US, Aug. 29 -- Thailand has unveiled its tourism strategy for 2027 under the ambitious banner of "The Year of Transformation."

Those of us who have worked in Thai tourism for many years have heard plenty of strategies, slogans and campaigns. So rather than repeat the official language, I think there is a simpler question worth asking:

What will actually be different for the visitor in Thailand? The Tourism Authority of Thailand wants tourism revenue to grow by at least 5 percent and is aiming for a 60:40 distribution between major and emerging destinations. It also talks repeatedly about attracting "high-value" travelers.

I understand the reasoning. Hotels naturally want higher room rates and greater revenue. Destinations want visitors...