Picture: Bangkok Business News

 

The chief of Thailand's tourism authority, Yutthasak Suphasorn of the TAT, spoke to a seminar on the economic recovery after the reopening of the nation.

 

He stressed that Thailand needs high quality tourists who are high earners and big spenders.

 

Whether this means the focus has shifted from Chinese group tours, Bangkok Business News didn't speculate.

 

They quoted Yutthasak as saying that the government's aim was to get 50% of tourists back next year and 80% by 2023.

 

This means the target is 20 million for next year and 32 million for 2023.

 

He told the seminar that Thailand attracted 40 million tourists in 2019 but 2020 was a washout due to the pandemic.

 

Noteworthy in the Phuket Sandbox revival this year was the fact that each tourist spent 70,000 baht, he said. 

 

He said that from now on Thailand has to stress "Value over Volume" noting that the country is wonderful for culture and health tourism in particular.  

 

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Keep dreaming. High value tourists have other destinations in mind. You know, places where they fix the pavements, taxi drivers don’t scam them, police follow the rule of law, bars don’t rip them off, and they’re generally appreciated.

When they're not quoting impossibly optimistic figures, they're spouting the bleedin' obvious.

yada ... yada .. bla ...bla .... knucklehead.

Typical Thailand. First rate high spending tourists but 3rd rate accommodation, service, safety and scammers. As usual dreaming. You don't get nothing for nothin, and near enough is good enough and a lot of talk ain't gonna cut it. I remember Thailand Tourism was well on the wane before Covid and any hotels I been to in the last few years may have had a nice facade and front of house but go to your room and it was back to the 90's. Many of these places have had little maintenance or upgrades (apart from a lick of paint) since opening. I note 3 lines down in my newsfeed the headline "Taxi driver charged with negligence in death of tourist" lol. I hope Thailand never goes down the route of our foreign Nanny states but if they want to attract even middle class tourists they are going to have to up their game with some basic regulations and high penalties particularly with regards to safety. Last "tour" I went on down near Hua Hin, picked up to go on a boat in a dirty old ute with seats in the back. The driver was an imbecile 80km hour on dirt roads. Cut the corner and slid out. tree branch came in through the back and cut up my wife's arm. That was the end of that dropped on the side if the road. That night at dinner we were told by people that completed the "tour" an elderly man fell down into the water and hurt his leg when the ramp to the boat gave way. Not my first experience of this either. Sitting in a speedboat off Phuket in a speedboat going to an island, 1 meter swell and these fools flat strap with 2 x 250hp Yamahas on the back. Plenty of terrified old people on the boat too and nothing to hang on to. I don't know what was worse that or the night mare transfer back to the hotel in the van from hell.

TAT are currently 'making their case' to Govt for 3.2 Billion Baht funding to be maintained/increased.  They are saying what the Govt wants them to say - appeasing their masters - who have the money they want to continue to do the same terrible job they have done for decades.  They took all the credit for the increases and blamed everyone and everything else for the numbers decline - Covid was a god-send for them.  They count every single arrival as a tourist (including Expats, Family, and Business) and they make up ridiculous numbers for what they spend - all total fallacies made up to make themselves and the Govt look good.  Next headline from TAT = 50 million tourists by 2030 all spending 1 million baht each.   

23 minutes ago, webfact said:

Thailand needs high quality tourists who are high earners and big spenders.

Let's see ..I'm not what would be classified as a high earning, big spending foreigner...but...in the past 3 years I helped with down payment on a townhouse (where I now live and maintain), I bought 2 cars, I bought two insurance policies (one for my health and one for my extension), and of course I spend money for food, domestic travel, etc etc. But tired old expats like me...out....big spending high flyers in....5555

Thanks again ThaiVisa - never fails to have at least one funny story each day.

That's right, woodchuck-chuckers, it's GROUNDHOG DAY!

4 minutes ago, tonray said:

Let's see ..I'm not what would be classified as a high earning, big spending foreigner...but...in the past 3 years I helped with down payment on a townhouse (where I now live and maintain), I bought 2 cars, I bought two insurance policies (one for my health and one for my extension), and of course I spend money for food, domestic travel, etc etc. But tired old expats like me...out....big spending high flyers in....5555

I'm in the bucket that TAT would probably classify as the high earning desirable foreigner.

 

And although I'm sad that there aren't more people like me in Thailand, I do have to admit that the put-down-roots type of foreigner (frequently found on this board) are, in some ways, better for the country than I am.

 

People like you guys are committed and invested in your communities for the long haul. Whereas I think that a lot of the people in my bucket remain flexible by design and are a lot more mercenary with capital allocation.

 

I'm in Thailand because it meets my needs at the current time. But if it ever stopped, I'd be gone tomorrow.

 

And I can understand why TAT targets wants to move upmarket, because honestly, there really is a lot of riffraff from Western countries that pools here (I don't mean anyone in particular here but also am not sorry if I trigger anyone with that statement). But I do wonder if TAT's aims are too upmarket. I think the country's ideal market to target would be nice middle class tourists and retirees.

19 minutes ago, tonray said:

Let's see ..I'm not what would be classified as a high earning, big spending foreigner...but...in the past 3 years I helped with down payment on a townhouse (where I now live and maintain), I bought 2 cars, I bought two insurance policies (one for my health and one for my extension), and of course I spend money for food, domestic travel, etc etc. But tired old expats like me...out....big spending high flyers in....5555

Yes because you are staying here. They want you to spend and leave!

19 minutes ago, tonray said:

Let's see ..I'm not what would be classified as a high earning, big spending foreigner...but...in the past

2 years during "covid" I've bought a refrigerator, washing machine, bed, 2 new phones, a new car, paid my rent on time, frequented the local grocery stores just about every day, ate at local restaurants, hired local people to garden and clean, etc.   Spent 99.9% of my hard earned and saved money here in Thailand.  A lot more than one single tourist, that's for sure.  Money well spent, I may add.  Enjoyed every minute of it.

High quality tourists prefer high quality destinations. Sorry.

11 minutes ago, The Cipher said:

I think the country's ideal market to target would be nice middle class tourists and retirees.

Yes.

35 minutes ago, tonray said:

Let's see ..I'm not what would be classified as a high earning, big spending foreigner...but...in the past 3 years I helped with down payment on a townhouse (where I now live and maintain), I bought 2 cars, I bought two insurance policies (one for my health and one for my extension), and of course I spend money for food, domestic travel, etc etc. But tired old expats like me...out....big spending high flyers in....5555

You may be right, but having lived here for a while, you should know by now, that none of this is appreciated, but that Thailand wants high-spending, overpaying tourists, who throw their money 'out of the window' for just a few days, before heading back to their home country. What long-term tourists or expats do to benefit Thailand's economy or population in the long term (spending way more long-term than a tourist, who's here for a week or two) is not what the ruling class  (and some in the tourism industry) care about.

 

Arrive as a tourist for 10 days, spending 100,000 baht, they want you,

but living here, spending a million baht over the length of a year, they despise you...

Another delusional response from the TAT and again do not know Thailand's capabilities with its current infrastructure.

 

As much as we all love Thailand, it isn't and I doubt ever will be, a high end place for tourists. The guy needs to do his research and get real.

 

He has the Thailand is the centre of the universe mentality.

28 minutes ago, tonray said:

Let's see ..I'm not what would be classified as a high earning, big spending foreigner...but...in the past 3 years I helped with down payment on a townhouse (where I now live and maintain), I bought 2 cars, I bought two insurance policies (one for my health and one for my extension), and of course I spend money for food, domestic travel, etc etc. But tired old expats like me...out....big spending high flyers in....5555

That there is what has gone wrong in Thailand IMO since they took over in 2014.  Things started to decline in 2015 but they were able to get their Chinese 'mates' to send millions of tourists to more than make up for the losses of those dirty pesky westerners.  One day not soon, they will realise that those Chinese tourists spend most of their money in two ways. One is with the operators, and the other is at the big malls/duty free. Very little of that money goes directly to the average Thais. Australia stopped courting the Chinese tourists years ago - they spent most of their money with Chinese owned businesses - unlike backpackers who spend it all over the country - and who we now give 12 month 'working' Visas (from select countries)., And many of them stay and marry a local and start a business - win/win. The Chinese do none of that.  Sure we will take them and their money - but they aint who the Aust tourist agencies target as much as they used to - until they realised their money was not spent where we want and the social problems they were causing.    

Still, I think things can change. Thailand had sunk in its own arrogance because the tourist money came in so easily. Now you would think that people would learn its lesson during this corona period. But I fear that will be short-lived. The real lesson comes when the amount of incoming tourists will be very disappointing pre-corona. Then things will change.

 

 

 

 

 

8 hours ago, peter zwart said:

Still, I think things can change. Thailand had sunk in its own arrogance because the tourist money came in so easily. Now you would think that people would learn its lesson during this corona period. But I fear that will be short-lived. The real lesson comes when the amount of incoming tourists will be very disappointing pre-corona. Then things will change.

 

 

 

 

 

You would only have to look at the Philippines for the life lesson here. It was the go to destination in the 70's early 80's. Pretty much what is happening here happened there, and Thailand took over their market nearly overnight....never to return. The Philippines are still struggling to recoup their tourism back 40 years later. If Myanmar / Cambodia (both have coastlines) ever get their act together, get some investment, build some truly world class resorts and facilities.....Thailand with its old tired same ol same ol are going to be toast. I applaud Thailand in one way for wanting to attract a better class of Tourist, they have a lot going for them, but high end no way and no time soon. Walk before you can run. Cheap food and girls are one thing but that can easily be taken away by some of these neighboring countries. As someone noted middle class family type people from cold countries who don't have natural recourses, beaches and islands. Even that's a pipedream the way things are at the moment with little safe infrastructure or decent facilities.    

8 hours ago, peter zwart said:

Still, I think things can change. Thailand had sunk in its own arrogance because the tourist money came in so easily. Now you would think that people would learn its lesson during this corona period. But I fear that will be short-lived. The real lesson comes when the amount of incoming tourists will be very disappointing pre-corona. Then things will change.

I think change will only happen after the 2023 elections if/when the current Govt is voted out. They clearly have an ideal Thailand in their delusional minds that is not what it was, or is, or ever will be - and that certainly does not involve Expats or western tourists.  It would certainly help remove them if the numbers of tourists after Covid do not increase anywhere near the numbers that they have been stating - another reason I am reluctant to visit. 

 

TAT is not what they say they are - TAT is the Government mouthpiece for all the great things they are doing related to tourism. And when they dont work out, they merely change the narrative and provide more rhetoric such as:   1 million tourists by end 2021 because of the Govt's great job in opening up Phuket etc etc etc.  Reality then arrives - and they just completely ignore that ridiculous statement (like all before them) and release more delusional rhetoric.  Because what they are really all about is being a PR arm for the Government. This Government has 'politically weaponised' all Departments in the Government - TAT is just one of the most vocal.  Very rare 'dissent' or criticism from any public servant is severely dealt with - demotion and re-assignment. If the current Govt is re-elected, then things will only get worse for western tourists and Expats.

"He stressed that Thailand needs high quality tourists who are high earners and big spenders."

 

Everything is summed up in this sentence, if you are not very rich do not come to Thailand.

 

I look forward to seeing 20 million for next year 32 million high quality tourists by 2023????

High quality tourists need  a high quality country  and Thailand  is not that

1 hour ago, webfact said:

Thailand needs high quality tourists who are high earners and big spenders.

I've noticed quite a few new tourists (not of high quality) arriving in Pattaya recently, riding around soi Buakaow, shirtless, full of tattoos, without masks or helmets.

It's a shame some of these guys didn't use some of the money spent on all those tattoos buying a gym membership, it's not a nice site, grotesque. 

Anyway I'm sure they feel they are sexy man once more of the bars open up and the bar girls can tell them. 

4 minutes ago, Kenny202 said:

You would only have to look at the Philippines for the life lesson here. It was the go to destination in the 70's early 80's. Pretty much what is happening here happened there, and Thailand took over their market nearly overnight....never to return. The Philippines are still struggling to recoup their tourism back 40 years later. If Myanmar / Cambodia (both have coastlines) ever get their act together, get some investment, build some truly world class resorts and facilities.....Thailand with its old tired same ol same ol are going to be toast. I applaud Thailand in one way for wanting to attract a better class of Tourist, they have a lot going for them, but high end no way and no time soon. Walk before you can run. Cheap food and girls are one thing but that can easily be taken away by some of these neighboring countries. As someone noted middle class family type people from cold countries who don't have natural recourses, beaches and islands. Even that's a pipedream the way things are at the moment with little safe infrastructure or decent facilities.    

Agree 100%.  It was why I chose Thailand over Philippines over 10 years ago.  

 

Vietnam is positioning itself to take up that role.  Covid brought out their 'military mentality' - but if they go back to their previous 'business mentality' they have a great opportunity to succeed in the lower/middle class tourist and Expat - who outnumber the others by a long way.  Likewise, Malaysia is making a big push for the middle class Expat - they have a great Visa program with lots of incentives. Indonesia have blown it with their approach (also going for the high enders) - when Bali is deserted by the 'ordinary' Aussies they will (maybe) regret that decision and change their minds.

Thailand has made its reputation  as aa destination for cheap back-packer type tourists and sex tourism.  Now it is having second thoughts as these categories are going elsewhere.  it might be too late to change now, and beyond the ability of Thais to do so.

TAT will need o be far more imaginative and active to get these imaginary "high quality tourists"  who mainly want a high quality destination.  

4 minutes ago, SAFETY FIRST said:

I've noticed quite a few new tourists (not of high quality) arriving in Pattaya recently, riding around soi Buakaow, shirtless, full of tattoos, without masks or helmets.

It's a shame some of these guys didn't use some of the money spent on all those tattoos buying a gym membership, it's not a nice site, grotesque. 

Anyway I'm sure they feel they are sexy man once more of the bars open up and the bar girls can tell them. 

Yes mate - they are the main ones who are going back at the moment (plus Expats, Family and Business people). Those are the tourists and expats that the Govt has been trying to get rid of (sexpats and sextourists). But in trying to get rid of that type of tourist and expat, they have removed and/or alienated the largest part of their 'average' tourist and expat 'market'.  There has been a lot of Aussie Expats who came back to Australia, and are not looking to go back there anytime soon. Same for most western countries.  Some went to Vietnam - some to Philippines - some Bali - some are waiting to see what happens because they love Thailand and/or have a Thai partner (like me).    

6 minutes ago, Robin said:

Thailand has made its reputation  as aa destination for cheap back-packer type tourists and sex tourism.  Now it is having second thoughts as these categories are going elsewhere.  it might be too late to change now, and beyond the ability of Thais to do so.

TAT will need o be far more imaginative and active to get these imaginary "high quality tourists"  who mainly want a high quality destination.  

Very true mate.  But the nature of Thailand will not change, and that is the problem and always will be. 

 

When I was staying at a place in Chiang Mai when looking out the balcony there was an old Thai style house next door with a rundown garden etc.  One day Thai blokes arrived and started cleaning up the yard and removing the old rubbish.  Then they started on the house. They did not clean it - they did not prepare it - they just painted a bright lacquer straight over the old wood - everything was dodgy and not done well. They did the same for everything - it was all about looking good - not fixing and upgrading it properly. The boss saw me looking on a few days - he thought I was interested - he came over one day and said '5 million baht' - I politely declined with a smile as you have to do.  I did not say that the work they had done was total khrapp and I was looking because I could not believe how bad a job they were doing. I also did not say that the house would be terrible in 1-2 years, and that all of the appliances were cheap rubbish, and that I doubted the plumbing and electricity would last a year without needing major upgrades. 

 

My point is that the same applies for many of the 'tourist places' built in Thailand - it was all about how they look - maintenance and repairs and upgrades are just not something that is done in Thailand - anyone who lived there a while knows that.  Things have been going downhill for a long time - since the 90s - add the takeover and subsequent policies - and then add the pandemic - things are not good and not going to get good for a long time.  Millionaires visiting Phuket and Samui and paying for easy long term Visas, aint gonna fix the problems with Thailand tourism (and economy). 

6 minutes ago, AussieBob9999 said:

Agree 100%.  It was why I chose Thailand over Philippines over 10 years ago.  

 

Vietnam is positioning itself to take up that role.  Covid brought out their 'military mentality' - but if they go back to their previous 'business mentality' they have a great opportunity to succeed in the lower/middle class tourist and Expat - who outnumber the others by a long way.  Likewise, Malaysia is making a big push for the middle class Expat - they have a great Visa program with lots of incentives. Indonesia have blown it with their approach (also going for the high enders) - when Bali is deserted by the 'ordinary' Aussies they will (maybe) regret that decision and change their minds.

I think you are right re Vietnam and they completely by passed the sex tourist route and went straight for the middle class market and have done exceedingly well. They were having issues with their taxi driver scams etc and cleaned it all up. Vietnam is quirky, interesting, old school and lots to see. A very charming place. I love living in Thailand for other reasons but as for a holiday destination I would rather go to Vietnam any day of the week. Some of the nicest, smartest most genuine, welcoming and motivated peoples I have ever met, even in the face of so much adversity in the past. And its not for the high end hotels or resorts. It's for all the things I would not have or see in my own country. Apart from the handful of generic overcrowded landmark sites in Bangkok, and millions of temples of every size and type, there is very little Thai culture, heritage, architecture etc to be found here. And they must have a rich history. Vietnam do very well with village tours. I don't think I have ever seen anything like that in Thailand and Western people love that stuff.   

 

I doubt Thailand has ever done any real research re demographics, target markets or customers needs. The first negative or constructive criticism they got they would have got defensive, started finger pointing and made excuses. And lets face it. it was all so easy for them back in the 80s, 90s. It just all fell in their lap. 

 

As an Australian, we already have resorts and beautiful beaches, with decent food of all cultures. Coming to Thailand with a family to second rate beaches, resorts with average at best food and service, unsafe transport.....that lets face it are not much cheaper than back home these days ain't going to cut it. I am sure the Thai smile and welcoming attitude of the people that used to be in these tourist areas has long gone. Middle class Europeans / Eastern Europeans as well as the Chinese should be Thailand's target market. But then again how does Spain / Portugal /  Yugoslavia etc compare in Europe value wise and quality of service.

????????

Pack that pipe with poppy-dust and keep smoking.  It's a pipe dream fabricated by people who fail to understand basic economics.