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Nowadays, the higher education institutions (HEIs) of Thailand are affiliated by the Ministry of Higher Education, Science, Research and Innovation and other relevant Ministries which connects the state-of-the-art technology/facilities to all academic programmes at HEIs. Thailand has been successful in the growth in access to higher education across the country, but there are many specific requirements to improve the accountability of higher education system in the nation across many decades. This paper provides an introduction of holistic information about Thailand’s higher education system. It then describes an overall picture of developing and managing the quality assurance (QA) of Thai higher education. It also points to the details of criteria, processes, and systems which were adopted into the model of QA such as higher education standards, accreditation process of curriculum, Thailand Qualifications Framework, as well as provides the linkage between national education act, policy and standards, QA, feedback for continuous improvement as the key component of QA in the educational system. Finally, the paper presents the challenges and opportunities in the rapid change of the twenty-first century and globalisation as the main points and crucial factors requiring Thai HEIs to continue improving their quality effectively.