TAT’s marketing plan 2023 to revitalise Thai tourism towards high value and sustainable growth

Continuing to showcase thailand 5f, 4m soft-power foundations for the international market, and highlighting more responsible tourism routes for the domestic market..

Photo of TAT Newsroom

Bangkok, 18 July, 2022 – The Tourism Authority of Thailand (TAT) has announced the marketing plan for 2023 that will continue this year’s goal to revitalise and transform Thai tourism, while placing greater emphasis on the recovery of the tourism sector towards stronger and sustainable, more responsible, more digital and more inclusive tourism growth.

Staged in a hybrid meeting format, the annual TAT Action Plan for 2023 conference was presided over by H.E. Mr. Phiphat Ratchakitprakarn, Thailand’s Minister of Tourism and Sports. Also present at the event were Dr. Thosaporn Sirisumphand, TAT’s Chairman of the Board, and officials and figures from the Thai public and private tourism sectors, as well as members of the media.

Mr. Yuthasak Supasorn, TAT Governor, said, “TAT sees 2023 as a year of a new beginning for Thai tourism. Hence, we have outlined our marketing strategy for next year adhering to the TAT’s Corporate Plan 2023-2027, which aims to heighten the TAT’s position as the strategic leader in driving Thailand towards experience-based and sustainable tourism.
“TAT is committed to help revitalise and transform Thai tourism under our three strategic objectives, which are: to ‘drive demand’ for meaningful travel, to ‘shape supply’ by developing a new tourism ecosystem, and to ‘thrive for excellence’ by making the TAT a data-driven organisation. We believe this will heighten our goal for Thailand to achieve high value and sustainable tourism growth,” Mr. Yuthasak added.

TAT will continue to use the “Visit Thailand Year 2022-2023: Amazing New Chapters” as the communication strategies for the international market. Thailand will continue to be promoted as a world-class destination that offers something for everyone under the ‘From A-Z: Amazing Thailand Has It All’ concept. This will be showcased alongside the kingdom’s 5F, 4M soft-power foundations; namely, Food, Film, Fashion, Festival, Fight, Music, Museum, Master, and Meta.

Particularly for long-haul international market, TAT recognises 2023 as the ‘time is the new currency’ era. Therefore, emphasis will be placed on promoting Thailand as a year-round destination for health and wellness aficionados, families with kids, active seniors, and remote workers / teleworkers through co-promotions with leading brands. Strategic marketing activities will be launched in new source markets, including Saudi Arabia and the USA’s large secondary cities through partnerships with the airlines.

For the short-haul international market, TAT has outlined ‘The Great Resumption’ under the ‘2Qs, 5News’ strategy. The ‘2Qs’ are ‘Quick Win’ to drive back the demands of tourists and ‘Quality’ to achieve more numbers of revisits and higher trip expenditure. The ‘5News’ include ‘New Segments’ with growth potential, ‘New Areas’ for source tourist markets, ‘New Partners’ in existing markets, ‘New Infrastructure’ relating to travel and tourism, and ‘New Way’ of travel experiences that will focus on responsible tourism. TAT will also promote all points of entry into Thailand, via land, water, and air with an aim to reinstate more than 80% of the regional air seating capacity in 2019.

In addition, more collaborative partnerships will be formed between TAT and the airlines to help boost the international tourism business by increasing the air seating capacity to Thailand. Initially, this will focus on key source markets with no travel restrictions to drive the travel demand of high-disposable income groups (Millennials, Gen-X, and Silver-Age People), hyper-personalisation groups (health and wellness, sports tourism, and responsible tourism), and new segments (digital nomads and remote workers / teleworkers).

For the domestic market, TAT will focus on increasing the travel frequency of domestic tourists by promoting Thailand as a year-round destination under the ‘REAL’ strategy: Responsible Tourism, Extra-ordinary Experience, Avantgarde Marketing and Less for more Economy. Highlights of each of the five regions of Thailand will be promoted, including nostalgic experiences in the North for Multi-Gen Families, ‘Trend C2’ innovative routes in the Central Region for Gen-Y and Gen-Z, culinary and luxury tourism offers in the East for high-income Gen-Y and Millennial Families, Dharma – Nature – Culture routes in the Northeast for Gen-Y and employed people, and inclusive responsible tourism in the South. Moreover, TAT will promote secondary cities up and down Thailand.

TAT has formulated the marketing plan for 2023 adhering to the Thai government’s Bio-Circular-Green or BCG Economy Model, which is conforming to the United Nations Sustainable Development Goals (SDGs). The BCG model is being used to revive the tourism industry with the aim of safe, inclusive, and sustainable travel.

Moreover, to ‘thrive for excellence’ by making TAT a data-driven organisation, TAT will use the Thailand Tourism Virtual Mart (TTVM) via https://virtualmart.tourismthailand.org as the key online B2B platform for Thai tourism business and international  tourism operators.

“For 2023, TAT expects Thailand to generate a total tourism revenue of 1.73 trillion Baht with 970 billion Baht from the international market and 760 billion Baht from the domestic market, for base case scenario, and 2.38 trillion Baht with 1.50 trillion Baht from the international market and 880 billion Baht from the domestic market, for best case scenario. This represents about 80% of Thailand’s tourism performance in 2019,” Mr. Yuthasak concluded.

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“Year of Thai Tourism 2023” sets a revenue target of 2.38 trillion baht

“Year of Thai Tourism 2023” sets a revenue target of 2.38 trillion baht

     Thailand expects tourism income in 2023 to be at least 2.38 trillion baht

     The complete return of Thai tourism in 2023 is viewed as a new challenge for Thailand’s Tourism Authority, which must address the issue of revitalizing the economy through intensive tourism by setting a goal for the tourism industry in 2023 of generating income from tourism equal to 80% of the period prior to the outbreak of COVID-19 (2019). The number of foreign tourists is expected to reach 50%, or at least 20 million people, generating 2.38 trillion baht in tourism revenue.

     Promoting this year as “Thai Tourism Year 2023” for domestic tourism, while continuing to promote international tourism as “Visit Thailand Year 2023: Amazing New Chapters” are important driving mechanisms that will ensure that Thai tourism will recover in accordance with the goals, both in terms of income and qualitative changes, to become High-Value and Sustainable Tourism.

     Another task is to enhance the supply chain (“Shape Supply”) in line with experiential tourism by presenting tourism products and services such as Soft Power (5F: Food, Festival, Film, Fight, Fashion) and developing sustainability standards to offer a superior travel experience. “Create Meaningful Travel” is a policy to make Thailand a travel destination with many values and meanings, such as “Jai Rak,” having a good sense for the community and conservation of nature and the environment; “Impression,” the experience gained from quality travel products and services; and “Have a heart,” return to visit again when the opportunity arises.

     As for the promotion of the tourist market, TAT has set a strategy of Value Over Volume, giving weight to the proportion of quality over quantity. The domestic market will be focused on transforming “Thai Tiew Thai” (Thai people travel around Thailand), producing a new travel legend that will be an impressive Thai Tiew Thai Limited Edition. It also emphasizes its strengths as a Soft Power (5F) selling point and organizes large campaigns to stimulate tourism, such as the “365 Days of Wonder” project or “365 Wonders of Thailand: Visit Every Day” or “Travel 365 Wonderful Days in Thailand,” the 100-day project, Visit Thailand 2023, Amazing Thailand Festival Experience 2023, Thailand Tourism Promotion Project, and so on.

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Thailand Tourism Revenue Growth

  • Thailand Tourism Revenue grew 1.9 % YoY in Dec 2019, compared with an increase of 2.5 % YoY in the previous year
  • Thailand Tourism Revenue Growth rate data is updated yearly, available from Dec 1961 to Dec 2019
  • The data reached an all-time high of 93.1 % in Dec 1978 and a record low of -12.1 % in Dec 1976

View Thailand's Tourism Revenue Growth from 1961 to 2019 in the chart:

Thailand Tourism Revenue Growth

What was Thailand's Tourism Revenue Growth in 2019?

Thailand Tourism Revenue grew 1.9 % YoY in Dec 2019, compared with an increase of 2.5 % YoY in the previous year See the table below for more data.

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Thailand's employment rises in Q4 on increased tourism

Reporting by Orathai Sriring and Kitiphong Thaichareon; Editing by Kim Coghill, Kanupriya Kapoor

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Thailand’s tourism sector witnesses remarkable growth in 2023, ushers in new year with revenue surge

Tourism in Thailand

Thailand’s tourism sector soared in 2023, welcoming over 28 million foreign tourists and generating 1.2 trillion baht, with a 44% revenue surge during the New Year period.

Bangkok, Thailand – The Thai tourism industry has demonstrated a remarkable rebound in 2023, with the latest figures presented by Ms. Sudawan Wangsuphakijkosol , the Thai Minister of Tourism and Sports, indicating a significant influx of foreign tourists and a substantial increase in tourism revenue.

Surge in Foreign Tourist Arrivals

In 2023, Thailand welcomed over 28 million international visitors, generating an impressive income of more than 1.2 trillion baht. The primary contributors to this influx were Malaysia, China, South Korea, India, and Russia, with Malaysian tourists leading the pack.

However, a notable shift was observed in the final week of December 2023. Despite a slight 0.9% decrease in foreign tourist numbers compared to the preceding week, there was an increase in tourists from specific regions, particularly during the New Year celebrations and winter holidays.

Key Statistics and Trends

Top Five Source Countries: Malaysia (4,563,020 tourists), China (3,519,735 tourists), South Korea (1,658,688 tourists), India (1,626,720 tourists), and Russia (1,481,878 tourists). Weekly Fluctuations: The number of Russian and Chinese tourists increased by 12.84% and 4.95%, respectively, while the number of Malaysian, Korean, and Indian tourists saw a decrease.

A 44% Increase in Tourism Revenue

As the new year commenced, Thailand’s tourism revenue saw a remarkable 44% surge, attributed largely to the visa-free scheme and extended entertainment hours in key tourist areas. Thapanee Kiatphaiboon , Governor of the Tourism Authority of Thailand (TAT), highlighted that from December 22 to January 1, the country earned a staggering 54.4 billion baht (US$1,588,321,152), marking a significant year-on-year increase.

Boost in Visitor Expenditure and Domestic Travel

International Visitors: Thailand hosted 1.1 million visitors during this period, with their expenditure totaling approximately 41.7 billion baht (US$1,217,518,236). Domestic Travel: There was also an uptick in domestic travel, with Thais embarking on about 3.76 million domestic trips, contributing 12.7 billion baht (US$370,802,916) to the economy.

Celebratory Events and Hotel Occupancy

The TAT collaborated with various partners to host new year celebrations across several provinces. These events attracted 1.11 million domestic visitors and generated 4.7 billion baht (US$ 137,226,276) in revenue. Notably, hotel occupancy rates soared to an average of 82%, with Bangkok, Nakhon Ratchasima, and Chiang Mai being the most popular destinations.

Forward Outlook

The start of 2024 sets a promising precedent for Thailand’s tourism industry, a vital contributor to the nation’s economy. With initiatives like the visa-free scheme and extended entertainment hours, the TAT remains optimistic about sustaining this growth trajectory in 2024.

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Theodore Koumelis

Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.

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On February 26, 2022, the Meteorological Department announced “Heavy to very heavy rains and strong winds in the southern region”, according to announcement issue 8.

During February 26-27, 2022, an intense low-pressure cell covers Malaysia and the lower southern Thailand. In addition, the high-pressure area or intense cold air mass from China still extended to cover upper Thailand and the South China Sea. As a result, the easterly and northeasterly winds that prevailed over the Gulf of Thailand and the South became strong, causing heavy to very heavy rainfall in the South in Chumphon, Surat Thani, Nakhon Si Thammarat, Phatthalung, Songkhla, Pattani, Yala, Narathiwat, Ranong, Phang Nga, Phuket, Krabi, Trang, and Satun. People in the area should beware of the danger of heavy to very heavy rains and cumulative rains, which may cause flash floods.

The wind waves in the Gulf of Thailand and the Andaman Sea are quite strong. The upper Gulf of Thailand has a wave height of about 2 meters, the lower Gulf of Thailand with a wave height of 2-3 meters, in some areas with thunderstorms with a wave height of more than 3 meters, and the Andaman Sea with a wave height of 1-2 meters. On the east side, beware of strong winds blowing towards the shore.

The sailors should sail with caution, and avoid sailing in thunderstorm areas. Small boats in the Gulf of Thailand should also stay ashore during this period. Therefore, people are asked to follow the announcements from the Meteorological Department, and the information from the Meteorological Department website or call 0-2399-4012-13 and 1182, available 24 hours a day.

In the south of Thailand, there are seasonal variations depending on which coast you happen to be on. Additionally, the southern provinces only really have two seasons: wet and dry. The Gulf Coast is dry between January and August, while the dry season on the Andaman Coast runs from November to March.

Thailand Unveils Ambitious 2024 Tourism Revenue Targets

In a strategic move to fortify the tourism sector, the Tourism Authority of Thailand (TAT) has unveiled ambitious revenue targets for 2024. With a goal set at 3.5 trillion baht, TAT aims to generate 2.5 trillion baht from international tourists and an additional 1 trillion baht from domestic tourism.

TAT Governor Thapanee Kiatphaibool, in an official announcement, highlighted the agency’s comprehensive plans to elevate the quality of tourism and promote sustainable practices. The initiatives include a deliberate focus on boosting tourism in secondary cities and reducing dependence on any single market. Thapanee Kiatphaibool went on to unveil the forthcoming “365 Days, Marvellous Thailand Every Day” campaign, designed to stimulate more frequent and diverse domestic travel.

Collaboration with the Thai Chamber of Commerce stands out as a key element in the TAT strategy. The joint efforts are geared towards uplifting 10 secondary cities, building upon the impressive statistics of the first 9 months of 2023. During this period, Thailand witnessed 73.32 million domestic tourist visits, generating a substantial revenue of 169.608 billion baht.

For international tourism, TAT’s multifaceted approach encompasses sustainable branding, new market exploration, strategic partnerships, improved transportation connectivity, and robust digital marketing efforts. A primary objective is the resurgence of Chinese tourists, with a specific target of 8.2 million arrivals in 2024. Despite the emphasis on the Chinese market, TAT is adopting a diversified strategy by extending its focus to other key markets, including Malaysia, India, Russia, Taiwan, and emerging markets such as Saudi Arabia and Southeast Asian countries.

In an effort to maintain transparency and align with journalistic standards, official sources suggest that TAT’s revenue target announcement was made by Thapanee Kiatphaibool, the TAT Governor, during the recent press conference. The collaboration with the Thai Chamber of Commerce was also emphasized as a critical step towards achieving the outlined goals.

As Thailand looks forward to a reinvigorated tourism landscape, officials and stakeholders remain cautiously optimistic about the proposed strategies. The emphasis on sustainability, diversification, and collaboration underscores a proactive approach by the TAT in navigating the complexities of the global tourism industry.

Editorial Staff

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Thailand's Employment Rises in Q4 on Increased Tourism

Thailand's Employment Rises in Q4 on Increased Tourism

Reuters

FILE PHOTO: A woman works in a restaurant in Bangkok, Thailand September 11, 2023. Thailand's new government approved a raft of policies to lower the cost of living, suspend farmers' debts, draw more tourists and boost incomes. REUTERS/Jorge Silva/File Photo

BANGKOK (Reuters) - Thailand's employment rose 1.7% in the final quarter of 2023 from a year earlier, helped by the tourism sector, after a 1.3% year-on-year increase in the previous quarter, the state planning agency said on Monday.

Jobs in the hotel and restaurant sector rose 8% annually in the final quarter of 2023 as the number of tourists increased, the National Economic and Social Development Council said in a statement.

The jobless rate dropped to 0.81% in the October-December period versus 0.99% in the prior three months, the agency said.

Thailand's definition of unemployment is narrow, however, and counts as jobless those who do not work a single hour in a surveyed week. Analysts say the figures do not catch Thailand's significant unofficial economy.

In the fourth quarter of 2023, Thailand had a workforce of 40.7 million, up from 40.5 million in the prior quarter, the planning agency said.

(Reporting by Orathai Sriring and Kitiphong Thaichareon; Editing by Kim Coghill, Kanupriya Kapoor)

Copyright 2024 Thomson Reuters .

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October 2023

January to August 2023

Figures represent preliminary values. According to the source, Thai visitors refer to Thais who visited the region for both leisure and business purposes. One Thai baht equals 0.027 U.S. dollars and 0.026 euros as of October 2023. The figures have been rounded.

Other statistics on the topic Tourism industry in Thailand

Travel, Tourism & Hospitality

  • Value of tourism GDP Thailand 2017-2021
  • Number of local tourists Thailand 2023
  • International tourist arrivals revenue Thailand 2023

Leisure Travel

  • Number of international visitors Thailand 2023, by region of origin

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Statistics on " Tourism industry in Thailand "

  • Number of quarterly foreign visitors Thailand Q1 2021-Q4 2022
  • Size of employment in tourism sector Thailand 2017-2021
  • Direct contribution of tourism to gross domestic product Thailand 2017-2021
  • Indirect contribution of tourism to gross domestic product Thailand 2017-2021
  • Value of tourism tax Thailand 2017-2021
  • Local tourists revenue Thailand 2023
  • Tourism receipts from international visitors Thailand 2020, by region of origin
  • Number of foreign visitors Thailand 2023, by region
  • Revenue generated from foreign visitors Thailand 2023, by region
  • Number of traveling locals Thailand 2023, by region
  • Share of foreign visitors to total guests of accommodations Thailand 2015-2022
  • Share of foreign visitors to total guests of accommodations Thailand 2022, by region
  • Advance reservation rate of accommodations Thailand 2015-2022
  • ADR of accommodations Thailand 2015-2022
  • Popular accommodations for Thais when travelling Thailand Q2 2021
  • Estimated CI in tourism industry Thailand Q1 2023, by type of business
  • Opinions on lifted COVID-19 restrictions on eagerness to travel Thailand 2022
  • Opinions on public tourism promotions on eagerness to travel Thailand 2022
  • Main reasons of not wanting to travel Thailand 2022
  • Chosen transportations for traveling Thailand 2022
  • Main worries when travelling Thailand 2022

Other statistics that may interest you Tourism industry in Thailand

  • Premium Statistic Value of tourism GDP Thailand 2017-2021
  • Basic Statistic Number of quarterly foreign visitors Thailand Q1 2021-Q4 2022
  • Premium Statistic Number of local tourists Thailand 2023
  • Premium Statistic Size of employment in tourism sector Thailand 2017-2021

Economic impact

  • Premium Statistic Direct contribution of tourism to gross domestic product Thailand 2017-2021
  • Premium Statistic Indirect contribution of tourism to gross domestic product Thailand 2017-2021
  • Premium Statistic Value of tourism tax Thailand 2017-2021
  • Premium Statistic International tourist arrivals revenue Thailand 2023
  • Premium Statistic Local tourists revenue Thailand 2023
  • Premium Statistic Tourism receipts from international visitors Thailand 2020, by region of origin
  • Premium Statistic Number of international visitors Thailand 2023, by region of origin
  • Premium Statistic Number of foreign visitors Thailand 2023, by region
  • Premium Statistic Revenue generated from foreign visitors Thailand 2023, by region
  • Premium Statistic Number of traveling locals Thailand 2023, by region
  • Premium Statistic Revenue generated from traveling locals Thailand 2023, by region

Accommodation

  • Premium Statistic Share of foreign visitors to total guests of accommodations Thailand 2015-2022
  • Premium Statistic Share of foreign visitors to total guests of accommodations Thailand 2022, by region
  • Premium Statistic Advance reservation rate of accommodations Thailand 2015-2022
  • Premium Statistic ADR of accommodations Thailand 2015-2022
  • Premium Statistic Popular accommodations for Thais when travelling Thailand Q2 2021

Tourist perspectives

  • Premium Statistic Estimated CI in tourism industry Thailand Q1 2023, by type of business
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nationthailand

Nearly 12 million foreign tourists visited Thailand last year

Nearly 12 million foreign tourists visited Thailand last year

As many as 11.81 million foreign tourists visited Thailand last year, the Tourism Authority of Thailand (TAT) said on Tuesday.

Thai and foreign travellers were expected to generate 1.5 trillion baht in tourism revenue for the country last year, TAT Governor Yuthasak Supasorn said.

He said most foreign visitors last year came from Malaysia (1.95 million), followed by India (965,994), Laos (844,959), Cambodia (591,657) and Singapore (589,770).

Most foreign visitors entered Thailand via Suvarnabhumi Airport (6.09 million), followed by Phuket International Airport (1.56 million), Don Mueang International Airport (972,614), Sadao Border Checkpoint (729,976) and Nong Khai Border Checkpoint (348,529).

Yuthasak Supasorn

"TAT aims to attract at least 25 million foreign travellers to Thailand this year, generating 2.38 trillion baht in tourism revenue," he said.

Yuthasak expects at least 5 million Chinese tourists to visit Thailand this year once the country lifts travel restrictions from January 8 onwards. He also expects around 300,000 Chinese tourists to visit Thailand in the first three months of this year.

"Chinese tourists are expected to begin their trips after January 15," he said, adding that independent Chinese travellers would arrive in Thailand earlier than other groups of Chinese tourists.

He said Thailand would take care of Chinese tourists based on hygiene and safety similar to other foreign visitors.

Nearly 12 million foreign tourists visited Thailand last year

So far, Japan, India, Italy, Malaysia, South Korea, Spain, Taiwan and the US have imposed tighter requirements, including negative Covid tests on travellers from China, where infection rates are soaring. However, Thailand has not tightened rules for Chinese visitors, its biggest overseas market before the pandemic struck in 2020.

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  • Sharp jump in spending by Thais on parties and travel during New Year holidays, poll shows
  • Phuket tourism revs up, 12 million arrivals expected this year

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The Bangkok Post

THAI reports B28.1bn net profit

Thai Airways International (THAI) reported a jump in revenue and logged a net profit of 28.1 billion baht last year due to a recovery in the aviation and tourism sectors and a significant increase in passenger travel demand.

Piyasvasti Amranand, chairman of THAI's committee overseeing the airline's rehabilitation, said the total revenue, excluding one-time transactions, amounted to 161 billion baht last year, mainly due to a 79.3% jump in passenger revenue. The airline's cash flow exceeded 67 billion baht, so it had the liquidity to continue its business operations and service debts stipulated in its rehabilitation plan, said Mr Piyasvasti.

"THAI's total debt is 120 billion baht, with the first repayment of 10 billion baht to be made this year. We must repay it in 12 instalments. Considering THAI's financial performance, the airline can service its debts," he said.

Mr Piyasvasti also said the airline is expected to file for the resumption of trading of THAI shares on the Stock Exchange of Thailand within the next year, noting that earnings before interest, tax, depreciation, and amortisation after deducting aircraft lease payments are higher than the projection in the rehabilitation plan.

The SET suspended the trading of THAI shares in May 2021 due to the risk of de-listing because of negative equity and signs of non-compliance. The company has until 2025 to resolve the issues.

THAI recently confirmed it had placed an order with Boeing for at least 45 aircraft, which would be added to the fleet between 2027 and 2033.

"The fleet will not be paid by the taxpayers' money. THAI didn't receive a single baht from the government during the Covid-19 pandemic," he said.

Chai Eamsiri, THAI's chief executive officer, said the aircraft acquisition programme is a pure business decision to support the airline's business while noting that the company has yet to decide if it opts to pay with cash.

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