Tourism Thailand Eyes Middle East Tourists with Winter Flights

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Thailand's ambitious goal of attracting one million visitors from the Middle East and Africa this year remains a daunting task due to ongoing geopolitical conflicts. However, the Tourism Authority of Thailand (TAT) sees potential for growth with new flight connections planned for the winter season.

 

Hatsanai Chaisri, who leads marketing efforts for the Middle East and Africa at TAT’s Dubai office, highlighted that the market's growth has been sluggish. Families and first-time travellers are particularly wary of venturing abroad given the region's instability, including the recent, albeit resolved, 12-day conflict between Israel and Iran in June.

 

Despite these challenges, travel is expected to gain momentum in August, coinciding with the summer school break—a peak travel period in these markets. The TAT’s Dubai office is responsible for promoting Thailand across 13 Middle Eastern and nine African countries, including South Africa.

 

Before the conflict, travel from the region had seen a strong start to the year, though the pace has since slowed, with an annual growth of only around 2%. As of late July, arrivals reached 497,697, marking a modest 2.22% year-on-year increase.

 

To reach its target, the TAT Dubai office needs to achieve at least 11% growth next year. Key contributors are expected to be Saudi Arabia, the United Arab Emirates, and Oman, projected to account for 243,000, 181,000, and 118,030 arrivals, respectively.

 

Mr Hatsanai mentioned that a robust recovery in flight services, now at over 95% of pre-pandemic levels, might play a significant role. Currently, 11 airlines provide direct flights to Thailand, offering approximately 231 weekly services and 288,380 seats monthly.

 

Excitingly, new winter services include flights like Abu Dhabi-Krabi and Abu Dhabi-Chiang Mai by Etihad, and Sharjah-Krabi by Air Arabia. Typically, about 70% of arrivals from the Middle East are from the Gulf Cooperation Council (GCC), driven mainly by families and millennials who indulge in luxury experiences, spending on average 9,600 Baht daily, with trips often exceeding 100,000 Baht.

 

The market is drawn to five-star accommodation, shopping, beaches, nature, as well as health and medical tourism. Halal-friendly travel options, offering halal cuisine and prayer amenities, alongside privacy-driven choices like private villas and VIP services, remain pivotal.

 

With the GCC's outbound market expected to grow by 7% annually over the next five years, Thai tourism operators are urged to adapt, embracing AI and the shift towards sustainable travel. Advertising and content in Arabic have shown higher engagement compared to English, suggesting a strategic focus area.

 

To further boost engagement, TAT is organising notable events such as the Middle East Trade Meet in Bangkok and Koh Samui next month, and a luxury roadshow to Kuwait and Bahrain in November. Next year, the "Wellness Escapes in Amazing Thailand" initiative will focus on attracting visitors from Saudi Arabia and Oman.

 

Additional opportunities lie in Morocco, where tourism surged following the lifting of visa requirements. The nation, with a 38 million strong population, has become a popular destination for honeymooners.

 

Nevertheless, challenges persist in markets like Iran and Egypt, where economic slowdowns and currency devaluation hinder growth potential.

 

Thailand remains hopeful that new flight routes and targeted marketing can help overcome these obstacles, drawing more visitors to its pristine shores.

 

  Adapted by ASEAN Now from Bangkok Post 2025-08-05