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Category: Policy & Strategy

Thailand’s Year of Transformation: Why 33 Million Is the Most Strategic Number in Asian Tourism Right Now

Published July 19, 2026 by Staff Writer

Thailand’s Year of Transformation: Why 33 Million Is the Most Strategic Number in Asian Tourism Right NowIn 2019, before the pandemic reshaped global travel, Thailand welcomed 39.8 million international visitors—the highest figure in its history and one of the strongest tourism performances anywhere in Asia.

Thailand is deliberately targeting fewer visitors than its pre-pandemic peak while pursuing record tourism revenue—a strategy that may become the new benchmark…

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The City That Never Sleeps Has a New Challenger: How Seoul Is Engineering a Night-Time Tourism Economy

Published July 16, 2026 by Staff Writer

The City That Never Sleeps Has a New Challenger: How Seoul Is Engineering a Night-Time Tourism EconomyNew York may be synonymous with "the city that never sleeps," but Seoul offers a compelling interpretation of that idea in an Asian context.

Seoul is not simply staying open later. Under a coordinated strategy led by the Seoul Metropolitan Government, the city is building a…

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The Silence Is the Strategy: How Switzerland Is Using Luxury Tourism to Solve Its Overtourism Problem

Published July 13, 2026 by Staff Writer

The Silence Is the Strategy: How Switzerland Is Using Luxury Tourism to Solve Its Overtourism ProblemIn commercial terms, Swiss Silent Luxury is not simply a branding exercise—it is a long-term revenue strategy.

Switzerland Tourism’s new Swiss Silent Luxury positioning is not a branding exercise. It is a high-yield destination strategy—one designed to increase visitor…

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Staying Home Was Never This Strategic: South Korea’s K-Vacation Campaign and the Art of Turning Citizens Into Tourists

Published July 1, 2026 by Staff Writer

Staying Home Was Never This Strategic: South Korea’s K-Vacation Campaign and the Art of Turning Citizens Into TouristsThe K-Vacation campaign's commercial proposition rests on a carefully designed package of financial incentives intended to narrow the cost gap between a domestic holiday and an overseas trip to Japan or Southeast Asia — the very markets the South Korean government has identified as its principal competitors for Korean leisure spending.

The Korea Tourism Organization has launched its boldest domestic tourism campaign yet — a government-backed, industry-supported effort to redirect South Korean holiday…

Keep Reading >>Staying Home Was Never This Strategic: South Korea’s K-Vacation Campaign and the Art of Turning Citizens Into Tourists
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