The Tourism Authority of Thailand (TAT) is currently re-evaluating its ambitious target for international tourists after witnessing a significant 30% decline in Chinese visitors. In a bid to revitalize tourism, TAT is plowing a generous 2 billion baht into the “We Travel Together” campaign, which is set to kick off next month. On May 8, at the third annual Capital Market Meets the Government event hosted by the Thai Capital Market Business Council (FETCO), Teerasak Thepensri, TAT’s Deputy Governor for Policy and Planning, hinted at a possible revision of the expected 37.46 million foreign tourists and 3.4 trillion baht revenue, possibly scaling it back to around 35.54 million tourists—numbers reminiscent of yesteryear.
The outlook, it seems, isn’t very rosy. The first four months of the year (January to April) reflected a 20% slip in tourists from Northeast Asia, spearheaded by a staggering 30% drop in Chinese visitors. This slump contributed to a minor 0.2% dip in overall foreign tourists compared to the same period last year. Speculations suggest that Thailand’s perceived safety issues, accentuated by events like the troublesome Xing Xing kidnapping, the unnerving whispers about grey businesses, tales of organ theft and an unsettling string of natural calamities, have all but planted seeds of doubt in travellers from China, Taiwan, Hong Kong, and South Korea.
Moreover, the fierce competition from neighbors like Japan, China, Vietnam, and Laos offering enticing free visas has progressively lured potential tourists away from Thailand. Environmental woes, including untimely natural disasters and the pervasive PM2.5 haze, have also played their part in steering health-conscious tourists and families with young children elsewhere.
Interestingly, the majority of the Chinese tourists gracing Thailand’s shores now are Free Independent Travellers (FIT), leaving a noticeable void of tour groups from smaller cities. Yet, there’s a silver lining: Long-haul visitors hailing from Europe have increased by a commendable 16% in the initial four months, with these European tourists choosing to indulge in wellness activities as opposed to the usual shopping sprees. Their stay spans a generous 15-20 days, injecting life into the lifecycle of local hospitality businesses. As a result, the revenue for this year is expected to inch upwards from last year’s 2.97 trillion baht.
To tackle these challenges and reposition Thailand as a go-to destination, TAT has weaved an ambitious strategy. This includes enhancing safety perceptions through the kaleidoscope of social media, and promoting charm-filled charter flights and incentivized groups from secondary cities. They also aim to ramp up FIT travel by joining forces with Online Travel Agencies (OTAs) and travel companies, casting a net over families and millennials. Commemorating 50 years of diplomatic ties with China, TAT is gearing up for a jubilant celebration.
In a bid to counterbalance the dip in Chinese tourists, TAT is targeting nine proximate markets alongside 15 long-haul ones, ensuring the spotlight firmly remains on quality leisure, family, and incentive travel. TAT is eagerly eyeing countries such as Indonesia, the Philippines, Singapore, India, and Sri Lanka, as well as European nations as emerging markets. A targeted spotlight is also on lucrative segments like health and wellness tourism, yachting, sports, and digital nomads, drawing visitors from the Middle East, India, and Europe.
A cutting-edge 360-degree communication approach has been orchestrated by TAT, encompassing both online and offline channels, with immersive events peppered throughout the year to magnetize tourists. Domestically, the TAT seeks to sprinkle income across secondary cities, a tactic contrived to unravel the usual congestion, accentuating the allure of weekday travel and painting a vivid image of “Instant Happiness in Thailand.”
The “We Travel Together” initiative is slated to roll out from June through September or October, dovetailing with the rainy season and school holidays. With a strategic budget of 2 billion baht at its disposal, TAT is poised to beckon Thai tourists with appealing weekday deals subsidized by the government, a piece of news that KhaoSod has eagerly reported.
On the horizon lie plans for 600,000 entitlements and a suite of stricter regulations to thwart room price jacks and deceit, addressing hiccups faced in past projects. As the year unfolds, key issues warranting close attention include the simmering US-China trade war, the frosty India-Pakistan relations, evolving US tax measures, and relentless efforts to reinstate confidence in Thailand’s safety panorama, with the fervent hope of preventing a repeat of prior incidences.
It’s disheartening to see the decline in Chinese visitors to Thailand. Safety concerns are valid, but isn’t the media exaggerating these issues a bit?
I agree that media sometimes blows things out of proportion. But safety concerns are real and TAT should focus more on addressing those.
The media plays a role, but TAT can’t blame them completely for failing to address long-standing issues like safety.
Totally! Media always paints such a dramatic picture, I think Thailand’s still an incredible place to visit regardless.
Diversifying the tourist base is a smart move by TAT. But will these efforts really pay off given current global tensions?
That’s a good point. With so many geopolitical issues, TAT has its work cut out for it to attract other markets.
Precisely, and don’t forget the fierce competition from neighboring countries like Vietnam and Japan.
Yeah, it’s not just about convincing people Thailand is safe, it’s about being more attractive than the competition.
Am I the only one worried about the environmental impact of increasing tourism? PM2.5 levels and natural disasters should be a bigger priority for TAT.
You’re spot on! Long-term tourism requires a sustainable approach or it won’t last.
Exactly, without a healthy environment, what’s the point of visiting these beautiful places?
I think the focus on long-haul European tourists is wise. They spend more and stay longer!
True! But the risks of ignoring Chinese tourists might backfire too.
Sure, but Europe has less complicated political and safety issues. It’s like hedge funding!
TAT really needs to crack down on issues affecting safety perceptions, it’s crucial for regaining trust.
Agreed! Transparency and strong enforcement could go a long way in improving their reputation.
Yeah, let’s hope they learn from past mistakes and actually implement these changes effectively.
The ‘We Travel Together’ campaign sounds promising for families looking for budget-friendly options. Hope it really pays off.
It’s great for locals, but what about international tourists looking for similar deals?
The focus on health, wellness, and sports tourism is a brilliant idea. It definitely appeals to niche markets.
Absolutely, and it could attract a different type of traveler, like digital nomads too.
I think it’s more important for Thailand to revise their strategies and focus on safety measures before spending billions on promotions.
I think their marketing is addressing safety by emphasizing charm and wellness. Sometimes perception is half the battle.
Japan and Vietnam offering free visas is a huge threat to Thailand. TAT needs a counter-strategy, stat!
Thailand definitely needs to tackle its ‘safety perception.’ Too much sketchy info floating around.
Encouraging local travel through the ‘We Travel Together’ initiative is a smart move. Local tourism during rainy months can be underrated.
As a Chinese traveler, it feels sad to see political issues influencing travel choices. Hopefully, this improves.
The PM2.5 issue needs urgent action. Otherwise, it’ll hinder any efforts to attract families and health-conscious travelers.
Right? It’s high time they tackle this problem head-on if they want sustainable tourism.
While it’s great they’re focusing on quality tourism, quantity is also important. Hope they find a balance.
Totally, because relying on just a few markets like Europe could be risky.