Thailand is switching its tourism focus with the average number of tourists from Asia that visit having dropped.
The Tourism Authority of Thailand (TAT) reported the Asian nation had 9.5 million international arrivals in the first quarter of 2025, growing 2% year-on-year, which generated 471 billion baht, a 7% year-on-year increase, the Bangkok Post reported.
The main Asian markets, including China, Hong Kong, Taiwan, South Korea and Vietnam, decreased by 17% on average in the period due to declining safety confidence in Thailand and reduced flight numbers.
Natthriya Thaweevong of the Tourism and Sports Ministry and the TAT said the focus should be on long-haul markets, which typically spend more per person than Asian markets.
Although US tariffs are expected to impact the global economy, the ministry believes that European tourists may avoid travelling to the US and instead turn to Asian destinations, presenting an opportunity for Thailand to attract more European visitors.
Based on tourism projections for the second quarter of 2025, the markets with high potential for Thailand include Sweden, Saudi Arabia, Austria and the UK.
Natthriya said the markets that were still able to increase air ticket bookings by 10% in the second quarter were mostly from Europe, comprising the UK and Germany, along with Israel, Australia and South Korea.
Thailand has also been advised to showcase festivals like Songkran (top image) and Loy Krathong, which possess cultural and tourism potential - yet remain underleveraged in driving international travel.
Despite high levels of global awareness, participation remains low due to concerns over safety, festival management, and infrastructure.
A recent study by Sasin Management Consulting (SMC) Sasin School of Management, Chulalongkorn University revealed that only a fraction of international tourists visits Thailand specifically for these celebrations.
I actively avoid Thailand during Songkran, so maybe I am not the target market here.
Research conducted by Sasin Management Consulting (SMC) said there is there's a significant gap between awareness and actual visitation.
The survey of 2,200 potential international tourists showed that while 75% were aware of Songkran, the New Year water festival, only 20% had traveled to Thailand to experience it first hand.
Natthriya Thaweevong of the Tourism and Sports Ministry and the TAT said the focus should be on long-haul markets, which typically spend more per person than Asian markets.
Although US tariffs are expected to impact the global economy, the ministry believes that European tourists may avoid travelling to the US and instead turn to Asian destinations, presenting an opportunity for Thailand to attract more European visitors.
Based on tourism projections for the second quarter of 2025, the markets with high potential for Thailand include Sweden, Saudi Arabia, Austria and the UK.
Natthriya said the markets that were still able to increase air ticket bookings by 10% in the second quarter were mostly from Europe, comprising the UK and Germany, along with Israel, Australia and South Korea.
Thailand has also been advised to showcase festivals like Songkran (top image) and Loy Krathong, which possess cultural and tourism potential - yet remain underleveraged in driving international travel.
Despite high levels of global awareness, participation remains low due to concerns over safety, festival management, and infrastructure.
A recent study by Sasin Management Consulting (SMC) Sasin School of Management, Chulalongkorn University revealed that only a fraction of international tourists visits Thailand specifically for these celebrations.
I actively avoid Thailand during Songkran, so maybe I am not the target market here.
Research conducted by Sasin Management Consulting (SMC) said there is there's a significant gap between awareness and actual visitation.
The survey of 2,200 potential international tourists showed that while 75% were aware of Songkran, the New Year water festival, only 20% had traveled to Thailand to experience it first hand.
A similar trend appeared for Loy Krathong, known as the ‘festival of lights’ with over 50% aware of the festival, yet only 16% having visited during the celebration.
An appetite for cultural experiences was detected with 70% of respondents praising Thailand's rich cultural value.
To learn more about the recent study by Sasin Management Consulting (SMC), see https://www.chula.ac.th/en/highlight/231879/
An appetite for cultural experiences was detected with 70% of respondents praising Thailand's rich cultural value.
To learn more about the recent study by Sasin Management Consulting (SMC), see https://www.chula.ac.th/en/highlight/231879/
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