Enough already about the high-value tourist

[reader]

TBH, I'm getting annoyed with the Tourism Authority's objective of chasing after "high-value" tourists. I acknowledge that all nations prefer the wealthy but the facts don't support Thailand's quest. Thailand rocketed into the leading tourist destination in SE Asia over the last few decades by offering relatively low-cost vacations to tourists from across the globe. Hotels and eateries in all prices ranges sprung up to accommodate them. If the Tourism Authority was to realize its goal, however, who'd be left to book those low and mid-priced hotels or eat and drink at the vendors or beer gardens that cater to the average international tourist. White Lotus was a great promotional series but those depicted hardly represent the average visitor who have made Thailand the success that it has become..

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From Tourism Authority of Thailand (TAT)

The Tourism Authority of Thailand (TAT) has reported strong growth in long-haul international arrivals in early 2025, as it steps up efforts to attract high-value travellers in line with national tourism strategy — driving toward its year-end target of 39 million visitors and 2.23 trillion Baht in revenue.

From 1 January to 21 April 2025, Thailand welcomed over 11.35 million visitors, according to the Immigration Bureau. Long-haul markets showed particularly strong year-on-year growth: the United Kingdom – 423,324 (+20.61%), Germany – 407,378 (+13.14%), France – 364,262 (+22.65%), the United States – 379,472 (+12.83%), Australia – 255,420 (+16.85%), Israel – 131,958 (+97.43%), Italy – 114,808 (+28.6%), the Netherlands – 94,074 (+17.88%), Spain – 52,629 (+17.75%), and Saudi Arabia – 43,356 (+15.26%).

This performance has been driven in part by expanded airline seat capacity through TAT’s Airline Focus strategy, which partners with international carriers to increase flight frequencies and launch new routes. Recent additions include Alitalia (Italy–Bangkok), Condor (Frankfurt–Bangkok/Phuket), Evelop Airlines (Madrid–Bangkok), and Air Calédonie International (Paris–Bangkok), alongside frequency increases from Iberojet (Madrid–Bangkok) and Norse Atlantic Airways (London Gatwick–Bangkok).

Forward bookings from long-haul markets remain strong for April to June, with continued momentum expected from the UK, Italy, Spain, Israel, and Russia.

TAT is sharpening its promotional focus on high-potential, high-spending source markets to drive sustainable growth. Priority areas include long-haul markets across Europe (the UK, Germany, Italy, Israel, Sweden, Switzerland, Norway, Austria), the Americas (Argentina, Brazil), Oceania (Australia), the Middle East (Saudi Arabia, Kuwait), and Africa (South Africa), as well as key short-haul markets including Japan, South Korea, Taiwan, Malaysia, Singapore, Indonesia, India, and Sri Lanka.

Targeted efforts are being made to attract high-value tourists through health and wellness experiences, including Thai massage, spas, yoga, wellness cuisine, and holistic programmes — especially popular among travellers from Europe, ASEAN, and the Middle East.

The yacht and superyacht segment is being developed for European, Australian, and Asia-Pacific markets, while sports and entertainment tourism — including golf, marathons, trail running, Muay Thai, diving, and cycling — is being actively promoted in Russia, Europe, the US, Australia, China, South Korea, and Japan. Additionally, the digital nomad and workation markets are being targeted in popular destinations such as Chiang Mai, Bangkok, Phuket, Ko Samui, Hua Hin, and Krabi.

Continues at

https://www.tatnews.org/2025/04/thailand-targets-high-value-travellers-to-fuel-long-haul-tourism-growth/

[PeterRS]

12 hours ago, reader said:

This performance has been driven in part by expanded airline seat capacity through TAT’s Airline Focus strategy, which partners with international carriers to increase flight frequencies and launch new routes. Recent additions include Alitalia (Italy–Bangkok), Condor (Frankfurt–Bangkok/Phuket), Evelop Airlines (Madrid–Bangkok), and Air Calédonie International (Paris–Bangkok), alongside frequency increases from Iberojet (Madrid–Bangkok) and Norse Atlantic Airways (London Gatwick–Bangkok).

How strange that TAT expects largely second tier low cost airlines to bring in "high value" travellers!