By early 2024, Thailand aims to generate total revenue of 3.5 trillion baht (US$100 billion) - including 2.5 trillion baht from international tourists and 1 trillion baht from domestic tourists.
To do so, authorities have drawn up guidelines to adjust domestic marketing plans for this year and next. The Tourism Authority of Thailand also plans to address weaknesses in the government’s plans to promote tourism in secondary areas.
In the domestic market, the Tourism Authority of Thailand will encourage people to travel domestically more often and explore different areas throughout the year with the “365 Days, Magical Thailand Every Day” campaign.
Hotels in second-tier provinces are limited in size and number of rooms, thus requiring new marketing measures to attract both domestic and foreign tourists, especially for budget travelers who prefer to stay in stylish and comfortable boutique accommodations.
The Land of Golden Pagodas has many plans to develop tourism.
The Thai government has a long-term policy of promoting tourism in second-tier provinces, on the one hand to help develop the local economy and on the other hand to avoid overcrowding in popular tourist areas.
Additionally, in the private sector, concerns are evident over the lack of preparedness in secondary areas, as most of these provinces still lack facilities and services, which are seen as essential ingredients to promote sustainable tourism.
With an average tourist spend of around 2,313 baht per person per trip, marking a 3% increase, tourism income in second-tier cities is expected to grow by no less than 40% throughout 2023 compared to the whole of 2022. Looking ahead to 2024, TAT expects tourism income to grow by 10-15% compared to last year.
