Tourism Thailand Targets 5M Malaysian Tourists This Year

[snoop1130]

Picture courtesy of Bangkok Post

 

Thailand has set its sights on welcoming 5 million Malaysian tourists this year, a goal that echoes last year’s numbers despite the market facing stiff competition from China. The Tourism Authority of Thailand (TAT) remains optimistic, as Malaysia continues to be a major contributor to Thailand’s tourism sector.

 

As of 17th August, over 2.87 million Malaysian visitors have arrived in Thailand, making it the second-largest market for inbound tourism, with only a 60,000-visitor gap behind China. Interestingly, early July saw Malaysian arrivals briefly surpass those from China.

 

Patsee Permvongsenee, Executive Director for ASEAN, South Asia, and South Pacific regions at TAT, highlighted that over 70% of these tourists enter via land borders. This has prompted TAT to launch promotional campaigns in these areas, including the Vijitr at Hatyai illumination art event, running from 29th August to 21st September, to encourage repeat visits.

 

"Malaysians are increasingly choosing to cross the border during weekdays, not just weekends," said Patsee, reflecting a shift in travel patterns.

 

Originally, TAT aimed for at least 5.2 million Malaysian tourists this year, considering its high potential. However, the target has been slightly adjusted to 5 million due to external factors.

 

One such factor is the strong competition from China, which has introduced enticing discounts on tour packages and airfares to lure Malaysian tourists. In a bid to bolster tourism and trade, China and Malaysia recently entered a mutual visa-free agreement, intensifying the competition with Thailand.

 

Songchai Mungprasitthichai, President of the Songkhla Tourism Promotion Association, suggested that Malaysian arrivals might rival Chinese numbers, which are projected to fall below 6.7 million, lower than last year.

 

With Malaysia’s Independence Day on 31st August, Hat Yai is expected to host between 5,000 and 10,000 Malaysian tourists daily, potentially pushing hotel occupancy rates to near full capacity. A further boost of 20 to 30% in arrivals is anticipated around Malaysia Day on 16th September.

 

Despite recent challenges, such as a bomb attack in Narathiwat and occasional skirmishes along the Thailand-Cambodia border, Malaysian tourists remain largely undeterred. Songchai stressed that Malaysian visitors are familiar with Thailand’s social environment and understanding of security dynamics.

 

There has been no official travel advisory from the Malaysian embassy following the Narathiwat incident. Tourists are, however, encouraged to exercise caution and keep informed via reliable news sources.

 

A proposed initiative by the Thai government involves offering 200,000 free domestic round-trip flights for foreign tourists between September and November, which could encourage Malaysian visitors to explore beyond traditional hotspots like Hat Yai.

 

On average, Malaysian tourists spend approximately 5,500 Thai Baht (US$170) a day, with an overall spend of about 28,700 Thai Baht (US$885) per trip during their nearly five-day stay.

 

This strategic focus on attracting Malaysian travellers underscores Thailand's broader efforts to revive its tourism industry amid fluctuating global conditions.

 

  Adapted by ASEAN Now from The Thaiger 2025-08-26

 

[bdenner]

TAT on cloud "9" again with their abacus in overdrive!