TAT reshapes senior leadership for tourism transformation

The Tourism Authority of Thailand (TAT) has reorganized its top leadership in preparation for a 2027 plan that emphasizes premium travel experiences, wider sharing of tourism gains, and tighter integration throughout the visitor sector. It announced the appointment of two new deputy governors and the reassignment of five senior portfolios, effective 1 October 2026.

New Leadership Appointments

Suphida Onbanchong will serve as Deputy Governor for Administration, having previously held the position of Executive Director within the Governor’s Office. Parichart Boonclai takes on the role of Deputy Governor for Marketing Communications after acting as Executive Director of the Marketing Services Department.

In addition to those appointments, Pattaraanong Na Chiangmai transitions to Deputy Governor for the Domestic Market, leaving her former responsibility for Asia and South-Pacific international marketing. Kittipong Prapattong assumes the International Marketing – Asia and the South Pacific portfolio, succeeding his earlier leadership of Digitalisation, Research and Development. Akkkarawit Taphasit, who previously served as Deputy Governor for Administration, now heads the Digitalisation, Research and Development function.

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Aligning with 2027 Strategy

The reorganization brings TAT’s senior team into line with the “Year of Transformation” tourism plan slated for 2027. The initiative aims for a minimum 5% increase in tourism revenue for 2026 and seeks a 60% to 40% split of visitors between primary and emerging locations, while promoting premium and purposeful travel. Its framework rests on four pillars: rebalancing markets, developing experiences, cultivating new growth drivers, and enhancing cooperation throughout the tourism ecosystem.

TAT further indicated plans to expand the use of tourism data, digital platforms and artificial intelligence, alongside boosting domestic demand and cultivating higher-value international segments. Governor Thapanee Kiatphaibool remarked that the restructuring is meant to synchronize the agency’s core functions with the 2027 agenda and evolving traveler expectations.

Impact on Travel Trade

Within the travel industry, the most significant adjustments are expected in domestic market development, promotion of the Asia-Pacific region, and digital strategy, three sectors that will directly influence Thailand’s ability to draw and accommodate visitors by 2027. The leadership changes provide TAT with a refreshed operating model that moves focus away from sheer visitor numbers toward quality, competitiveness, and broader economic benefits of tourism. This marks a tangible move to emphasize experiences that deliver more sustainable earnings for local communities, especially in areas beyond Bangkok and other primary centres.