Thailand targets 36.7 million tourists in 2024 despite challenges
The Tourism Authority of Thailand (TAT) predicts a steady growth in international tourists for the fourth quarter of 2024, despite recent flooding in the country. The initial concern was that such natural disasters might deter visitors. However, the influx, particularly from Chinese tourists during China’s National Day holiday, has surpassed expectations.
To achieve the target of 36.7 million international tourists by the end of the year, an increase of 20% from the previous year’s 7.9 million is required. TAT is managing various risks that might affect tourism, such as natural disasters, a strong baht, or a weak yen, which might make Japan a more attractive destination. The organisation has prepared plans to attract more Japanese tourists, focusing on new segments like working housewives, families, and first-time passport holders.
Private sector concerns about the strong baht persist, and if the currency remains strong, it could impact the tourism industry. However, if it stabilises at around 33 baht per US dollar, the situation is manageable. Throughout November, TAT will host the Thailand Privilege event to attract tourists, promoting the Five Must-Do Thailand experiences. Additionally, TAT has already distributed passports to 100,000 Chinese tourists to encourage visits.
Sorawong Thienthong, Minister of Tourism and Sports, emphasises increasing foreign investments, particularly those related to the tourism industry. This includes events like Formula One races, entertainment complexes, and large-scale events, all aimed at boosting tourism. By encouraging private sector investments, Thailand aims to ensure positive outcomes for its tourism sector.
Particular focus is on promoting tourist-friendly cities like Buriram, which has hosted MotoGP races for several years. Such events boost investor confidence in developing local establishments like hotels. The aim is to continue organising events that enhance investor confidence and sustain tourism growth, reported KhaoSod.
In related news, Thailand is pulling out all the stops to reclaim its crown as a world-class tourism destination.
In a high-profile meeting yesterday, October 3, at the Dusit Thani Bangkok, the Tourism and Sports Ministry, along with the TAT, unveiled their ambitious plans to attract more tourists to the Land of Smiles. With representatives from TAT’s 74 domestic and international offices in attendance, the stakes couldn’t be higher.
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