero Tourism” by minimizing greenhouse gas emissions. Thailand’s travel industry is gearing up for a transformative period, fostering responsible and sustainable tourism practices to ensure a robust and resilient future.