The Thai government is trying to reposition its tourism brand and change the perception of "cheap destinations". Ms. Traisuree Taisaranakul - a spokeswoman for the Thai government said that she will require hotels to implement two pricing policies, in which foreign tourists pay the same price as before the Covid-19 pandemic, while Thai people still enjoy the discount.
“This is to maintain price and service standards for foreign tourists, which have affected Thailand’s tourism brand. Discounts are still applied to Thais to maintain the momentum of domestic tourism growth,” said Ms. Traisuree Taisaranakul.
Foreign tourists in Bangkok, Thailand on July 1. Source: AFP
Hotels in Thailand are still maintaining discount policies to attract guests back after the Covid-19 pandemic, especially in tourist centers such as Bangkok, Phuket, Krabi and Koh Samui. The Thai government will need to negotiate with the Thai Hotel Association on new pricing policies for international guests.
However, recently Thai Deputy Prime Minister Anutin Charnvirakul said that Thai hotels should limit too many discounts, in order to enhance the value of the country as a high-end tourist destination: "Don't let people come and stay in Thailand just because of cheap prices."
Thailand's Deputy Prime Minister wants to adopt the strategy of luxury brands, which is to "sell high-end products, the more expensive the more customers".
