Thailand: 'Resurgent but facing challenges head-on'
Katherine MastersThe government is investing in attractions, world-class concerts, festivals, and major sports events for Thailand, while also developing innovative solutions to tackle pressing environmental concerns
There has been a “remarkable resurgence” of Thailand’s tourism industry this year, says H.E. Mr. Sorawong Thienthong, minister of tourism and sports of Thailand.
This year, the government issued new visa exemption policies allowing travellers from 93 countries more accessible access to Thailand. This has been bolstered by the opening of new attractions, such as One Bangkok, a mixed-use retail and hospitality-focused development. Other new additions to the capital’s cityscape include Dusit Thani Bangkok hotel and Emsphere shopping mall.
Thailand is also investing in the film industry, having been selected as the filming location for several high-profile productions, including Jurassic World 4, Home Sweet Home: Rebirth, and Season 3 of The White Lotus. “Following those news releases, we observed a significant increase in interest and advanced bookings from international travellers,” remarked Thienthong.
The country’s cultural credentials have been boosted by Unesco’s recognition of the Maha Songkran World Water Festival as an intangible heritage and the addition of the Phu Phrabat Historical Park to the World Heritage List.
This year has not been without its significant challenges, admitted Thienthong. “As Thailand’s tourism industry navigates the challenges of 2024, we are proactively addressing the significant impact of global economic fluctuations. Rising travel costs and economic uncertainties in key markets present immediate challenges, but we are actively developing strategies to maintain our competitive edge and value proposition, ensuring the industry’s resilience and adaptability.”
Pressure points
He said the Tourism Authority of Thailand was also tackling pressing environmental concerns head-on: “The effects of climate change on our renowned marine parks and coral ecosystems demand immediate attention, as do the infrastructural pressures in our most visited destinations.”
He added: “However, we’re building a more resilient tourism sector through strategic partnerships and coordinated action among government agencies, tourism operators, local communities, and travellers. Our focus remains on developing creative approaches that maximise tourism potential while safeguarding Thailand’s environmental treasures and rich cultural heritage for future generations.”
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.
Sign up for weekday travel news and analysis straight to your inbox
Katherine Masters
Supplier Directory
Find contacts for 260+ travel suppliers. Type name, company or destination.
Recommended For You
Latest travel jobs
Leisure Travel Consultant
Key account manager
Senior Charter Operations Executive - UK & EMEA
Competitions
Upcoming events
TTG Top 50 Travel Agencies 2025
Place of registration: England and Wales.
Company number 08723341.
Registered address: 6th Floor, 2 London Wall Place, London EC2Y 5AU
