Thailand NEXT: Unlocking the Future of Global Tourism 2025–2035

Abstract This paper looks at how Thailand is changing its tourism strategy with the Thailand NEXT plan from 2025 to 2035. It checks out how Thailand is rethinking its tourism after the pandemic by looking at new traveler habits and what's going on in global tourism. The plan attempts to remove things that stop growth by getting people involved, changing policies, and coming up with new experiences. The main things they're focusing on are using Thai culture, food, and spiritual spots, and growing health and medical tourism. Things like real Thai culture, tasty food, relaxing wellness trips, and cheap medical stuff (especially for old people) are seen as what makes Thailand different. The paper says that Thailand's mix of culture, wellness, and healthcare can make it a top place for tourism in the future. Keywords Thailand tourism, Thailand NEXT, global tourism 2025–2035, cultural soft power, culinary tourism, spiritual tourism, health tourism, medical tourism, wellness retreats, elderly care, post-pandemic travel, sustainable tourism, tourism innovation, Thai culture, tourism strategy.