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Thailand aiming for quality over quantity in new tourism direction


Taking a leaf out of Bali’s playbook, another destination known for high-value holidays is instead aiming for higher-yielding visitors.

Thailand is seeking to promote more of this...

Increasing tourist spending, attracting quality tourists and repositioning Thailand as an upscale destination are among the priorities for Tourism Authority of Thailand in 2024, the organisation said.

In a presentation to stakeholders last week, TAT Governor Yuthasak Supasorn said it was focused on reinventing Thailand’s tourism image and creating a more sustainable tourism ecosystem which will also yield benefits including a fairer distribution system of income to local communities and developing a more robust supply chain with partners.

“We need to create a balance between economic wealth, social well-being, environmental wellness, and human wisdom,” Supasorn said.

Despite the push for higher spending tourists, Thailand is still aiming to welcome 35 million foreign visitors in 2024 with a combined spending target of 1.92 trillion Thai Baht (AU$82.6 billion).

And less of this...

Key steps in achieving this goal include enhancing Thailand’s image as a sustainable nation and increasing awareness and increasing its effort on emerging markets in Europe and the Middle East to target business travellers and honeymooners.

Part of this effort involves expanding collaboration efforts with major brands such as Tourism Cares, Alipay and WeChat while also promoting land-based travel throughout Thailand such as high-speed rail services to China and Laos.

Thailand is also seeking to engage better with virtual influencers to portray the nation in a positive light and promote the destination to Generation Y and Z travellers.

Marketing efforts for Thailand to international markets in 2024 will be built around the central theme of ‘Meaningful Relationships’, which will encourage travellers to create connections with local people and communities in Thailand.

TAT Deputy Governor for Domestic Marketing, Thapanee Kiatphaibool, said TAT will focus on creating and delivering 'meaningful experiences' to quality travellers with different demands.

“To achieve this, TAT is concerned about the subculture movement and will strengthen partnerships at all angles with stakeholders and suppliers to drive Thailand's tourism industry towards sustainability.”


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Written by: Matt Lennon
Published: 24 July 2023

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