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.  

 

 

 

 

[hotchilli]

15 hours ago, snoop1130 said:

The Tourism Authority of Thailand (TAT) is intensifying efforts to elevate its tourism markets to "Million Market" status, shifting focus from volume to value.

So why dare TAT so fixated on tourist numbers?

[mikeymike100]

4 minutes ago, hotchilli said:

So why dare TAT so fixated on tourist numbers?

Normally they are fixated on how much money the the tourists will being in?

[AhFarangJa]

Dual pricing, poor infrastructure in national parks, rip off tourist scams, extortianate taxes on wine, etc. flip flop visa rules, artificially strong Baht.....A five year old could tell TAT what is wrong.

[hotchilli]

1 minute ago, mikeymike100 said:

Normally they are fixated on how much money the the tourists will being in?

TAT are fixated on growing tourist numbers, ever since Covid the talk  has been getting back or near to 40+ million per year... only the back-packers or 2 week millionaires have come..

Real millionaires prefer millionaire locations and facilities

[alex8912]

"TAT sees substantial growth July , August , September, October, November and December "

🤣

[newbee2022]

Scrap the DTV. This will help to keep riffraff and scumbags out

[newbee2022]

12 hours ago, NorthernRyland said:

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

Ah, the racist again. Bravo 🤣

[newbee2022]

11 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.

Yes, therefore tourists should stay in their resorts. As in DomRep.

[Kasset Tak]

If Thailand will be for high end tourists... then Thailand needs to be redeveloped too. Can't just offer high end hotels  restaurants and attractions in 2-3 cities. And the things that you can see/visit already today needs to be renovated and adjusted! I have been to the same museum twice in 15 years... and what was broken 15 years ago is was still broken last year. And we are talking about a museum at one of the top 20 tourist attractions in Thailand!

[jwl53]

14 hours ago, Mavideol said:

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

Maybe you don't frequent the high end places that the rich folk use

[newbee2022]

15 hours ago, ikke1959 said:

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 

You should acknowledge and honor the fact that Thailand keeps an eye on your health. No vaping, less alcohol or expensive Alcohol. And soon no Cannabis.....So it's a paradise

[newbee2022]

2 minutes ago, Kasset Tak said:

and what was broken 15 years ago is was still broken last year.

Are you kidding?

These were the artefacts. 🤓

[DULEROY]

For experts in all matters, the TAT is not the Tourism Authority but only a tourism promotion agency without any ministerial or administrative power...

As for international tourism arrivals, the report provided by the Tourism Authority, the Ministry of Tourism and Sports of Thailand (MOT), through its economic division, please carefully observe the figures from January to May 2025.
I also advise people who talk a lot on the subject without ever producing any documents to consult the Thai National Tourism reports, as there are some surprises.

[rumeaug]

16 hours ago, ikke1959 said:

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 

There is no double pricing in the places where people with money go. And certainly having a lot of dough will hardly limitate anyone in their "routines". Quite the contrary. 

[technoronin]

So they don't want ordinary middle class guys like me?  I was planning on spending a million baht per year or more, but now I'm planning on going elsewhere.  Making my bank account unusable was the last straw

[gravity101]

Sounds like quantity again to me.

[DULEROY]

55 minutes ago, hotchilli said:

Alors pourquoi TAT ose-t-il se focaliser autant sur le nombre de touristes ?

It's surprising that people think the TAT is the tourism authority; it isn't; it's a promotional agency under the authority of the Ministry of Tourism and Sports of Thailand (MOT).

If you want to know, consult their website rather than ASEAN. You'll get the correct information, which also contradicts what the TAT says or is supposed to say, especially the monthly report issued by the Economic Division, which is here for May 2025.
Look at the figures, which are clearly on the decline!!!

 

 

 

 

 

 

 

[DPKANKAN]

 In June, the European market grew by 13%, with Germany leading the surge at a remarkable 71% increase, followed by Italy and Switzerland.

 

5555 only part way through June ffs!!!!