Thailand targets ‘wealthy foreign tourists’ to boost economy


The Tourism Authority of Thailand, or TAT, will again target the ‘wealthy tourist group’ as it develops its marketing plan as it helps Thailand’s economy recover after a 2-year hiatus due to border closures and restrictions. The TAT says that by focusing on “wealthy groups”, 1.93 trillion baht will be generated in 2024, although tourist numbers will be lower than in previous years.

Tourism Authority of Thailand Governor Yuthasak Supasorn, speaking to Thai media yesterday, said more than one million foreign tourists have entered Thailand since the beginning of this year. Over 400,000 foreign tourists visited the country in the first 3 months, which generated over 34 billion baht in revenue for the country. He added that it was “a good sign for Thailand’s tourism industry, and it showed that the storm had already passed”.

One million tourists (only around 70% of travelers are genuine “tourists”), in the first 4 months, compares to an average of 3.3 million international arrivals each month in 2019.

Yuthasak said different departments are concerned that people around the world are facing a financial crisis and high inflation, which could make them “scared to travel” and spend money (or less likely to). . He explained that TAT’s mechanism to deal with this problem was to target wealthy tourists who were less affected by the economic situation.

The governor said that the TAT will promote Thai tourism with new tools like Thailand’s “soft power” (discreet and indirect promotion through media and influencers). He thought Thailand’s tourism industry would recover “very quickly”. Yuthasak said he was “confident” that income earned by 2024 would be the same because wealthy tourists would spend more money.



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