“We are not particularly worried about the number of tourists because we want to generate more revenue per visitor. We are focusing on quality markets,” Nithee Seeprae, deputy director of the Tourism Authority of Thailand, told Bloomberg.
Become happier
The tourism authority is now focusing on marketing Thailand to travellers interested in healthcare, wellness travel, retreats, concerts and festivals. Niche areas such as golf, marathons and other sporting events are also being prioritised, as these visitors tend to stay longer and spend more money.
On the authority's website, luxury and well-being are highlighted in a video that entices tourists with the idea that they can "heal and become a warmer and happier version of themselves."
Today, visitors spend an average of about $1,500, equivalent to about 14,600 Swedish kronor, per trip. The authorities' goal is for that amount to rise to about $2,400, equivalent to 23,400 Swedish kronor.
Large volumes
But making a complete turnaround from mass tourism to fewer travellers who spend more will be difficult. Tourism accounts for about a fifth of Thailand's economy. The many hotels, restaurants, food markets, transport companies, dive shops and tour operators that have sprung up around it depend on large visitor volumes.
Nithee Seeprae at the tourism authority also emphasises that the new strategy is not about excluding travellers with limited budgets.
For Thailand, luxury is about meaningful and exclusive experiences. That is our new definition of luxury, says Nithee Seeprae.
