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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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