Thailand to further boost high-value tourism

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The Tourism Authority of Thailand (TAT) continues to draw in high-value travellers in keeping with the implementation of Thailand’s national tourism strategy.

TAT recently reported that the number of long-haul international arrivals in the first quarter of this year continues to surge, pushing Thailand closer to its 2025 target of 39 million foreign arrivals, as well as a year-end revenue target of THB 2.23 billion.

As of 21st April, Thailand has already welcomed more than 11.35 million visitors per information from the country’s Immigration Bureau.

This performance has been driven in part by expanded airline seat capacity through TAT’s Airline Focus strategy, which partners with international carriers to increase flight frequencies and launch new routes. 

The long-haul market gets stronger

Long-haul markets showed particularly strong year-on-year growth: 

• United Kingdom – 423,324 
• Germany – 407,378 (+13.14%), 
• France – 364,262 (+22.65%), 
• United States – 379,472 (+12.83%), 
• Australia – 255,420 (+16.85%), 
• Israel – 131,958 (+97.43%), Italy – 114,808 (+28.6%), 
• The Netherlands – 94,074 (+17.88%), 
• Spain – 52,629 (+17.75%), and 
• Saudi Arabia – 43,356 (+15.26%).

This growth was attributed to the addition of new airlines bringing tourists to Thailand, including Alitalia (Italy–Bangkok), Condor (Frankfurt–Bangkok/Phuket), Evelop Airlines (Madrid–Bangkok), and Air Calédonie International (Paris–Bangkok).

Some airlines have also increased the frequency of their flights to the Thai capital, Iberojet (Madrid–Bangkok) and Norse Atlantic Airways (London Gatwick–Bangkok).

Forward bookings from long-haul markets remain strong for April to June, with continued momentum expected from the UK, Italy, Spain, Israel, and Russia.

However, TAT governor Thapanee Kiatphaibool pointed out: “We’re not just chasing numbers,  we’re shaping the future of Thai tourism. From wellness and yachting to global festivals and sport, we’re curating experiences that speak to today’s traveller, while building long-term value for the Thai economy and local communities.”

Driving sustainable growth

TAT is sharpening its promotional focus on high-potential, high-spending source markets to drive sustainable growth. 

Priority areas include long-haul markets across Europe (the UK, Germany, Italy, Israel, Sweden, Switzerland, Norway, Austria), the Americas (Argentina, Brazil), Oceania (Australia), the Middle East (Saudi Arabia, Kuwait), and Africa (South Africa), as well as key short-haul markets including Japan, South Korea, Taiwan, Malaysia, Singapore, Indonesia, India, and Sri Lanka.

Likewise, targeted efforts are being made to attract high-value tourists through health and wellness experiences, including Thai massage, spas, yoga, wellness cuisine, and holistic programmes which are especially popular among travellers from Europe, ASEAN, and the Middle East.

The yacht and superyacht segment is being developed for European, Australian, and Asia-Pacific markets, while sports and entertainment tourism is being actively promoted in Russia, Europe, the US, Australia, China, South Korea, and Japan. Additionally, the digital nomad and workation markets are being targeted in popular destinations such as Chiang Mai, Bangkok, Phuket, Ko Samui, Hua Hin, and Krabi.

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