Thai tourism authorities will no longer promote cheap tour packages to compete with neighbouring countries, instead focusing on high-potential segments such as health and wellness, luxury travel and sustainable tourism, according to the Tourism Authority of Thailand.
Nat Kruthasoot, deputy governor for tourism products and business at the Tourism Authority of Thailand (TAT), said the agency accepts that emerging destinations such as Vietnam are grabbing market share from Thailand, especially among those looking for affordable prices.
Tourism product development will now emphasise attracting high-value visitors as well as tourism experiences rather than relying on mass volume as in the past, he said.
The products should meet sustainability standards, which European markets will adopt when partnering with operators in tourism destinations, such as the Global Sustainable Tourism Council standard.
Only 20% of private operators are enthusiastic about these standards, as meeting them requires higher investment than usual, said Mr Nat.
TAT expects revenue from health tourism to reach 124 billion baht this year, after earning more than 62 billion baht in the first half. He said this segment has the potential to grow to 140-150 billion baht in a few years, on a par with 2019.
Mr Nat said the average spending of this segment is 107,662 baht, exceeding the average by 103%, while the average length of stay was 13 nights.
The market boom is largely driven by facilities with international standards, particularly 61 hospitals accredited with the Joint Commission International (JCI), and more than 500 medical clinics that can serve tourists.
JCI hospitals are not only located in Bangkok, but also in the key tourism provinces and provinces along the border, plus hotels and resorts that are focusing more on health and wellness services, such as RAKxa in Samut Prakan or Celes Samui, which partner with BDMS Wellness Clinic.
A Thai strength remains 30-70% cheaper costs compared with Western countries, and 30-50% compared with Singapore.
“We have quite strong private hospitals and hotels which are capable of growing this segment, such as from the Middle East. Our challenges remain with how to keep up with expectations, particularly in terms of quality and overall experiences during their trips,” said Mr Nat.
According to a luxury market survey in 2024, most tourists in this segment in Thailand were not satisfied with cleanliness and maintenance in tourist attractions, the hygiene of shops and restaurants, and language communication skills.
Mr Nat said Thai tourism next year should step up to capture the ultra-luxury market, seeking partnerships with service providers that offer unique experiences and transport.
TAT’s office in Prague this year launched a one-day trip via classic car in Bangkok, which costs 100,000-150,000 baht per person, and the agency is pushing this product and similar packages to other markets, including China.
Mr Nat said sports tourism relies on events that could persuade travellers to spend a longer time in Thailand.
For instance, apart from the “Amazing Thailand Marathon”, the agency plans to promote the country as a destination for trail running events, as athletes typically spend 14 days training before the event, unlike marathon runners who might stay for just a few days.