The recovery of tourism after the COVID-19 pandemic is an important task for the Tourism Authority of Thailand (TAT). TAT estimates that between 30 million and 35 million foreign tourists will arrive in the Kingdom in 2024, generating an income of 3 trillion baht. This means a full recovery of tourist flow to pre-COVID 2019 levels. TAT Chief Executive Yuthasak Supasorn noted that the recovery is expected due to an increase in spending by holidaymakers to travel around the country.
As part of the government's policy to stimulate economic recovery through tourism, the Tourism Authority has decided to launch the "Travel to Thailand 2023: New Discoveries" campaign. The main goal of TAT is to restore the tourism industry this year to at least 80% of the level of 2019, with an expected maximum revenue of 2.38 trillion baht.
The changing behavior of tourists in the wake of the COVID-19 pandemic has played a significant role in travel decisions. Now tourists and locals prefer to travel around the country, visit relatives and go shopping. Shopping is one of the main sources of income for Thailand and can contribute to the continued recovery of the tourism industry. In addition, people have become more concerned about their health, which has led to an increasing interest in health tourism. Tourists are now looking for new perspectives and meaningful experiences through travel.
Cooperation between TAT and Visa to stimulate tourism
In order to achieve the set goals and promote cooperation with partners and stakeholders in the tourism industry, TAT has entered into a cooperation agreement with Visa to promote tourism in Thailand under the "Visit Thailand in 2023" project.
The one-year partnership is aimed at attracting tourists with high budgets and promoting health tourism among tourists actively traveling around the country, the head of TAT said. Cooperation covers four main areas:
- Organization of events and development of tourism products and services under two main projects from March to September 2023: Thailand Amazing Sale to promote shopping and incentivize spending by foreign and Thai tourists, and to strengthen the image of Thailand as one of the top five destinations for shopping and health tourism.
- Promoting tourism products and services with influencers to raise awareness and attract specific groups of tourists to visit Thailand.
- Increasing the number of tourists from potential markets with good economic recovery indicators, especially from nearby countries such as China, Malaysia, India and South Korea, in cooperation with partner agencies and airlines.
- Create marketing opportunities for project partners and provide benefits to Visa cardholders to encourage spending and travel by both Thai and foreign tourists.
Visa's Asia Pacific Head of Marketing, Danielle Chin, said: "We are seeing a strong recovery in the travel industry this year, with a growing number of tourists visiting Thailand and the solid foundation of relationships we have built over the past two decades. We are pleased support TAT in using data innovation, expertise and global network to strategically plan and implement various projects. We hope this collaboration will be another catalyst to promote Thailand's tourism industry and support the country's long-term economic growth."
The Future of Tourism in Thailand: New Chapters and Perspectives
The recovery of tourism in Thailand and the expected return to pre-COVID-19 levels offer new prospects for the industry. Increased travel spending, preference for outdoor activities, weekend visits to relatives, and shopping all point to a change in tourist behavior.
There has also been an increase in interest in health tourism as tourists seek deeper and more meaningful experiences while traveling. Tourism organizations and partners in Thailand are actively working to develop and promote new tourism products and services, as well as hosting events to attract tourists with high budgets.
After a long period of tourism lull due to the COVID-19 pandemic, Thailand is ready to welcome tourists from all over the world and offer them unique and unforgettable experiences. "Visit Thailand in 2023" is the country's invitation to restore tourism and open new pages in its history.
Author of the article: Ekaterina Antonova
