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    TRAVEL & TOURISM                                                  SEPTEMBER 11, 2026       |  The Indian Eye 50

                                  Thailand Shifts                                                                      Fujian Tea

                                                                                                                        Factories
               Tourism Strategy Towards                                                                             Turn Tourism

                            Value Over Volume                                                                          into a New

                                                                                                                      Experience

            BANGKOK:
                                                                                                                  FUJIAN:
                  hailand is moving away from
                  its long-standing mass-tourism                                                                        ea  factories  in  China’s  Fuji-
            Tmodel, with the Tourism Au-                                                                                an province are opening their
            thority of Thailand (TAT) positioning                                                                 Tdoors to tourists, creating a
            2027 as the country’s “Year of Trans-                                                                 new tourism experience that com-
            formation” and shifting its focus from                                                                bines tea production, cultural learn-
            visitor numbers to higher-value, sus-                                                                 ing and consumer activity. The trend
            tainable tourism. The strategy aims to                                                                is gaining attention in Anxi County,
            attract at least 33 million internation-                                                              one of China’s major tea-producing
            al visitors while generating tourism                                                                  regions, where visitors are increasing-
            revenue of 2.8-2.9 trillion baht ($85-                                                                ly interested in seeing how tea is made.
            88 billion).                                                                                              Instead of simply purchasing tea,
                The new approach marks a sig-                                                                     tourists can now experience the pro-
            nificant  change  for  one  of  Asia’s                                                                duction process first-hand, from visit-
            most  popular  tourist  destinations.                                                                 ing tea facilities to learning about the
            Rather than pursuing record arriv-                                                                    craftsmanship and traditions behind
            als, Thailand wants to attract visitors                                                               the beverage. The shift is giving tea
            who spend more, stay longer  and                                                                      producers an additional way to en-
            contribute  more  meaningfully  to   2026.                          tions for hotels, airlines, tour opera-  gage consumers while strengthening
            local economies. The strategy also    The 33-million international visi-  tors and local businesses. By directing   the connection between tourism and
            seeks to spread tourism activity be-  tor target is notably below Thailand’s   more visitors towards less crowded   the local tea industry.
            yond heavily visited destinations and   pre-pandemic record of 39.8 million   destinations, authorities hope to re-  Anxi  is  particularly  well  known
            across different seasons.         arrivals in 2019. Analysts say this re-  duce pressure on established tourism   for its tea production and has long
                TAT’s 2027 action plan focuses   flects a deliberate effort to prioritise   hubs while ensuring that tourism rev-  been associated with Chinese tea cul-
            on quality-led growth, sustainability   visitor value rather than simply max-  enue reaches a broader section of the   ture. By transforming factories and
            and  stronger visitor experiences.  It   imise  tourist  volumes.  The  strategy   country.           tea-producing areas into visitor expe-
            also seeks to develop new long-haul   places greater importance on spend-  The strategy signals a broader   riences, businesses are creating op-
            source  markets  while  encouraging   ing per visitor, geographical distribu-  change in how Thailand measures   portunities for tourists to understand
            greater travel to emerging destina-  tion, sustainability and destination   tourism success: not merely by how   the journey of tea from production to
            tions  within  Thailand.  The  agency   resilience.                 many people arrive, but by the eco-  consumption.
            has set a target of at least 5% growth   For Thailand’s tourism industry,   nomic, environmental and social val-  The  development  reflects  a
            in tourism revenue compared with   the shift could have wider implica-  ue they create during their stay.  broader change in tourism, where
                                                                                                                  visitors  are  increasingly  seeking  ex-
                                                                                                                  periences rather than  conventional
             Kyrgyzstan is World’s Top Solo Adventure Travel Destination                                          sightseeing. Tea-related tourism al-
                                                                                                                  lows consumers to combine travel
            BISHKEK:                          venture opportunities, hiking routes,   ed for visitors are Lake Ala-Kul, the   with cultural exploration, while pro-
                                              accessibility, affordability, safety,   Skazka Canyon and the country’s al-  ducers  can  showcase their products
                   yrgyzstan has been named   biodiversity and traveller interest.   pine meadows. Travellers can also ex-  and traditions directly to visitors.
                   the world’s leading destina-  Kyrgyzstan’s combination of dramat-  perience traditional nomadic culture   Fujian’s approach also highlights
            Ktion for solo adventure trav-    ic  landscapes  and opportunities  for   by staying in yurts and taking part in   how traditional industries can adapt
            el in 2026, topping a global ranking   outdoor exploration helped it secure   horse-riding excursions.  to changing consumer preferences.
            compiled by international adventure   the top position.                 The recognition comes as Kyr-  Rather than relying solely on conven-
            travel platform Much Better Adven-    Much of the country is dominat-  gyzstan gains wider attention as a   tional tea sales, factories are using
            tures.                            ed by the Tien Shan mountain range,   tourism destination. Earlier this year,   tourism to create a more interactive
                The Central Asian country     creating  opportunities  for  trekking,   the country’s Tian Shan mountains   relationship with consumers.
            emerged ahead of Italy and Japan,   horse riding, camping and exploring   were also included in The New York   The emerging model could pro-
            reflecting  growing  international  in-  remote areas. Its high-altitude lakes   Times’ list of 52 best travel destina-  vide further opportunities for local
            terest in its mountain landscapes,   and expansive natural landscapes   tions for 2026.               businesses, particularly through tea
            outdoor experiences  and  relatively   have also contributed to its growing   The  latest  ranking  could  fur-  tasting, cultural activities and related
            affordable travel opportunities.  appeal among travellers seeking ex-  ther  strengthen  Kyrgyzstan’s  profile   products. It also demonstrates how
                The  ranking  assessed  26  coun-  periences away from heavily visited   among international travellers look-  Fujian is using its long-established
            tries on a range of factors relevant to   tourist destinations.     ing for nature, adventure and cultur-  tea heritage to develop new forms of
            independent travellers, including ad-  Among the attractions highlight-  al experiences in Central Asia.  tourism and consumption.

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