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In early 2024, Thailand aimed to generate total revenue of 3.5 trillion baht (equivalent to 100 billion USD) – including 2.5 trillion baht from international tourists and 1 trillion baht from domestic tourists.
To achieve this, authorities have developed 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 plan to boost tourism in second-tier regions.
In the domestic market, the Tourism Authority of Thailand will encourage people to travel within the country more often and explore different regions throughout the year with the campaign "365 Days, Magical Thailand Every Day".
Hotels in second-tier provinces are limited in size and number of rooms, thus requiring new marketing strategies to attract both domestic and international tourists, especially budget travelers who prefer stylish and comfortable boutique accommodations.
Thailand has put forward several 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.
Furthermore, in the private sector, concern is evident regarding the lack of preparedness in secondary areas, as most of these provinces still lack the infrastructure and services considered essential components for promoting sustainable tourism.
With average tourism spending of around 2,313 baht per person per trip, marking a 3% increase, tourism revenue in second-tier cities is projected to grow by at least 40% throughout 2023 compared to the whole of 2022. Looking ahead to 2024, TAT expects tourism revenue to grow by 10-15% year-on-year.
