Thailand stands out as one of the world’s top holiday destinations, drawing an impressive 26 million international visitors this year alone, with projections for 2025 hinting at even greater numbers.
Renowned for its breathtaking beaches, delectable cuisine, lively nightlife, and magnificent temples, the country also bears the hallmark of bustling crowds.
To mitigate the strain on its natural attractions, Thai authorities have taken measures over the years, such as periodically closing well-loved national parks to allow them time for rejuvenation.
Maya Bay serves as a striking example of the consequences of overtourism. In 2018, the picturesque coveโpopularized by the 2000 movie The Beachโwas entirely closed to the public to undergo a comprehensive rehabilitation program. After years of restoration efforts, it reopened to visitors in 2022.
Tourism analyst Gary Bowerman from Check-in Asia recalls the situation vividly, emphasizing how excessive crowds overwhelmed the area’s resources and infrastructure. The overtourism led to a decline in water quality, damage to the beach and its surroundings, and a significant buildup of trash.
Bowerman notes that the Thai government recognized the urgency of the situation and chose to shut down the cove, setting a precedent for managing tourist hotspots. This action highlighted the potential need to “turn off the taps” of tourism when natural attractions face degradation from neglect or excessive visitors.
According to Olivier Ponti, director of intelligence and marketing at Forward Keys, Thailand’s travel industry has a significant opportunity to thrive by prioritizing sustainable tourism. This approach not only aims to reduce environmental impact but also fosters economic stability and enhances the well-being of local communities. By promoting travel to less frequented areas and leveraging digital tools to regulate access to popular sites, Thailand can better manage overtourism while preserving its natural beauty.
Ponti highlights Nan and Lampang as key destinations known for their rich cultural heritage. These locations attract travelers eager to explore Thailand’s history in greater depth. He notes that international visits to Lampang surged by 102% in the first half of 2024 compared to the same period the previous year, underscoring a growing preference for more authentic and less crowded travel experiences.