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Focus on environmental protection key to enhancing Thai tourism: TAT

The Tourism Authority of Thailand (TAT) is focusing on ensuring that tourists from around the globe see Thailand in a new light – as a “sustainable destination” that prioritises environmental protection, TAT Governor Thapanee Kiatphaiboon said on Thursday.

The TAT will focus on educating foreign tourists so that they see that the kingdom’s tourism industry is making strides to align itself with the global trend towards greater sustainability.

“Thailand is setting sights on becoming a high-value and sustainable tourism destination to confirm that our tourism industry is not involved in damaging the world,” Thapanee said.

The new TAT governor, who assumed office on September 1, said that the tourism industry has faced challenges from environmental issues. She pointed to wildfires in northern Thailand, which disrupted tourism for months.

“A bad environment discourages tourists from coming back. They view this as a poor-quality destination. To turn Thailand into a quality destination, we need to change the tourists’ perceptions and sustainable tourism is something we long for,” she said.

“Sustainably Now” is part of the TAT’s overall strategy to transform the tourism sector. This also includes “Partnership 360” – boosting alliances in and outside the industry – accelerating the adoption of digital and information technology, and focusing on niche and special-interest markets.

The TAT has developed its own Sustainable Tourism Goals (STGs) based on the United Nations’ Sustainable Development Goals to achieve net-zero greenhouse-gas emissions by 2050.

A recent survey on foreign tourists visiting Thailand found that most respondents identified “meaningful travel experiences'' as the goal of their vacations. The survey was conducted on “free independent travellers” who plan their own trips and prefer to travel alone or in small groups.

Last month, the TAT launched the Sustainable Tourism Acceleration Rating (STAR) project. It awards three to five stars to tourism operators that improve their sustainability. Its goal is to get at least 85% of the participating tourism operators to have three to five stars by 2025.

“The TAT may not give the PR or marketing priority to the operators that place no importance on STGs, as opposed to those who take part in the project,” Thapanee said.

The plan to turn Thailand into a sustainable tourist destination has started with a pilot project in five provinces – Phuket, Khon Kaen, Chonburi, Chiang Mai, and Bangkok – to encourage tourist businesses to offer environment-friendly services.

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An increasing of tourists visiting Bangkok each year has proven that Bangkok is always a popular city for tourists.

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The kingdom of Thailand lies in the heart of Southeast Asia, making it a natural gateway to Indochina, Myanmar and Southern China. Its shape and geography divide into four natural regions : the mountains and forests of the North; the vast rice fields of the Central Plains; the semi-arid farm lands of the Northeast plateau; and the tropical islands and long coastline of the peninsula South.

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Published: January 18, 2024

Thailand’s iconic New Year’s bash signals a strong start for tourism in 2024

2024 was welcomed with a bang at ICONSIAM, Bangkok’s unmissable landmark destination nestled on the Chao Phraya River, signaling that tourism in Thailand is off to a great start this year.

Over 11 million people witnessed the countdown at ICONSIAM through various channels and feeds set up around the world. (1)

Bangkok was ranked as the top visited city in the world in 2023, (2) according to a survey by Travelness and this chart-topping is likely to persist in 2024 if the crowds at ICONSIAM’s New Year’s celebration are anything to go by.  

In fact, foreign visitors to Thailand increased by almost threefold to 22.2m from January to October 2023, compared to 7.1m for the same period in the previous year, according to the Ministry of Tourism and Sports. (3)

Thailand plans to generate some 3.5 trillion baht ($98.6 billion) in tourism revenue in 2024, with 2.5 trillion baht from international tourists and 1 trillion baht from Thai tourists. (4)

Within Southeast Asia, Bangkok saw the biggest year-on-year growth in international arrivals at 142% in 2023. (5)

It is no wonder that Bangkok and ICONSIAM have been featured in many Top Ten best global countdowns. But this year the hope is that it will be listed among the top five best countdowns in the world.

A whopping US$8.5 million was spent preparing for this extravaganza to ring in 2024. Festivities included over 2,000 drones and a record-breaking spectacle of 50,000 eco-friendly fireworks.

Directed by world-renowned pyrotechnic director Okujyo Yoshimasa, who won the 2023 Shinmei Fireworks Competition in Yamagata, Japan, the fireworks lasted over 10 minutes and lit up the night sky along 1.4 kilometers of the river.

“I saw on the internet that this was probably the biggest (fireworks display) in Thailand,” said Charat Chinwarataphat, sound designer. “That’s why I came here to see the fireworks — to enjoy with my family and friends.”

Being a part of Amazing Thailand Countdown 2024, ICONSIAM is a designated national countdown destination that maintains a uniquely Thai flavor which it brought to the celebrations.

What makes the Amazing Thailand Countdown 2024 particularly noteworthy is the collaboration between both private and public sectors.

“The Amazing Thailand Countdown 2024 is a broad-based collaboration between the public and private sectors,” says Tourism Authority of Thailand’s Kiatphaibool. “It’s a team effort to draw the attention of the world to one of the most exciting countdown events and also helps to generate long-term benefits for the economy.”

This year’s celebration is especially notable as it is the fifth anniversary of the opening of ICONSIAM.

ICONSIAM’s management has also set an ambitious goal to increase the number of Thai and foreign tourists to the Chao Phraya River area by more than 50% this year compared to 2019. (6)

The celebrations at ICONSIAM started the year on a high. Not only does it secure the lifestyle destination’s title as the nation’s top countdown hub. It also signals a promising year to come in terms of tourism-dollars for the whole country.

(1) https://www.prnewswire.com/news-releases/thailands-iconic-countdown-destination-iconsiam-readies-for-2024-riverside-extravaganza--vying-to-be-among-the-worlds-five-greatest-countdowns-302015314.html (2) https://www.nationthailand.com/thailand/tourism/40029935 (3) https://www.mots.go.th/mots_en (4) https://www.nationthailand.com/thailand/tourism/40033872 (5) https://www.euromonitor.com/press/press-releases/dec-2023/euromonitor-internationals-report-reveals-worlds-top-100-city-destinations-for-2023 (6) https://www.bangkokpost.com/thailand/pr/2660654/iconsiams-grand-5th-anniversary-extravaganza-lights-up-bangkoks-riverfront

Disclaimer: The Reuters news staff had no role in the production of this content. It was created by Reuters Plus, the brand marketing studio of Reuters. To work with Reuters Plus, contact us here .

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Tourism industry in Thailand - statistics & facts

Domestic tourism, the outlook of tourism industry in thailand post covid-19 pandemic, key insights.

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Foreign tourist arrivals Thailand 2015-2023

Value of tourism GDP Thailand 2017-2021

Value of tourism expenditures Thailand 2017-2021

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Share of tourism to GDP value Thailand 2017-2020

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Number of international visitors Thailand 2023, by region of origin

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• Premium Statistic Value of tourism GDP Thailand 2017-2021
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Total value of the tourism's contribution to the Gross Domestic Product in Thailand from 2017 to 2021 (in billion Thai baht)

Number of quarterly foreign visitors Thailand Q1 2021-Q4 2022

Number of international tourists in Thailand from 1st quarter 2021 to 4th quarter 2022 (in 1,000s)

Number of local tourists Thailand 2023

Number of domestic visitors in Thailand from January to September 2023 (in millions)

Size of employment in tourism sector Thailand 2017-2021

Number of employees in the tourism sector in Thailand from 2017 to 2021 (in millions)

Economic impact

• Premium Statistic Direct contribution of tourism to gross domestic product Thailand 2017-2021
• Premium Statistic Indirect contribution of tourism to gross domestic product Thailand 2017-2021
• Premium Statistic Value of tourism tax Thailand 2017-2021
• Premium Statistic International tourist arrivals revenue Thailand 2023
• Premium Statistic Local tourists revenue Thailand 2023
• Premium Statistic Tourism receipts from international visitors Thailand 2020, by region of origin

Direct contribution of tourism to gross domestic product Thailand 2017-2021

Direct contribution of the tourism industry to the gross domestic product (GDP) in Thailand from 2017 to 2021 (in billion Thai baht)

Indirect contribution of tourism to gross domestic product Thailand 2017-2021

Indirect contribution of the tourism industry to the gross domestic product (GDP) in Thailand from 2017 to 2021 (in billion Thai baht)

Value of tourism tax Thailand 2017-2021

Value of tourism tax in Thailand from 2017 to 2021 (in billion Thai baht)

International tourist arrivals revenue Thailand 2023

Tourism revenue incurred from international tourist arrivals in Thailand from January to September 2023 (in billion Thai baht)

Local tourists revenue Thailand 2023

Tourism revenue incurred from domestic visitors in Thailand from January to September 2023 (in billion Thai baht)

Tourism receipts from international visitors Thailand 2020, by region of origin

Tourism receipts incurred from international tourist arrivals in Thailand in 2020, by region of origin (in billion Thai baht)

• Premium Statistic Number of international visitors Thailand 2023, by region of origin
• Premium Statistic Number of foreign visitors Thailand 2023, by region
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• Premium Statistic Number of traveling locals Thailand 2023, by region
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Number of foreign tourists in Thailand in 2023, by region of origin (in 1,000s)

Number of foreign visitors Thailand 2023, by region

Total number of foreign visitors in Thailand from January to August 2023, by region (in millions)

Revenue generated from foreign visitors Thailand 2023, by region

Total revenue generated from foreign visitors in Thailand from January to August 2023, by region (in billion Thai baht)

Number of traveling locals Thailand 2023, by region

Total number of Thai travelers within the regions of Thailand from January to August 2023, by region (in millions)

Revenue generated from traveling locals Thailand 2023, by region

Total revenue generated from Thai travelers within the regions of Thailand from January to August 2023, by region (in billion Thai baht)

Accommodation

• Premium Statistic Share of foreign visitors to total guests of accommodations Thailand 2015-2022
• Premium Statistic Share of foreign visitors to total guests of accommodations Thailand 2022, by region
• Premium Statistic Advance reservation rate of accommodations Thailand 2015-2022
• Premium Statistic ADR of accommodations Thailand 2015-2022
• Premium Statistic Popular accommodations for Thais when travelling Thailand Q2 2021

Share of foreign visitors to total guests of accommodations Thailand 2015-2022

Proportion of international tourists to total guests of the accommodations in Thailand from 2015 to 2022

Share of foreign visitors to total guests of accommodations Thailand 2022, by region

Proportion of international tourists to total guests of the accommodations in Thailand in 2022, by region

Advance reservation rate of accommodations Thailand 2015-2022

Share of 3-month advanced reservations on the total accommodation occupancy rate in Thailand from 2015 to 2022

ADR of accommodations Thailand 2015-2022

Average daily rate (ADR) of accommodations in Thailand from 2015 to 2022 (in thousand Thai baht)

Popular accommodations for Thais when travelling Thailand Q2 2021

Accommodations that Thais planned to stay at when travelling in Thailand in 2nd quarter 2021

Tourist perspectives

• Premium Statistic Estimated CI in tourism industry Thailand Q1 2023, by type of business
• Premium Statistic Opinions on lifted COVID-19 restrictions on eagerness to travel Thailand 2022
• Premium Statistic Opinions on public tourism promotions on eagerness to travel Thailand 2022
• Premium Statistic Main reasons of not wanting to travel Thailand 2022
• Premium Statistic Chosen transportations for traveling Thailand 2022
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Estimated CI in tourism industry Thailand Q1 2023, by type of business

Estimated confidence index (CI) for operators in the tourism industry in Thailand in 1st quarter 2023, by type of business

Opinions on lifted COVID-19 restrictions on eagerness to travel Thailand 2022

Opinions on the ease of COVID-19 restrictions on the eagerness to travel Thailand 2022

Opinions on public tourism promotions on eagerness to travel Thailand 2022

Opinions on public tourism promotions on the eagerness to travel Thailand 2022

Main reasons of not wanting to travel Thailand 2022

Main reasons of not wanting to travel in Thailand as of June 2022

Chosen transportations for traveling Thailand 2022

Preferred means of transportations for travelling in Thailand as of June 2022

Main worries when travelling Thailand 2022

Main concerns when travelling in Thailand as of June 2022

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Klook Plans Partnership with Thailand as the Country Skyrockets in Popularity

Jesse Chase-Lubitz , Skift

April 25th, 2024 at 2:33 PM EDT

Thailand remains a strong destination post Covid. Tour operators are flocking to the country and playing a significant role in how travel evolves.

Jesse Chase-Lubitz

Klook, a leading platform for travel experiences in Asia, signed a letter of intent with the Tourism Authority of Thailand to boost experiences in the country. The company is hoping to double the number of bookings it has for tourism packages to Thailand this year.

Klook says it is focusing on events, from Muay Thai matches to music festivals to Michelin visits and river cruises. The collaboration should have a particular impact on ticketing, as it allows the company to offer an integrated booking experience to major festivals and top attractions. 

Klook is also planning to promote the less obvious attractions and support small to medium operators by providing digitalization tools that can bring offerings online and showcase them to a global audience. 

Thailand Gaining in Popularity

Thailand is a long-time travel favorite and it bounced back strong after COVID. Klook says the country has had a 44% growth in foreign tourist arrivals over the past year and a Travel Pulse survey shows that travelers are looking to increase their target budgets for Thailand in 2024 by up to 50%. 

The Tourism Authority of Thailand conducted its own survey echoing these results . They found that tourists are spending more on luxury accommodations despite higher airfares and that the use of online platforms for travel arrangements is rising, with tour operators “still playing a significant role.”

Other tour operators, such as EF World Journeys, which offers educational tours, say Thailand is a growing favorite for North American travelers and that it remains one of the top three most popular destinations in Asia. 

“Year-to-date, EF Go Ahead Tours has realized nearly 60% year-over-year growth in bookings to Thailand, adding several new tour offerings in the country to meet the demand in the region,” says Heidi Durflinger, President of EF World Journeys which operates two of their offerings.

“Based on our trending destinations data, which is based on thousands of demand indicators amongst younger adult travelers (18-35), tours in Thailand have been a consistent top 5 destination for bookings during Spring Break, but we are also seeing strong demand for Thailand from travelers seeking international beach vacations all year round,” said Heather Leisman, President, EF Ultimate Break.

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Photo credit: Klook & Thailand Tourism Authority Tuk Tuk at Wat Ratchanadda and the Loha Prasat, Buddhist temples in Bangkok. Source: Klook

Tourism Authority of Thailand soft opens new office in Chicago

Tat’s 3rd office in the america region, joining existing offices in los angeles and new york..

Chicago, 25 April 2024 – The Tourism Authority of Thailand (TAT) has soft-opened its newest overseas office in Chicago, in a warm ceremony joined by the Team Thailand, Chicago.

The TAT’ Chicago Office is located at the Royal Thai Consulate-General, Chicago. It is scheduled to be fully operational on 1 August with an opening ceremony planned for September. It is the TAT’s third office in the America Regions, joining existing offices in Los Angeles and New York.

Together with the Team Thailand, Chicago, TAT commits to expand the ‘Friends of Thailand’ community in the US.

Ms. Thapanee Kiatphaibool, TAT Governor, said “The TAT Chicago Office would play a pivotal role in helping to boost the number of travellers from the Americas Region to Thailand to reach 1.43 million visitors, generating a revenue of 105.53 billion Baht. This would contribute to this year’s target of 35 million visitors from all markets and an income of 1.92 trillion Baht.”

The TAT Governor also highlighted a strategy to promote Thailand’s tourism offerings with a primary focus on five inspirational concepts to create a perfect journey: 1) It begins with our People 2) Our product is diverse 3) We offer wellness beyond Massage 4) Sustainability is our lifestyle 5) And this is why when you come to Thailand, your stories will never end with 5 Must Do in Thailand.

Conceptualised under the government’s vision to ‘Ignite Tourism Thailand,’ the 5 must-do activities are: Must Beat (Muay Thai), Must Eat (Thai food), Must Seek (Thai culture), Must Buy (Thai fabric), and Must See (Thai shows).

The soft-opening event of the TAT Chicago Office on 23 April was marked with a religious ceremony. In coincide with Songkran or the traditional Thai New Year, the Song Nam Phra ritual of purifying a Buddha image with scented water as a way of paying respect to the Lord Buddha and bringing good fortune to the person and the Rot Nam Dam Hua ritual were also held as part of the Thai soft power promotion in the US.

Present at the event were Mrs. Katanawadee Kalayanamit, the Consul General of Thailand in Chicago, Mrs. Natnapang Damrongsoontornchai, Deputy Consul-General of Thailand in Chicago, and Mrs. Suprattana Gamolvej, Thai Trade Center in Chicago, as well as officials and staff of the Team Thailand, Chicago (the Royal Thai Consulate-General and the Thai Trade Office, Chicago).

From the TAT, executives included Ms. Thapanee Kiatphaibool, Governor, Mr. Siripakorn Cheawsamoot, Deputy Governor for International Marketing – Europe, Africa, the Middle East, and the Americas, Mrs. Titiporn Maneenate, Executive Director for the Americas Region Department, and Mrs. Malinee Nitikasetsunthorn, Deputy Executive Director for the Americas Region.

Also attended the ceremony were the Honorary Advisor and the President of the Thai American Association of Illinois as well as strategic partners in the tourism industry and local media.

TAT Newsroom

Tat and klook sign letter of intent of strategic partnership, cf-hotels initiative reiterates tat’s push towards sustainable tourism, related articles.

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