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Thailand’s tourism sector is undergoing a strategic transformation, with a clear pivot toward attracting high-value, high-spending tourists rather than focusing solely on volume. The Tourism Authority of Thailand (TAT) is keen to highlight the potential of the "Green Season" as a time not only for lush landscapes but also for the growth of premium international markets. This shift in focus has yielded strong results, particularly from European visitors, who are now driving the tourism revival during this typically quieter period.
According to Ms. Thapanee Kiatphaibool, the Governor of TAT, the month of June marked a period of remarkable growth across several markets, with European tourists leading the charge. The results are promising, especially as Thailand aims to accelerate its efforts towards the "Million Market" status, targeting sustainable, high-value growth in tourism.
European Markets Lead the Charge: A Growth of 13%
European travellers have shown significant interest during the Green Season, with the number of arrivals increasing by 13% overall. This includes strong showings from key countries such as Germany, Italy, and Switzerland. Germany, in particular, demonstrated an impressive 71% increase in tourist arrivals, solidifying its place as a key source market for Thailand.Italy and Switzerland followed closely behind, posting increases of 28% and 24%, respectively. This growth highlights a shift in tourist behaviour, with high-spending European travellers opting for Thailand’s more serene, less crowded Green Season to explore the country’s cultural, natural, and historical offerings.
Middle Eastern Markets: Exceptional Growth During Tourism Season
The Middle East has also seen a substantial tourism uptick, with Saudi Arabia leading the way. The region as a whole showed a 55% growth, with Saudi Arabia growing by 61%, Oman increasing by 54%, the UAE rising by 51%, and Israel seeing an impressive 32.49% increase in arrivals. This uptick comes as the Middle Eastern tourism season aligns with Thailand’s Green Season, offering an excellent opportunity for travellers seeking luxury and relaxation.Malaysia Surpasses China as the Top Source Market
One of the most notable shifts in Thailand’s tourism data is Malaysia overtaking China as the country’s leading source of foreign visitors for the first time in 13 years. Since early June, Malaysian tourist arrivals have surged by 13.22% compared to the same period last year. The trend suggests a renewed interest from Southeast Asia, as Malaysians increasingly choose Thailand for short getaways and longer stays.Emerging markets such as the Philippines also show significant promise, with arrivals from this region growing by 24%. These developments indicate Thailand’s growing appeal to its regional neighbours and highlight the resilience of the Southeast Asian tourism market.
Sustainable Growth: A Vision for the Future
TAT’s vision for the future is one of sustainable, "Value over Volume" growth, where quality tourism is prioritised. As part of this strategy, TAT has restructured its marketing efforts to focus on key destinations, both well-known and lesser-visited, ensuring that Thailand can continue to attract tourists without overwhelming popular areas.Strategic Initiatives to Support Growth
The Tourism Authority of Thailand is implementing a variety of initiatives to ensure that this growth remains steady and sustainable. In particular, the following strategies are expected to boost tourism across different markets:- United Kingdom: New partnerships with British Airways and Norse Atlantic Airways, which will offer increased flights between London and Bangkok, are set to bring in more first-time and repeat visitors. Joint promotions with British Airways and increased TUI UK services will further enhance this effort.
- Germany: TAT has teamed up with prominent German tour operators such as TUI and Condor to offer charter flights and campaigns targeting Gen Z, DINKs (dual-income, no kids), and LGBTQ markets. Celebrity familiarization trips will also be a key component of their promotions.
- Russia: TAT is collaborating with Russian tour operators to reach both primary and secondary cities across the country.
- France: Joint campaigns with companies like Carrefour Voyages and Lastminute.com will promote Thailand as a year-round destination, supported by TAT's participation in high-profile events such as the Cannes Yachts Show and the Wedding & Honeymoon Fair.
- United States: The “2 by 4 Global Amazing Month Campaign” will target American travellers, while sales campaigns with EVA Air via Expedia are aimed at increasing bookings for the upcoming months.
Creative Marketing for the Green Season
To boost the Green Season further, TAT is focusing on creative marketing strategies. Events, promotions, and initiatives targeting high-spending tourists during this time will encourage longer stays and higher per-capita spending. The goal is clear: to showcase Thailand not just as a beautiful destination, but as one that offers exceptional value to discerning travellers who seek more than just a traditional beach holiday.Looking to the Future: A Sustainable Tourism Strategy
The Green Season in Thailand is evolving into a significant period for high-end, sustainable tourism. With international arrivals from both established and emerging markets on the rise, Thailand is poised for a future of value-driven growth, where quality experiences are at the heart of the country’s tourism offerings.By focusing on sustainable practices and restructuring its tourism infrastructure to better support high-value visitors, Thailand is leading the way in transforming its tourism sector into one that benefits both visitors and local communities for years to come.
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