Japan dethrones Thailand as top tourist spot
Japan’s rise as a favoured tourist destination over Thailand is attributed to a weaker currency and its preparedness to welcome independent travellers. In response, tourism operators in Thailand are urging the government to enhance attractions and improve service quality to achieve the target of 40 million visitors.
For the first eleven months of this year, Japan received over 33.3 million foreign visitors, surpassing its previous record of 31.8 million in 2019, despite implementing measures against overtourism. Meanwhile, Thailand welcomed 32 million tourists during the same timeframe.
Japan anticipates closing this year with 35 million visitors, matching Thailand’s figures, although, in 2019, Thailand attracted nearly 10 million more tourists than Japan’s projected figures.
Adith Chairattananon, the honorary secretary-general of the Association of Thai Travel Agents, highlighted that Japan’s cities, both major and secondary, offer better facilities for independent tourists. These include excellent rail connectivity, safety, cleanliness, and an array of attractions.
Adith noted that the number of Thai tourists travelling to Japan surged to 1.3 million in 2019, up from around 400,000 when the visa requirement for Thais was lifted. There’s potential to reach 2 million in the coming years.
Japan continues to be a popular choice for Chinese tourists, despite the need for a visa. Should the visa requirement be removed, it could challenge Thailand’s status as a leading destination for Chinese tourists, alongside Macau and Hong Kong.
Cohesive tourism marketing
Adith pointed out that Japan’s tourism marketing is cohesive, with efforts aligned from the national government down to local agencies. Provincial tourism bodies actively participate in international travel fairs, such as the Thai International Travel Fair organised by the Thai Travel Agents Association.
Despite Thailand’s appeal with its natural attractions, warm hospitality, and rich culture, foreign tour operators observe a lack of new selling points. Adith sees potential for Thailand to develop new attractions and improve transportation to meet international standards, as well as employing creative strategies to attract tourists.
He referenced the Black Myth: Wukong online game’s success in China, which spurred domestic tourism to locations featured in the game. Visitors sought to collect in-game items, illustrating the power of creative marketing.
La-iad Bungsrithong, a board advisor for the Thai Hotels Association, commented on the growing competition and noted that Chiang Mai and Thailand are no longer top priorities for foreign tourists, highlighting the need for innovative development to add value.
Currently, tourism operators in Chiang Mai are concentrating on enhancing key events like the Flower Festival in February and Loy Krathong in November, alongside improvements to facilities, reported Bangkok Post.
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