Thailand: 'Resurgent and facing challenges head-on'

The UK market has performed strongly, with more than 700,000 British travellers visiting the country since the beginning of the year. Phuket remains the primary destination choice for British tourists, with Khao Lak emerging as an increasingly popular destination, particularly during the off-peak season.

Thienthong said: “We have noticed an increased interest in adventure tourism, particularly in Northern Thailand. Destinations such as Chiang Mai, Chiang Rai, Pai, and Mae Hong Son are benefiting from this trend as more British travellers seek adventure experiences in these regions.”

Emerging markets

Other than the UK, the top-performing long-haul markets are Russia, America, Germany, and France. According to Thienthong, next year emphasis will be placed on restoring flight capacity and expanding the quality leisure market segment, especially for first-time visitors from the UK, Ireland, Western Europe, and Western Balkans.

He added: “We are also targeting the new generations of travellers from the Americas and Canada, including Gen-Z, Millennials, Asian Americans, DINKs, and LGBTQs, as well as luxury travellers from the six Arab countries.”

Tourism Authority of Thailand’s goal is to position Thailand as a year-round "Festival Country." This involves promoting national celebrations like Songkran and Loi Krathong and local festivals such as Phi Ta Khon, the Candle Festival, and the Rocket Festival. Thienthong said: “This strategy aims to create consistent tourism revenue throughout the year, benefiting both major cities and smaller towns across Thailand. We’ll also be highlighting "Thai Charms" and "Hidden Gem Cities" through our "Five must-do experiences" campaign. This will help distribute tourism income more evenly and reduce reliance on peak season.

Grand plans

Next year there’ll be extra impetus to visit Thailand as the country celebrates its Amazing Thailand Grand Tourism and Sports Year. Thienthong explained: “With a vibrant atmosphere filled with grand festivities, special promotions, and unparalleled hospitality, Thailand is poised to offer unforgettable experiences for visitors from around the world.”

One of the highlights of the year will be the MotoGP season opener, bringing together racing enthusiasts and thrill-seekers alike. The Maha Songkran World Water Festival in April will offer a unique opportunity for visitors to immerse themselves in Thai culture and traditions while participating in the iconic water-splashing festivities.

Thienthong concluded: “Beyond these major events, Thailand’s diverse landscape, rich history, and warm-hearted people offer a wealth of unique experiences. Whether you’re seeking adventure in the mountains, relaxation on the beaches, or cultural immersion in the cities, Thailand promises to excite and inspire. We can’t wait to welcome you to our beautiful country.”

At WTM London, TAT will be showcasing projects such as the TAT’s Sustainable Tourism Goals (STGs) STAR Rating System, CF-Hotels Platform, and Thailand Tourism Awards – initiatives have encouraged entrepreneurs to adopt sustainable practices and compete on a global level. The Thailand stand will be decorated with local textiles and crafts to showcase the country’s artistic diversity.