Thailand: Major events at the heart of the 2025 tourism strategy

The Tourism Authority of Thailand (TAT) has announced strategies to attract 40 million foreign arrivals by 2025.

The TAT also aims to generate 3.4 trillion baht (86.55 billion euros) in tourism revenue next year.

Natthriya Thaweevong, Chairperson of the TAT Board of Trustees, said:

"This move is part of the government's ambitious announcement to promote Thailand as a major tourist destination."

See: Making Thailand a Global Tourism Hub

Strategies include attracting major events to the country and offering package tours designed to meet the preferences of individual travelers, such as senior citizens and medical tourists.

See: Thailand wants to attract the world's biggest music stars

“Tourism is the main driver of the Thai economy, so it is a difficult job for the TAT (to achieve the target),” she said, adding that the prime minister is ready to fully support Thai tourism.

See: Tourism Authority of Thailand to set higher target

She noted that tourist preferences have changed in the post-Covid-19 era, and it could take up to three years before Thailand can rely on investment income again.

"It will probably take some time for the export sector to fully recover, which is different from the tourism sector which can generate revenue for the country immediately," she added.

Major events expected to attract 39 million visitors by the end of 2024

Coldplay at the 2024 concert in Bangkok at the Rajamangala National Stadium. Photo: Coldplay Instagram

Although the global economy and tourism are expected to recover next year, Natthriya said tourism revenue this year will reach 3 trillion baht as expected.

She said it would not be difficult to generate an additional 500 billion baht (12.72 billion euros) to meet Prime Minister Srettha Thavisin's target.

Natthriya added that these revenues would come from major events during the fourth quarter of this year.

She doesn't specify what she means by "big events," so we imagine it could be attracting global stars to organize concerts.

For example, a big concert by singer Lisa, with or without her band Blackpink, could certainly attract many local and international fans to the country.

See: The Lisa Effect: Her Latest Music Video Boosts Tourism in Thailand

"We could attract up to 39 million foreign arrivals in 2024, as TAT ​​is currently negotiating to increase the number of flights to meet demand.

This year's domestic tourism is under pressure from foreign competition to attract Thai travelers.

"Chinese tour operators are offering low-cost package tours to attract Thai tourists," Natthriya said.

See: Thailand to China Travel Surges After Visa Waiver

7.5 to 10% growth in tourism revenues expected in 2025

Tourists in front of the Grand Palace in Bangkok. Photo: Apichart Jinakul

TAT Governor Ms Thapanee Kiatphaibool said the authority aims to increase tourism revenue growth from 3 trillion baht this year to 3.4 trillion baht next year.

This goal can be achieved by attracting at least 40 million foreign arrivals to Thailand and encouraging 220 million Thai travelers to travel within the country.

She added that the authority has requested a budget of 6.23 billion baht for the 2025 fiscal year, including 4.34 billion baht for organizing projects and activities.

“Furthermore, by 2025, the TAT aims to enable secondary cities to generate 25% year-on-year revenue by attracting high-spending tourists.

The authority also plans to promote Thailand among the 14 countries that generate the highest income from foreign arrivals,” she said.

See: Thailand wants to improve secondary areas to increase tourism

According to Ms. Thapanee, TAT will offer new tourism products and attractions to attract existing and new customers in Europe, the United States, the Middle East and Africa, while increasing flight capacity to support long-distance travelers.

The authority will attract travelers from Asia and the South Pacific, such as China, India, South Korea, Japan, Taiwan, Indonesia, Pakistan, Bangladesh and the Philippines.

It also aims to attract short-haul travelers from neighboring countries such as Malaysia, Laos, Cambodia and Vietnam, to boost long-term tourism.

Regarding domestic tourism, the TAT will launch campaigns to promote Thailand's attractiveness throughout the year.

"We believe that domestic tourism can sustain the economy despite various crises," she said.

The authority also aims to become a leader in tourism communication by developing content tailored to the preferences of tourists, especially the younger generations.

Five challenges for tourism

Russian tourists at Phuket airport. Photo: The Nation Thailand

Ms. Thapanee also highlighted the challenges in creating quality tourism experiences and leading Thailand on the path to sustainability, namely

1. Climate change

Extreme weather conditions affect the design and improvement of products and services to make them environmentally friendly.

2. The cost of living

The rising cost of living affects the tourism market, especially marketing to attract target tourists.

3. Computer distortion

The distortion of facts through digital means and technology leads the TAT to adopt artificial intelligence in the field of tourism.

4. Political mapping

Political polarization and affiliations will affect the global tourism industry.

5. Cyber ​​hacking

Cyberattacks, such as hacking into agency computer systems, are likely to continue.

Conclusion

Ms. Thapanee said:

“TAT needs to strengthen its marketing efforts to maintain its existing customer base, increase the number of new customers, expand collaboration and develop new marketing techniques.

Because some people think that Thailand is focusing on attracting existing customers by sticking to the same old techniques to sell the country to the tourist market.

See also:

Thailand rated highly by Chinese tourists but criticized for scams

Thailand welcomed 17.5 million foreign tourists in the first half of the year

World rankings: Thailand remains a top tourist destination

Source: The Nation Thailand