How Asia's mass tourism hotspot is transitioning to 'more meaningful' travel

With direct UK air capacity lagging at 71% of 2019, a Thai Airways flight between Manchester and Phuket is among TAT’s negotiation priorities. But value rather than volume is key, says Tapen: “We don’t want history repeating itself with mass tourism. [We’re thinking] ‘how can we generate expenditure instead?’ When tourists come, they have to do something more.”

Things are heading in the right direction with operators at TTM reporting higher spend as the destination bounces back. Gold Medal’s Thailand revenue has already topped 2019’s, with higher room categories and villas popular.

Mark Mallinson, Gold Medal destination manager Far East, adds: “Believe it or not, we’re getting asked more for all-inclusives, [these bookings] have increased by 7%. Clients want that safety blanket, then they’ll go out and eat locally... People are spending more but they want better value.”

Average stays have also lengthened by five nights and 70% are multi-centres, up from a pre-covid 55% to 60%. “Hub and hook is actually what we do push,” Mallinson says.

Thailand’s recovery has accelerated since spring for Elegant Resorts, with revenue “quite considerably up”.

Average room nights hitting double of 2019 has helped. Asia and Africa product manager Alison Murphy says: “A lot of it is down to the properties we sell and a lot of work we’ve done with our B2B partners bringing that back up to more luxury [levels] and being strategic, rather than volume.”

Chic Locations markets Thailand “totally at the top end”, but product and relationships director David Kevan warns the destination must not devalue itself. “I’d limit hotel [construction] as there’s so much competition now, so low rates. What I think is lacking is an area that’s perceived to be aspirational. If you’re looking at developing a new area in Thailand, I’d say have [all] five-star hotels.”

Highlighting Thailand’s outstanding wellness resorts is among TAT’s aims to draw higher spenders. TTM exhibitor Devasom Khao Lak is keen, having just launched an annual wellbeing festival.

“It’s the first of its kind in Thailand,” explains assistant managing director Waraporn Atirak. “Every week during May, we invited specialists to organise workshops, like forest bathing, sound baths and drum circles, but guests were sleeping in proper rooms, not tents."

TAT has also unveiled an environmental star rating system. Hotels will be incentivised with support for events including World Travel Market. “Everyone on the [Covid-safe accreditation] database of 2,000 suppliers will be encouraged to join. If they have one star, they can join us in some levels of TAT activities. If they have three stars, they get more privileges,” explains Tapen.

With Thailand naturally courting China, mass tourism is still a given, but as an established market the UK can help the destination evolve.

As Instagram props at hilltop cafes and even temples around Nan and Phrae demonstrate, “hook” destinations already have domestic tourists – it’s now up to international visitors to discover what’s drawing the Thais.