#WEF

Tourism and travel are rebounding after the seismic shock of the COVID-19 pandemic, but researchers warn that new global realities could reshape how Thais and travelers worldwide experience the world—and even how Thais welcome guests to the Kingdom. A recent white paper, jointly released by the World Economic Forum and Kearney, models four dramatically different scenarios for the future of tourism, examining how rising geopolitical tensions, economic pressures, urgent sustainability needs, and rapid digitalization could change the sector by 2030. For a tourism-dependent country such as Thailand, understanding these scenarios is essential for preparing for both risks and opportunities ahead (WEF/Kearney Report).

The World Economic Forum, in collaboration with leading strategic consulting firm Kearney, has released comprehensive scenario analysis modeling four distinct possibilities for global tourism transformation by 2030, providing crucial strategic intelligence for Thailand’s tourism industry as the Kingdom navigates post-pandemic recovery while positioning for long-term competitiveness within rapidly evolving international travel markets. This authoritative research examines how converging forces including geopolitical tensions, economic pressures, sustainability imperatives, and technological disruption could fundamentally reshape tourism patterns, visitor expectations, and destination competitiveness in ways that demand immediate strategic adaptation by Thailand’s tourism sector leadership. The analysis proves particularly vital for a tourism-dependent economy like Thailand, where international visitor spending traditionally supports millions of jobs and contributes significantly to national economic development, making understanding future scenarios essential for effective policy development and industry investment decisions.