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Thailand Sets Sights on Boosting Long-Haul Tourism Revenue
Published: August 15, 2023 at 8:53 pm
Thailand officials have unveiled its revamped tourism strategy focusing on attracting long-haul travelers from Europe, the United States, and the Middle East. The shift in policy comes as the nation targets a tourism revenue of $1.62 trillion by the end of 2023.
Data underscores the potential of this market segment. Travelers from these regions tend to stay longer and spend more. Statistics from the first half of 2023 reveal:
European visitors: 2,933,660 arrivals, spending an average of 19.40 days and 71,718 baht per person.
American visitors: 620,474 arrivals, spending an average of 15.26 days and 76,297 baht per person.
Middle Eastern visitors: 231,206 arrivals, with those from Saudi Arabia leading the pack at 75,652 visitors. These travelers stay an average of 16.17 days, spending 99,172 baht per person.
The year 2023 is set to see over 7 million long-haul visitors, translating to potential revenue of over 600 billion Baht.
To solidify its foothold in the U.S., the Tourism Authority of Thailand (TAT) plans to open a new office in Chicago, complementing its existing presence in New York and Los Angeles. The move aims to cater to American and Canadian tourists and those on charter vacations.
Furthermore, recognizing the emerging potential of the Middle Eastern market, especially post the diplomatic normalization with Saudi Arabia in 2022, TAT is also set to open an office in Riyadh. This strategic decision is intended to attract tourists from the Middle East and North Africa regions.
Beyond mere numbers, the Thai government emphasizes a holistic approach. Deputy Government Spokesperson Rachada Dhanadirek reaffirmed the government’s commitment to promoting sustainable, balanced, and eco-friendly tourism, ensuring that Thailand remains a premier global destination while also attending to the diverse needs of its international visitors.