The number of foreign tourists visiting Thailand in the first quarter exceeded expectations, topping 9 million. Thirty-six million tourists are expected for the year
The Tourism Authority of Thailand aims to attract more than 36 million foreign tourists in 2024, focusing on online marketing to reach an international audience and predicting that tourism revenue for the year will exceed 3.5 trillion baht.
Thailand welcomed 9.37 million foreign tourists in the first three months of this year, exceeding officials’ expectations. Khaosod reported, citing a statement by Tourism Authority chief Thapani Kiatphaibul, that the increase was due to tourists from Russia, China, Malaysia, and European countries.
The tourism authority expects international tourists to exceed 36 million for the year. Tourism revenue in 2024 is expected to exceed 3.5 trillion baht, including 1.92 trillion baht from international tourists and 1.08 trillion baht from domestic tourists. Revenue generated is considered a more important metric than the number of tourists.
The government has set a goal to position Thailand as a tourism hub to ensure sustainable economic growth in all dimensions. The focus is on developing quality tourism in major and minor provinces through soft power such as cuisine, culture, festivals, concerts, art exhibitions, films, sporting events and martial arts.
In 2024, the tourism administration will focus on revitalising tourism supply and demand, and the basic principle will be to create a new ecosystem that is valuable, balanced and sustainable. It will also strengthen the immunity and increase the stability of the tourism sector to move towards truly quality and sustainable tourism.
This includes attracting high-spending tourists, developing the supply chain with industry partners to prepare to receive quality tourists, and ensuring equitable and wide revenue distribution at the grassroots level.
The Tourism Authority of Thailand has launched a project called’ 365 Days of Wonders in Small Towns’ to develop tourism in secondary cities by 2024. The project cooperates with the public and private sectors to organise campaigns and activities to promote tourism in non-small towns.
The project includes showcasing Thai products and tourism based on the concept of ‘soft power’, reflecting the unique identity of small towns across the kingdom to attract tourists throughout the year.
Tourism revenue in secondary towns is estimated to increase by 10-15 percent in 2024 compared to 2023. This will lead to revenue sharing among tourism communities, stimulate the economic cycle in each province, and contribute to the country’s overall economic growth, leading to sustainable tourism development in the future.
In addition, a new tourism trend called ‘Digital Nomad’ refers to a group of people travelling and working simultaneously anywhere and anytime using modern digital technology. This trend is gaining popularity worldwide.
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