Tourism Thailand Grapples with Overtourism: Balancing Growth and Cultural Identity

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A view of Yaowarat Road which is a popular tourist spot in Bangkok | Photo by suzukii xingfu from Pexels

 

Over the years, Thailand has evolved from a Southeast Asian gem to a global travel powerhouse, drawing millions annually. Its allure stems from breathtaking beaches, captivating cultural sites, and vibrant cities like Bangkok known for lively nightlife and culinary adventures. Yet, the rise of overtourism—a term describing the detrimental effects of excessive visitor numbers—is becoming a prominent concern for the nation.

 

The Rise and Reach of Thai Tourism

 

For decades, the tourism sector has been a cornerstone of Thailand's economy, significantly contributing to national GDP and creating countless jobs. In recent years, however, the numbers have soared. The Thai government has set its sights on attracting more than 40 million tourists by 2025, a commendable ambition with substantial economic incentives. In 2019 alone, before the pandemic-induced tourism dip, Thailand welcomed nearly 40 million visitors.

 

However, behind these booming figures lies a pressing issue. While tourism boosts the economy, overtourism threatens local communities, natural resources, and cultural heritage. Many residents and analysts worry this growth, left unchecked, could undermine the unique essence that initially drew visitors to the region.

 

The Real Cost of Overtourism

 

The implications of overtourism extend beyond crowded beaches and tourist hotspots. Everyday life for Thai citizens and expats faces disruption as public services, particularly transportation, become increasingly strained. Alessio, a content editor for Thaiger with deep ties to Thailand and Italy, articulates the struggle: "Every morning commute on the BTS or MRT feels like a battle. Trains are packed, often to the point where I can't board the first or even second train that arrives."

 

In the bustling metropolises and serene islands alike, locals find themselves sidelined by economic forces catering to visitors. Businesses that once served community needs now pivot towards tourists, driving up prices and pushing out local patrons. Traditional markets give way to international chains, and the intimate local eateries risk being overshadowed by foreign-owned enterprises eager to capitalise on Thailand's tourism boom.

 

"This growth is needed," Alessio admits, "but not at the expense of those who call Thailand home." It's a sentiment echoed by many who feel their lifestyles are upended for the sake of short-term tourist revenue.

 

Cultural Erosion in the Wake of Growth

 

Wrapped in this economic narrative is a cultural concern—overcommercialisation and cultural erosion. The vibrant, chaotic beauty of Thai life, known as the 'sabai sabai' approach, risks being sanitised. Instead of authentic experiences, many tourists encounter a diluted version of Thai culture, crafted to fit a global audience's expectations.

 

Alessio reflects this sentiment, noting how parts of Thailand, particularly in urban centres, present a "heavily sterilised" version of the country's culture. "You walk through some areas and could be forgiven for thinking you're in any major city, dominated by the same chains, not the unique spirit Thailand is known for," he observes.

 

Beyond this cultural shift, there's a pressing need for understanding and respect between visitors and locals. While the Thai people are known for their hospitality, the influx of tourists sometimes brings challenges, such as cultural disrespect or ignorant behaviours that clash with local customs.

 

Shifts in Tourism Patterns

 

Interestingly, amid this boom, signs indicate shifts in tourist destinations. Rising costs have prompted some to seek alternatives, with countries like Vietnam offering similar charms at a lower price point. This dynamic adds pressure on Thailand to balance its desire for tourism revenue with the need for sustainable practices.

 

Thailand's latest strategies include promoting lesser-known destinations beyond the well-trodden paths of Bangkok, Phuket, and Chiang Mai. The goal is to disperse visitor traffic and reduce the concentrated pressure on popular areas. There's also a growing call for tourists to engage in cultural sensitivity training and eco-friendly practices, promoting a more harmonious coexistence with locals and the environment.

 

A Call for Responsible Tourism

 

The solution to overtourism lies not only in government policy but also in the hands of tourists themselves. Visitors are encouraged to step into the role of cultural ambassadors, fostering mutual respect and learning about the traditions and etiquettes, such as Kreng-Jai and 'saving face'.

 

Alessio stresses the importance of this, highlighting that "every visitor has the power to impact how their country is perceived abroad". Promoting genuine cultural exchange and encouraging tourists to explore beyond the superficial experiences can help sustain Thailand's allure for future generations.

 

Thailand's Path Forward

 

In tackling overtourism, Thailand faces a delicate balance: sustaining economic benefits from tourist arrivals while protecting its cultural heritage and quality of life for its residents. As the world becomes more interconnected, understanding and empathy will play crucial roles in ensuring tourism remains a positive force.

 

Thai officials and communities alike recognise that while diversity brought by tourism enriches the nation, it must not come at the cost of losing its identity. Through thoughtful strategies and an emphasis on responsible travel, Thailand hopes to preserve its intrinsic beauty, charm, and cultural significance, ensuring it remains a must-visit destination not just for its sights, but for the rich, unfettered experiences it offers.

 

Let's ensure that Thailand's authentic beauty and spirit continue to shine bright for all who have the privilege to visit and experience it.

 

  Adapted by ASEAN Now from The Thaiger 2025-05-06

 

 

[JoePai]

Thailand Grapples with Overtourism

 

So why is the Gov and TAT asking for more tourists ?