Thailand’s tourism tango: TAT’s mixed bag predicts foreign tourist influx but warns of a 400 billion baht revenue remix

The Tourism Authority of Thailand (TAT) released a mixed bag of updates, hinting at a potential foreign tourist surge but cautioning about a colossal revenue shortfall of 400 billion baht.

TAT Governor Thapanee Kiatphaibool revealed that Thailand hosted 25.8 million foreign tourists from January to November this year, inching close to the 27 million target. However, with the high season approaching, an additional 2 million tourists in December could tip the scale beyond expectations.

While international optimism flickers, the domestic front tells a different story. Thai travellers smashed records, clocking 228 million trips, surpassing the initial goal of 200 million trips for the year. The revenue stands at a staggering 800 billion baht, defying expectations.

The thorns in Thailand’s tourism bouquet? Global economic woes and air travel grappling to regain its pre-pandemic glory. The shadow looms large over long-haul travellers, especially from European shores, resulting in a noticeable dip in tourism revenue.

A significant dent in the Chinese tourist numbers is imminent, with a projected fall from 4.04 million to 3.4 million due to China’s economic woes. The government’s domestic tourism push further exacerbates the situation, redirecting Chinese travellers to explore domestic destinations with a staggering 900 million trips recorded.

Unfazed by the challenges, TAT charts a strategic course to rejuvenate tourism and bolster revenue in 2024.

TAT plans to extend the stay duration for tourists from the Commonwealth of Independent States (CIS) to 90 days and discuss multiple-entry visas. The visa exemptions for Chinese tourists might also receive an extension, given their positive impact on spending, reported The Nation.

Efforts to lure tourists involve the promotion of festivals and targeting high-quality groups like health and wellness enthusiasts, cruise ship aficionados, and luxury boat travellers.

To surpass the 3 trillion baht target, TAT focuses on policies encouraging longer stays and higher spending. The goal for Chinese tourists in 2024? An ambitious 8.5 million visitors.