Government pushes for a shift in strategy to elevate the country’s tourism offerings
BANGKOK – In an effort to position Thailand as a premium travel destination, government ministers have called on the tourism industry to move away from the practice of slashing prices to attract tourists. Instead, they are encouraging businesses to focus on enhancing the value of services to attract higher-end visitors.
Deputy Prime Minister Anutin Charnvirakul emphasised this shift in strategy during an event at Bangkok’s international airport, stating that Thailand should not be marketed simply as a “cheap” destination. “We cannot let people come to Thailand and say because it’s cheap,” he explained. “Instead, they should say ‘because it works, it’s reasonable’. That’s where we can increase value.”
Anutin drew a parallel with luxury fashion brand Louis Vuitton, advocating for a premium positioning: “Hold your ground. Sell premium. The more expensive, the more customers,” he remarked, echoing sentiments from the country’s tourism minister. He highlighted that luxury brands, such as Louis Vuitton, thrive on their exclusive appeal, suggesting Thailand should adopt a similar approach in its tourism sector.
Tourism Recovery and Long-term Strategy
After facing a dramatic decline in tourist numbers due to the COVID-19 pandemic, Thailand is recovering its tourism industry, with expectations of 10 million foreign arrivals in 2022. In 2019, the country had nearly 40 million visitors, generating 1.91 trillion baht (US$53.53 billion), which represented 11 per cent of the nation’s GDP. This marked a sharp contrast to the pandemic’s toll, with only 428,000 foreign tourists in 2021.
In an effort to attract high-net-worth individuals, Thailand also introduced a long-term visa programme earlier in 2022, targeting wealthy foreigners and skilled workers. This strategy aims to boost both the quality and spending of incoming tourists, offering an opportunity for Thailand to revitalise its tourism industry while positioning itself as a high-value destination for the future.
