Tourism Thailand Boosts Tourism with Strategic Focus on Quality Markets

[snoop1130]

File photo courtesy of Thai Rath

 

The Tourism Authority of Thailand (TAT) is intensifying efforts to elevate its tourism markets to "Million Market" status, shifting focus from volume to value. TAT Governor, Ms. Thapanee Kiatphaibool, reported positive growth in foreign tourist arrivals during the Green Season, particularly among high-spending visitors from Europe. In June, the European market grew by 13%, with Germany leading the surge at a remarkable 71% increase, followed by Italy and Switzerland.

 

The Middle Eastern market also showed exceptional growth, with Saudi Arabia, Oman, and the UAE contributing to a 55% increase as they enter their tourism season.

 

A significant development in Thailand's tourism landscape is Malaysia surpassing China as the top source of foreign visitors, a position China held consistently since 2012. Early June saw a 13.22% rise in Malaysian tourists compared to last year, highlighting shifts in regional tourism dynamics.

 

TAT forecasts strong growth in forward bookings for upcoming travel slots, with July-September and October-December seeing substantial increases across Europe, the Middle East, and Asia.

 

To maintain momentum, TAT is implementing strategic market development initiatives. For the UK, new partnerships with British Airways and Norse Atlantic Airways aim to attract first-time and repeat visitors with enhanced flight options. Germany will see collaboration with major tour operators for charter flights and targeted promotions towards diverse markets such as DINKs, Gen Z, and LGBTQ communities.

 

In Russia, strategic promotions will focus on both primary and secondary cities, while French partnerships include major travel networks like Carrefour Voyages. In the United States, TAT plans to launch the "2 by 4 Global Amazing Month Campaign" through Travelstride and EVA Air.

 

In response to recent tourism challenges, TAT is restructuring its approach to ensure sustainable growth by promoting new destinations and balancing global tourist markets. They aim to stimulate interest in less-visited areas and target tourists with high purchasing power through creative and event-driven marketing, focusing on the "Value over Volume" growth model.

 

This comprehensive strategy is designed to adapt to changing market structures and strengthen Thailand's position as a premier destination for quality tourism, ensuring the sustainable development of its tourism sector.

 

  Adapted by ASEAN Now from Khaosod 2025-06-16

 

 

[ikke1959]

People with money don't like to be scammed, double priced and limited in their routines, like vaping and alcohol sales/buying hours..Besides that there are better places for these people 

[norsurin]

Here we go again!

[Mavideol]

1 hour ago, snoop1130 said:

particularly among high-spending visitors from Europe.

yet to see where they are as the restaurants are not at full capacity..... just the usual TAT reckless estimates/expectations dreaming

[greeneking]

....'implementing strategic market development initiatives.'

Impressive collection of words.

I would challenge anyone from TAT to explain them and then give some concrete examples of their plans. No evasion allowed.

[NorthernRyland]

They need to get the numbers of Indians and Arabs down in order to draw in more Europeans and Asians.

[daveAustin]

 Quality Markets? Gawd! It makes me want to barf. If you want more tourists, for starters sack everyone at the TAT and then disband it. An utterly anachronistic xenophobic monstrosity. THEN, you welcome visitors to your country with open arms, treat them like actual human beings (aside from Russians and the unwashed) and then say, ‘please come again’. 

[DonniePeverley]

They've opened the borders to cheap mass tourism by opening up their visa system. They then want quality tourists.

 

Something is a miss there.

 

If you want quality high spending tourists - go look at Barbados, Maldives, St Lucia, etc 

 

If you want cheap trash, high crime, visa free look at Thailand. 

[NorthernRyland]

11 minutes ago, DonniePeverley said:

They've opened the borders to cheap mass tourism by opening up their visa system. They then want quality tourists.

 

Something is a miss there.

 

Thailand doesn't even know what they're selling. It's a lot of things and it's a great country but it's not high quality tourist material, except for in very isolated pockets like an all inclusive resort. Step one foot outside and it's an entirely different story.

[Sigmund]

For quality foreigner spenders, look into the house owner segments. All those who own property in Thailand, no matter from which country, will usually be decent people,. and spend a lot. 

 

A solution could be to hand out a hassle free 5 month e-visa to any over 50 years who owns property. Plainly on showing either the leasehold contract, copy of blue book or sale contract if condo. And that's it. No more paper work, 

 

The house owners spend far more,  then the hoards of drunks that come in from all over plainly here for the girls and booze. 

[BarraMarra]

Its become a comedy, another wasted money incentive thought up in a coffee break at TAT office.  You can see all the chickens running round boss boss what we going to do numbers are down and the Chinese wont come back what we going to do !!!!! don't worry lads I'll start a new post telling the idiot Tourists we don't need the Chinese we will go for wealthy Europeans they will love Thailand and will come in there Millions trust me I know better. If anyone questions you just say  TAT know better trust us there  just tourists and gullible.

[DonniePeverley]

6 hours ago, NorthernRyland said:

 

Thailand doesn't even know what they're selling. It's a lot of things and it's a great country but it's not high quality tourist material, except for in very isolated pockets like an all inclusive resort. Step one foot outside and it's an entirely different story.

 

The landscape in parts of Thailand is beautiful, and could possibily be fixed to cater to high end tourism. But nope, always the easy option. LET THE MASSES IN, LET THE CHEAP TOURISTS IN.

 

This current regime has opened up the borders like never seen before.