In recent years, Thailand made a bold move by legalizing marijuana, aiming to boost tourism and attract younger visitors. But is this decision truly aligned with the needs and interests of Thailand’s entire tourism market? A closer look at the data and the broader consequences reveals that this legalization may have been a misstep.
Who Really Visits Thailand?
🚫 Marijuana Is Not a Tourist Magnet
Many supporters of cannabis legalization argue that young tourists, particularly those aged 18–30, are more likely to spend on marijuana and related experiences. While it’s true that marijuana consumption is most common among this age group, Thailand’s tourism is not limited to young adults. In fact, tourists of all ages flock to Thailand every year.
According to the 2019 Statistical Yearbook of Thailand, the age breakdown of tourists was:
- Under 25: ~6.55 million
- 25–34: ~10.68 million
- 35–44: ~7.61 million
- 45–54: ~6.39 million
- 55–64: ~5.26 million
- 65 and over: ~3.43 million
These numbers clearly show that tourists across all age brackets contribute to Thailand’s thriving tourism industry. Focusing solely on a younger demographic ignores the substantial spending power of older tourists.
Spending Power Matters
💸 Older Tourists Spend the Most
If we examine spending habits, the picture becomes even clearer:
- 65 and over: Spends over $6,000 per head
- 25–34: Spends less than $1,000 per head
- Under 25: Spends less than $1,000 per head
In other words, the age groups most likely to consume cannabis are also the lowest spenders. Meanwhile, older tourists, who may not be interested in cannabis at all, provide the highest economic benefit per visitor. Targeting policies to appeal only to young adults is not just shortsighted—it risks alienating high-spending tourists who have been a backbone of Thailand’s tourism economy.
✅ Fact: Older tourists bring far more revenue than young cannabis users. Targeting marijuana enthusiasts is not financially smart.
The Reality on the Ground
🌿 Cannabis Shops Everywhere
Since legalization, cannabis shops have proliferated across Thailand, especially in popular tourist hubs like Pattaya. Walking down certain streets, the smell of marijuana is unavoidable—a change that many visitors may find unpleasant. As a millennial who has long loved Thailand, I can personally attest to the negative impact this policy shift can have on Thailand’s image as a clean, family-friendly, and culturally rich destination.
Tourism, Families, and Reputation
🌍 Cannabis Usage Is Not Popular
Consider the perspective of families traveling to Thailand. Parents planning trips or sending their children to hiking adventures may now hesitate, concerned about a country that has openly legalized a recreational drug. This change in perception can have long-term consequences: fewer family travelers, fewer high-spending tourists, and an altered reputation for Thailand.
Thailand is not the Netherlands. The desire to emulate a cannabis-friendly culture ignores the fact that:
- Only 4% of the world’s population uses cannabis.
- In the U.S., about 34% of young adults report using cannabis.
- In Europe, only 8% of adults use it regularly.
This clearly shows that cannabis is not universally popular, even among younger adults. Legalizing it in Thailand does not guarantee a flood of tourists or higher spending; instead, it risks harming the country’s traditional appeal.
A Step in the Wrong Direction
🕰 A Dark Day for Thailand
June 9, 2022, marked the day Thailand removed cannabis from its blacklist —a move many consider a dark day for tourism. While authorities later partially reversed the decision on June 23, 2025, cannabis shops continue to operate, and the association with recreational drugs remains strong in the public eye.
Thailand is a country celebrated for its rich culture, warm hospitality, affordable cuisine, and abundant sunshine—not for recreational drug use. By associating the country with cannabis, we risk undermining its global image as a safe, vibrant, and family-friendly destination.
Conclusion
✅ Thailand is about experiences, not drugs. Protect its identity before it’s too late.
Legalizing marijuana in Thailand:
- Does not attract high-spending tourists
- Alienates families and older travelers
- Damages Thailand’s reputation as a clean, culturally rich destination
Thailand’s brief experiment with legal marijuana has shown that catering to a niche segment of tourists—especially those who spend less—is not worth jeopardizing the broader tourism market. The legalization should be fully reversed, focusing instead on what truly attracts visitors:
- 🕌 Culture and heritage: Temples, festivals, and historic sites.
- 🍲 Cuisine: Authentic, affordable, and diverse food experiences.
- 🏝 Natural beauty: Beaches, mountains, and outdoor adventures.
- 🤝 Warmth of people: Thai hospitality remains unmatched.
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