Security and tourism infrastructure upgrades essential, ATTA says

He emphasised that while the Thai tourism sector is recovering this year, the country still faces numerous challenges and risks that must be addressed with caution.

Given the global economy’s uncertainties and vulnerabilities, it is impossible to do nothing and hope for the best during the final three months of the high season.

“Unpredictable circumstances may occur, causing Thailand to miss its target,” he pointed out.

He added that the country should be prepared to accept the possibility that its tourism industry will miss its revenue target of 3.5 trillion baht, noting that the most recent tourism spending figure is lower than the pre-Covid period, with an average of 46,000 baht per person per trip, down from 49,000 baht in 2019.

This shift demonstrates that the majority of tourists worldwide are still affected by decreasing purchasing power and the global economic slowdown. Another factor is the influx of tourists from short-term markets like Malaysia, who prefer to cross the border and stay for only 2-3 days.

Thapanee Kiatphaibool, governor of Thailand’s Tourism Authority, pledged to keep Thailand as a top tourist destination despite the fact that Japan benefits from yen depreciation, and Thais continue to travel and spend their money there. 

“TAT will focus on attracting foreign tourists to Thailand in the most effective way possible to meet the government’s target of 36.7 million visitors this year. Meanwhile, revenue must surge ahead to meet the total revenue target of 3.5 trillion baht. If we can keep the tourism shopping drive at 50,000 baht per person per trip, that will be considered satisfactory. TAT expects at least 40 million foreign tourists to visit Thailand by 2025,” she said.

Her remarks came ahead of the TAT’s key conference on its marketing direction and action plan, which will take place at the Queen Sirikit National Convention Centre from July 8 to 12. Following that, TAT will hold a press conference to unveil the country’s marketing roadmap for promoting the tourism industry and redefining the concept of “quality tourist”.

Previously, TAT defined the group as those who earned more than US$60,000 per year.

However, the updated study discovered that based on an analysis of this group’s current shopping behaviour, they would have 10% of their income left to spend on tourism, which is equivalent to $6,000 per year.

This prompted the TAT to reconsider its definition of a quality tourist as a “two-sided rich person.” The first side loves luxuries and eating well, whereas the second side is rich in conscience and pays more attention to environmental protection.

To support the growth of the country’s tourism industry, Chamnan Srisawat, president of the Tourism Council of Thailand, recommended that the government promote the issue to a national agenda item and declare next year as the “Year of Thai Tourism” in order to attract 40-45 million tourists to the kingdom.