Thailand Aims to Woo Elite Tourists Amidst Regional Rivalry

[webfact]

Picture courtesy: Travel + Leisure

 

In a strategic move to bolster its luxury tourism sector, Thailand is embarking on a mission to attract elite tourists with offerings in wellness, sport, and romance. The Tourism Authority of Thailand (TAT) has set ambitious goals, targeting a 10% annual growth in this lucrative market, against a backdrop of fierce competition from neighbouring destinations.

 

At the heart of Thailand's renewed focus are the niche markets that promise high returns. Jirawadee Khunsap, Deputy Governor for Products and Tourism Business at TAT, announced on Friday that the kingdom aims to tap into luxury tourism, initially valued at approximately ฿70 billion annually. This figure is expected to steadily climb as global travel resumes, especially as high-quality tourists are increasingly drawn to bespoke experiences.

 

Last year, luxury seekers predominantly visited hotspots like Bangkok, Phuket, Pattaya, Krabi, and Koh Samui. These visitors spend an average of ฿77,693 per trip, or about ฿6,171 daily, during stays that typically span nine to ten days. To increase these numbers, Thailand plans to enhance its luxury tourism offerings, appealing directly to affluent travellers by providing compelling value propositions.

 

The increasing competition from venues such as Japan, which recently surpassed Thailand in foreign tourist arrivals, spurs Thailand to sharpen its competitive edge. With established luxury destinations like Singapore and Maldives also in the fray, Thailand differentiates itself through its abundant four- and five-star accommodations, alongside premium services interwoven with natural and cultural charms.

Thailand’s well-regarded safety and warmth are expected to significantly enhance the comfort and enjoyment of visiting luxury travellers. "We are capitalising on luxury to break into major markets like China, the US, and the Middle East," Jirawadee explained, noting that Thailand’s relative affordability offers an advantage over its rivals.

 

The Tourism Authority’s strategy is twofold: in the short term, spanning one to three years, it intends to host world-class events, including international music festivals, conferences, and sporting events. Collaborations with luxury brands to curate unique experiences aim to draw high spenders to the country.

 

In the longer term, over three to five years, the focus will shift towards custom tour packages, complemented by attractions centred on wellness, art, and culture. Enhancing infrastructure, such as upgrading airports, ports for luxury yachts, and public transport, alongside the availability of luxury car rentals, is anticipated to further appeal to affluent tourists' preferences.

 

As Thailand sets its sights on a prosperous future in luxury tourism, it remains steadfast in its commitment to providing exceptional experiences that cater to the desires of the world's most discerning travellers, reported The Nation.

 

-- 2025-01-04

 

 

 

[Rampant Rabbit]

Theres  only so much crap I can stand on a  Saturday,,,,,,,,but u keep  peddling it

[mdr224]

The elite tourists they are seeking all went to japan. All thats left are chinese russians arabs and indians

[sscc]

Some of Upper middle class with USD millions come to Thailand. 

None of Super rich class with USD billions come to Thailand. 

These super rich tycoon go to Singapore,  Hong Kong and some areas in West Asia ( Middle East ) 

[ChaiyaTH]

Thailand can't offer luxury, they can't even do basic service properly in any place here. Even at fine dining restaurants it's a joke, like you see someone 'trying to do good' as if it is some new intern back home.

 

If my monthly income only increases enough, I would actually move to another country to get that and many other things on a higher level in my life. Let alone if I would be rich, why would I even bother going here.

[blaze master]

The infrastructure in and around most of the beaches in phuket is laughable at best.

 

5 hours ago, webfact said:

As Thailand sets its sights on a prosperous future in luxury tourism, it remains steadfast in its commitment to providing exceptional experiences that cater to the desires of the world's most discerning travellers, reported The Nation.

 

Maybe until then cool it with this kind of constant mumbo jumbo.

[ChaiyaTH]

Thailand and luxury: we increased the price 10X and now it is a luxury place, otherwise we give you the same crap. Guess they have to figure out the difference between expensive and luxury.

[ChaiyaTH]

5 hours ago, webfact said:

The Tourism Authority’s strategy is twofold: in the short term, spanning one to three years, it intends to host world-class events, including international music festivals, conferences, and sporting events. Collaborations with luxury brands to curate unique experiences aim to draw high spenders to the country.

Ehh if my memory serves me right they have repeated this crap statement since the military coup in 2014. With like zero results today.

[bkk6060]

The arrogance is laughable don't they realize this place in many areas is a notch above 3rd world?  Comparing it to Japan or Singapore is a joke.  It is known world wide as a cheap place to holiday, so the lower level tourists will continue to be the majority. 

[ChaiyaTH]

3 minutes ago, bkk6060 said:

The arrogance is laughable don't they realize this place in many areas is a notch above 3rd world?  Comparing it to Japan or Singapore is a joke.  It is known world wide as a cheap place to holiday, so the lower level tourists will continue to be the majority. 

The idiots are saying this what, every quarter since 2014? Then they made visa's hard to support that idiotic idea, to then now have flooded the country with broke idiots on 5 year DTV visa's while they make it hard for genuine people that lived here a decade plus. I am so disgusted by it that I am just feeling bad to spend money here. They deserve misery.

[ronster]

Ah lomance 😍🙄

[Foxx]

3 hours ago, ChaiyaTH said:

Thailand can't offer luxury, they can't even do basic service properly in any place here. Even at fine dining restaurants it's a joke, like you see someone 'trying to do good' as if it is some new intern back home.

 

I disagree.  Thailand can offer luxury.  There are plenty of 5* hotels which offer world quality service - not just in Bangkok (Mandarin Oriental, SIam Kempinski, Capella, Four Seasons, etc.), but also in Phuket (Anantara, Amanpuri), Phuket (Four Seasons), Hua Hin (Chivasom), Chiang Mai (Aleenta Retreat), Phang Nga (Six Senses), Samui (Banyan Tree).  There are loads of others, but I hope I've made my point.

As for fine dining restaurants, they most certainly aren't a joke.  Last year I had excellent food and service at Blue, Le Normandie, IGNIV, Maison Dunand, Savelberg and Sühring.  Some might say not cheap, but compared with similar quality establishments in the occident, they are great value for money too.

[sqwakvfr]

How does one say "reality check" in Thai? 

[KannikaP]

9 hours ago, webfact said:

These visitors spend an average of ฿77,693 per trip, or about ฿6,171 daily, during stays that typically span nine to ten days.

Love it how they can average it out to the nearest Baht. And when I was at school 10 x 6171 was 61710. But TIT.

[jas007]

Elite travelers?  I think they travel to Thailand whenever they want.  

 

If I had anything to say about it, which I don't, I'd simplify the visa rules and extend the tourist visa validity to 180 days.  That's a good number.  People can come for th winter,, have fun and spend money, and then go home.  

[hotchilli]

9 hours ago, webfact said:

In a strategic move to bolster its luxury tourism sector, Thailand is embarking on a mission to attract elite tourists with offerings in wellness, sport, and romance. The Tourism Authority of Thailand (TAT) has set ambitious goals, targeting a 10% annual growth in this lucrative market, against a backdrop of fierce competition from neighbouring destinations.

The elite of the world have no interest in Thailands resorts, walking streets or street food.

Apart from a 3-day stay within a luxury hotel without going outside and then transfer to another country where they have more to offer.

[GammaGlobulin]

I am one of the few remaining elite long-stay tourists.

 

I would like to see new rules which make it far easier for me to tourist in Thailand.

 

No more 90-day reports....after 10 years.

Also, automatic visa renewal after 10 years.

 

This would be good.

 

Also, after 10 years with no infractions, this is just one less thing the authorities need to worry about.

 

How much more elite does one need to be, than me?

 

 

[Will B Good]

10 minutes ago, GammaGlobulin said:

I am one of the few remaining elite long-stay tourists.

 

I would like to see new rules which make it far easier for me to tourist in Thailand.

 

No more 90-day reports....after 10 years.

Also, automatic visa renewal after 10 years.

 

This would be good.

 

Also, after 10 years with no infractions, this is just one less thing the authorities need to worry about.

 

How much more elite does one need to be, than me?

 

 

"tourist" is a verb?

[Felt 35]

Only Thb 6000,- per day. And those are luxury seekers.😕
Many expats spend the same per day and more, day after day, month after month.

Felt

 

[richard_smith237]

32 minutes ago, hotchilli said:

The elite of the world have no interest in Thailands resorts, walking streets or street food.

Apart from a 3-day stay within a luxury hotel without going outside and then transfer to another country where they have more to offer.

 

Why do you think those who Thai Authorities consider 'elite' want to isolate themselves from the culture and hustle of Thailand ????...   

 

Thailand has a lot to offer everyone, and yes, the extremely wealthy too.

[John Drake]

Not until the air is cleaned up (and this is a regional problem, too).

[Patong2021]

1 hour ago, Foxx said:

 

I disagree.  Thailand can offer luxury.  There are plenty of 5* hotels which offer world quality service - not just in Bangkok (Mandarin Oriental, SIam Kempinski, Capella, Four Seasons, etc.), but also in Phuket (Anantara, Amanpuri), Phuket (Four Seasons), Hua Hin (Chivasom), Chiang Mai (Aleenta Retreat), Phang Nga (Six Senses), Samui (Banyan Tree).  There are loads of others, but I hope I've made my point.

As for fine dining restaurants, they most certainly aren't a joke.  Last year I had excellent food and service at Blue, Le Normandie, IGNIV, Maison Dunand, Savelberg and Sühring.  Some might say not cheap, but compared with similar quality establishments in the occident, they are great value for money too.

 

It is not a luxury experience to stay at a hotel in a city where you cannot breathe. It is  not luxury when you cannot access potable water.   It is not luxury when beaches are marred by pollution.

 

Thailand  serves the middle and lower end tourism market. Until the country sets standards and enforces them, it will never get beyond that. There is also a functional monopoly in the  hospitality sector both in its operation and in the supply of goods and services. Until true competition is allowed, not much will improve.

 

 

[richard_smith237]

19 minutes ago, Patong2021 said:

 

It is not a luxury experience to stay at a hotel in a city where you cannot breathe. It is  not luxury when you cannot access potable water.   It is not luxury when beaches are marred by pollution.

 

Thailand  serves the middle and lower end tourism market. Until the country sets standards and enforces them, it will never get beyond that. There is also a functional monopoly in the  hospitality sector both in its operation and in the supply of goods and services. Until true competition is allowed, not much will improve.

 

 

 

Admittedly, the air-quality is sometimes worse than other area's of the world, but it is also often no worse.

A quick look shows at the moment the Air-Quality in Bangkok is only slightly higher than that of London and Paris - other cities will be cleaner, many others worse.

 

But, to suggest Air-Quality might be a deciding factor (for most) is flawed - just look at the amount of extremely wealthy people who live in LA.

 

And.....Thailand does most certainly not only serve the middle and lower end tourism market - you are just unaware of the higher end of the tourism market. 

 

These sweeping generalisation of what the wealthy get up to are ridiculous - just like anyone else people have their preferences and dislikes - some wont find Thailand an attractive option, while others find it an amazing choice and thats why Thailand caters to a full range of visitors from back-packers to the ultra wealthy  (which for some reason are being called 'Elite' in this thread).

 

 

 

[Will B Good]

4 minutes ago, richard_smith237 said:

 

 

Admittedly, the air-quality is sometimes worse than other area's of the world, but it is also often no worse.

A quick look shows at the moment the Air-Quality in Bangkok is similar to that of London and Paris - other cities will be cleaner, many others worse.

 

And.....Thailand does most certainly not only serve the middle and lower end tourism market - you are just unaware of the higher end of the tourism market. 

 

These sweeping generalisation of what the wealthy get up to are ridiculous - just like anyone else people have their preferences and dislikes - some wont find Thailand an attractive option, while others find it an amazing choice and thats why Thailand caters to a full range of visitors from back-packers to the ultra wealthy  (which for some reason are being called 'Elite' in this thread).

 

 

 

 

London 82

Bangkok 128

 

I know where I would rather be.....BANGKOK.

[GammaGlobulin]

1 hour ago, Will B Good said:

"tourist" is a verb?

 

I knew it.

But, there is no law against, occasionally, using it as a verb....is there?

 

 

[Will B Good]

1 minute ago, GammaGlobulin said:

 

I knew it.

But, there is no law against, occasionally, using it as a verb....is there?

 

 

 

 

There's got to be!!!!

[khunPer]

So, can we presume that "elite tourists" is a now replacement of the former expression "quality tourists"...

It's excellent business to focus on guests that can both afford and are willing to pay a high price for outstanding service, but you must also supply "outstanding service" to get the price, which includes that infrastructure etc. also are in the higher "elite quality" level.

[captpkapoor]

If Thailand wants elite tourists, they have to stop with the "singlet wearing, beer belly, flip flop on a scooter living in a miserable 32 sq m studio in Pattaya" Westerner who keeps dishing out racist rants on here about all the other tourists who come and spend real money at good hotels.

[BangkokReady]

3 hours ago, richard_smith237 said:

3 hours ago, Patong2021 said:

 

It is not a luxury experience to stay at a hotel in a city where you cannot breathe. It is  not luxury when you cannot access potable water.   It is not luxury when beaches are marred by pollution.

 

Thailand  serves the middle and lower end tourism market. Until the country sets standards and enforces them, it will never get beyond that. There is also a functional monopoly in the  hospitality sector both in its operation and in the supply of goods and services. Until true competition is allowed, not much will improve.

 

Expand  

 

 

Admittedly, the air-quality is sometimes worse than other area's of the world, but it is also often no worse.

A quick look shows at the moment the Air-Quality in Bangkok is only slightly higher than that of London and Paris - other cities will be cleaner, many others worse.

 

But, to suggest Air-Quality might be a deciding factor (for most) is flawed - just look at the amount of extremely wealthy people who live in LA.

 

And.....Thailand does most certainly not only serve the middle and lower end tourism market - you are just unaware of the higher end of the tourism market. 

 

These sweeping generalisation of what the wealthy get up to are ridiculous - just like anyone else people have their preferences and dislikes - some wont find Thailand an attractive option, while others find it an amazing choice and thats why Thailand caters to a full range of visitors from back-packers to the ultra wealthy  (which for some reason are being called 'Elite' in this thread).

 

Not that I agree that Thailand is going to be successful in their aims, but rich people would probably happily stay in a luxury resort with private beaches.  They would be getting the white sandy beach and tropical weather, along with Thai hospitality, without much of the inconveniences that lower market tourists tolerate.  They're also not averse to "slumming it" when the mood takes them, before hopping into a taxi to their exclusive hotel.  (The rich can straddle both worlds, the poor cannot.)

[BangkokReady]

14 hours ago, webfact said:

Thailand’s well-regarded safety and warmth are expected to significantly enhance the comfort and enjoyment of visiting luxury travellers.

 

Crickey.  When was this written?