Thailand’s Ministry of Tourism and Sports has announced a series of proactive reforms aimed at enhancing the travel experience for foreign tourists, including the elimination of dual pricing at attractions, stronger protections against scams, and improved accessibility across the country.

Tourism and Sports Minister Sorawong Thienthong unveiled the measures following a high-level meeting with officials from tourism agencies, law enforcement, and private-sector partners. The response comes after a wave of feedback from international travelers and expatriates highlighting a range of concerns—from pricing disparities to safety issues in tourist hotspots.

Rather than shy away from the criticism, Minister Sorawong emphasized that the government views it as a “valuable opportunity for progress.”

“Every concern is being taken seriously,” said the minister. “We are committed to making Thailand a destination that is not only beautiful and welcoming, but also fair, transparent, and safe for everyone.”

Key Reforms and Measures

Among the most notable changes is the planned elimination of dual pricing, a long-standing practice where foreigners are charged higher admission fees at many public attractions. The ministry has pledged to standardize entry fees and ensure transparent pricing across all tourist sites.

To further support visitors, the Ministry has also:

• Established Tourist Assistance Centers in every province to offer in-person help and conflict resolution.

• Enabled direct reporting from police to the Minister for all tourist-related incidents.

• Expanded the Thailand Tourist Police mobile app for immediate digital access to assistance and support.

• Engaged with the Ministry of Transport to allocate more flight slots, helping reduce airfare costs and ease travel bottlenecks.

Addressing seasonal spikes in accommodation costs, the ministry acknowledged the concern but explained that these fluctuations are driven by high demand and global aviation challenges. Still, the government is working with airlines and hotels to maintain a competitive and accessible tourism market.

Digital Innovations and Strategic Outlook

To streamline arrival procedures and enhance visitor security, the Thailand Digital Arrival Card will go into effect on May 1st, allowing officials to monitor tourist activity and improve overall travel management. The system aims to reduce congestion, prevent misconduct, and offer a more seamless experience for inbound travelers.

Despite a slight 0.2% decline in tourist arrivals over the past four months, tourism revenue is up by 5% year-on-year, suggesting stronger visitor engagement and higher spending. Officials say this reflects the quality of experiences available in the country — and confirms that meaningful improvements are paying off.

A Constructive Turning Point

The current wave of reform was prompted by a social media article titled “Where Have Foreign Tourists Gone?”, which translated and compiled feedback from global travelers. That article followed a Bangkok Post story highlighting a dip in international arrivals, which sparked over 1,800 comments and generated widespread discussion about Thailand’s tourism policies.

Rather than dismiss these concerns, Thai officials are using them as a roadmap for change.

“If Thailand is to remain a world-class destination,” Minister Sorawong said, “we must listen, improve, and act. This is not just about tourism numbers — it’s about trust, fairness, and how we treat our guests.”

With these new initiatives, Thailand signals its readiness to embrace a more open, respectful, and visitor-centric tourism era — reaffirming its reputation as the Land of Smiles with a renewed promise of accountability and care.