Tourism Thailand … Transformation
By Robin Westley Martin
Photos courtesy of Tourism Authority of Thailand (TAT)
Location! Location! Location! This is the mantra that property developers and real estate moguls the world over adhere to for success in their business. But the same mantra can be attributed to Thailand when looking at the tourism and travel sector.
In Southeast Asia Thailand is at the centre of everything, It’s close to Vietnam, Cambodia, Malaysia, Singapore, and Burma, and is in easy reach of The Philippines, Sri Lanka and Indonesia. Thailand is a regional hub for the area.
Pre-covid Thailand attracted 40 million visitors per annum, and for several years Bangkok has taken over the mantle of most visited city in the world, from London and Paris, who previously topped the table. The infrastructure in Thailand is strong and stable, and as airports were reaching operating capacity the government was proactive. Bangkok’s two main airports for international arrivals …Suvarnabhumi and Don Muang … have been significantly upgraded and expanded. And this process is continuing.
The same developments are being carried out in the country’s other two largest airports, Phuket in the South, and Chiang Mai in the North.
The world is traveling again. And Thailand is welcoming visitors from far and wide.
It was a privilege to talk with MsThapanee Kiatmongkul, Governor of the Tourism Authority of Thailand (TAT)
RWM: Could you tell us a little about your background, where you studied, how you became interested in travel and tourism, and the road you took to reach the position of Governor of the TAT?
K.Thapanee: I joined TAT in 1999 after earning a master’s degree from the University of Surrey in the UK. I have held various positions within the organisation, including Deputy Governor for Tourism Products and Business and, most recently, Deputy Governor for Domestic Marketing.
In my recent role as TAT Deputy Governor for Domestic Marketing, I initiated various tourism initiatives to help drive Thailand’s economy. Among them included the ‘workation’ in Thailand, faith and religious tourism routes, and solo travels – which helped stimulate 151.45 million domestic trips in 2022 – about 88 percent of the record year in 2019 – and generated 641.5 billion Baht.
In my role as Deputy Governor for Tourism Products and Business, I was recognised for my leadership in initiating the Amazing Thailand Safety and Health Administration (SHA) certification programme that enabled hotels and services to meet specific health and safety standards. The programme became a mandatory requirement for hotels seeking to register as quarantine facilities during the period of strict COVID-19 control measures. It has also received global recognition in alignment with the WTTC Safe Travel protocols.
RWM: For 2024 / 2025 are the traditional markets (Europe, UK, US and Australia / New Zealand) performing at the same level as previously – now that they have been overtaken in arrivals by India, China, and Russia, for several years? Are there any new markets being identified?
K.Thapanee: China and India have been in the top five in-bound markets visiting Thailand for several years, while the Western inbound tourism markets have ranked between 6th and 10th since 2019, before Covid, up to the present time.
From 1 January to 17 April 2024, the United Kingdom, Germany, the United States of America, Australia, and New Zealand showed a significant increase over the same period of 2023.
However, Russia has, despite or because of the war with Ukraine, demonstrated rapid growth since the pandemic. It is the only long-haul market that has been positioned in the top five international markets in 2023 and 2024.
The largest potential market has been identified as the Middle East region. According to the TAT international tourist behaviour research, in 2023, there was a significant increase in the number of first-time visitors from the Middle East (a growth of 11.96 per cent) to Thailand compared to the pre-pandemic period.
RWM: In the year 2019, before Covid, Thailand welcomed 40 million tourists – this led to some tourism industry experts saying the country was in danger of ‘overtourism’. Today, the annual number of tourist arrivals is returning to or exceeding pre-Covid times. Is it a good thing for Thailand, can it be sustainable?
K.Thapanee: The return of tourists to our country not only strengthens our image as a preferred destination for travelers, but also reflects tourists’ confidence in travelling to Thailand. In addition, the returns of tourists mean opportunities for everyone in the tourism sector.
However, it is imperative that we manage the flow of tourists and look after our resources. Many attractions such as the national parks, are limiting the number of tourists per day to help reduce the impact as well as closing the parks to allow nature to recuperate. TAT is also promoting emerging destinations to distribute the flow of tourists away from major destinations. In addition, TAT works to reduce tourist congestion during the holiday. For the domestic market, we are also promoting weekday travel for domestic tourists to reduce congestion during the weekends or national holidays. For international tourists, we are promoting Thailand as an all-year-round destination to tackle overcrowding at tourist destinations during the holiday seasons, reduce the strain on the environment, as well as help distribute the flow of tourists throughout the year, allowing communities and tourism businesses to be able to sustain themselves all year-round.
RWM: As well as Bangkok, two of the most popular destinations are Phuket and Pattaya. The road transport infrastructure there has long suffered from traffic problems, lack of adequate parking spaces, insufficient or over-priced urban public transport, et al. Is anything being looked at to address these issues?
K.Thapanee: The government and related organisations have policies for solving various problems. For example:In Bangkok there has been increased development of public transportation systems such as BTS and MRT to provide more service routes.
Phuket: In Phuket we now have a Smart Bus, which is a public transport system that operates a fixed route running from Phuket International Airport to many popular parts of Phuket (Surin, Kamala, Patong, Karon, Kata, Phromthep cape).
Pattaya has a ‘hop on – hop off’ bus which services many attractions in the city, and there are free parking areas such as those at Central Pattaya, and Terminal 21.
The Thai Government and related organisations are now working to improve the infrastructure in many provinces to facilitate both locals and tourists.
RWM: Which ‘undiscovered’ parts of the country are you looking to newly promote, and why? Is the policy for growth going to be sustainable? Could you give any examples?
K.Thapanee: Recommended routes that the TAT suggest include Lanna Culture (Chiang Mai – Lamphun – Lampang), UNESCO Heritage Trail (Sukhothai – Kamphaeng Phet – Nakhon Ratchasima), NAGA Legacy (Nakhon Phanom – Sakon Nakhon – Bueng Kan), Paradise Islands (Trang – Satun), and The Wonder of Deep South (Pattani – Yala – Narathiwat).
RWM: There are shortages of staff and workers for the tourism industry. Are there enough Thai people being trained to work in the tourism and support industries in Thailand, what is the strategy?
K.Thapanee: The tourism sector is applying various strategies to tackle this issue, including casual employment, upskilling, job enlargement, and using automation technology to perform some tasks instead of human personnel. Increasing the wages and overtime pay in the hospitality and entertainment sector, and recruitment of more permanent staff is also being implemented. Meanwhile, the government has been attempting to train new university or vocational school graduates to become available, to join a workforce that is skilled in the tourism and hospitality industries.
RWM: Some countries pay a cash incentive to secure exclusive performing rights to internationally recognised superstars to play concerts in their country. Thailand is a preferred tourist destination in Southeast Asia, yet it is not a priority destination choice for popular solo artists or groups to perform. Without emulating the cash incentive route, what can Thailand do to attract the world’s superstars or supergroups to perform here?
K.Thapanee: The Thailand Board of Investment (BOI) has approved incentives to attract the organisation of large international concerts, sporting events, and festivals in the country, which supports the Government’s vision to strengthen Thailand’s status as a tourism hub.
Organisers of large international events eligible for the incentives require an investment, or expenses, of not less than 100 million baht (USD 2.8 million). They will be granted import duty exemptions on equipment used for the presentation of such events. The operations of their staff will be facilitated, including issues concerning entry visas and work permits.
In addition, with Thailand being a central location in Southeast Asia, combined with top-notch facilities, it makes the country a front runner to host world class events. Modern infrastructure includes a smooth-running international airport connecting to major cities. Frequent flights link Thailand to domestic and international destinations. Spacious convention centres with cutting-edge technology can host some of the largest gatherings. Experienced staff provide personalised support throughout the event. Many high-rated hotels are conveniently located near these venues.
Furthermore, Thailand’s diverse beauty makes it a dream spot, not just for the artists but also for the audiences. Whether you crave relaxation on pristine beaches or adventure amidst stunning natural landscapes, Thailand has something to offer. Beach lovers can soak up the sun in Krabi, Phuket, Hua Hin, Pattaya, or countless other idyllic coastal escapes. Nature lovers seeking tranquility can find it in Chiang Mai, Chiang Rai, or Khao Yai National Park. And for those who enjoy the energy of a bustling metropolis, Bangkok awaits. Every corner of Thailand boasts unique beauty, charm, and something special to discover around every corner.
RWM: Thai cuisine has become popular all over the world. Foreign tourists are spending more on travel and accommodation following the pandemic, and one of the big urban attractions for them is Thai Street food. It is understood that pedestrian ease of access in urban environments is important. But tourists need to be able to find their street food experience easily. Not to have to search for it in quiet sidestreets. Can a balance be struck?
K.Thapanee: Street food in Thailand is easy to find. Tourists can find stalls in the fresh market areas or at the night markets. Moreover, as of now some department stores organise food events or a food court area that gathers popular street food stalls in one location so tourists can easily taste Thai street food.
However, some related organisations are responsible for street food vendors in some areas, such as Bangkok. There is a condition. Mondays are street cleaning days in Bangkok citywide, and many street food cart vendors take the day off. You’ll notice a 50 per cent decrease in street food in Bangkok on Mondays. So you can still find some but don’t always count on Mondays.
RWM: What is TAT and the government doing to eradicate the damaging perception double-pricing (one for Thai and another for non-Thais) has on it’s visitors?
K.Thapanee: TAT is fully committed to addressing the ongoing issue of dual pricing. We are actively engaging with the relevant agencies to find a solution. We are also studying how other countries handle this issue and exploring better ways to communicate with tourists and locals about fee collection.
The facts are that different prices for entrance fees at tourist attractions / services: Many attractions, such as national parks, historical parks, museums, sports centres, and recreational facilities, set different prices for Thai nationals and foreigners; the adoption by some vendors and service providers of Thai numbers for Thai prices and Arabic numbers for foreigners: many businesses or services use these different numbering systems (Thai vs. Arabic) to hide the dual price … tourists and expats see this as a scam and suggest being frank with both prices.
Some ways to address these problems are that expats use the same price as Thai nationals. Another idea that has been mooted is that the price could be put into 3 tiers; Thais, expats, and tourists. Numbers used should be the Arabic numbers, which are understood all over the world.
RWM: What is the role of the Tourist Police force – how effective are they. And how can the force continue evolving to better facilitate the tourism industry, and the way Thailand is perceived by its visitors?
K.Thapanee: The Tourist Police ensure tourist safety standards at attractions nationwide, while working closely with the Royal Thai Police to ensure tourist safety and coordinate with international organisations and foreign embassies in Thailand to assist foreign tourists. Moreover, the Tourist Police is operating the existing Command and Control Operation Centre (CCOC) and the Strong Tourism Community (STC) initiatives under guidelines to implement the Smart Safety Zone project, applying technology to maintain tourist safety. There is a hotline, the Tourist Police 1155 Emergency Response Centre, and the application ‘I Lert U’ mobile app for 24-hour assistance.
In addition to festivals or events, the Tourist Police cooperates with TAT to step up safety and security by deploying tourist police and volunteers at popular events across the country. Policemen and patrol vehicles will be equipped with live cameras, which will be used to monitor and broadcast to the command centre.
RWM: The government has been looking into how it can take advantage of the many‘soft power’ options within Thailand, to increase inbound tourism, and revenue. Could you elaborate on this, and give any examples, or plans in the pipeline?
K.Thapanee: Leveraging Thailand’s soft power, the government has set five must-do activities for tourists when visiting the country; Must Beat (Muay Thai) highlights four unique styles of ancient Thai boxing and presents the sport as a form of cardio exercise.
Must Eat (Thai food) promotes Thai kitchen to the world with 77 local dishes and 77 local desserts.
Must Seek (Thai culture) tells the story of a faith-based journey, cultural superstitions, and folklore culture.
Must Buy (Thai fabric) partners with world-renowned designers to turn Thai fabrics into fashion items.
Must See (Thai shows) showcases impressive traditional and contemporary performances.
RWM: For the year 2024 what is the year-end projection for international tourist arrivals, and what are going to be the highlights of the year (exhibitions, festivals, concerts, cultural events, etc) for Thais, local expat residents, and visiting foreign tourists?
K.Thapanee: For 2024, TAT aims for a 3 trillion Thai Baht total revenue. We expect to see upwards of 37 million international arrivals for the international market, generating 1.92 trillion Thai Baht in tourism revenue. For the domestic market, we expect to see 200 million trips, generating 1.08 trillion Baht, coming from the domestic, in-country market.
This year, and throughout 2025 TAT, will continue to focus on delivering meaningful travel experiences that will create a memory of a lifetime through our latest communication campaign, Amazing Thailand: Your Stories Never End. We don’t want to simply offer trips, but we want to craft travel experiences that will ignite your wanderlust and leave you with unforgettable stories to share. This in turn will transform a traveller into a storyteller who will share their own stories in Thailand and inspire others to seek out their own journey and create never-ending stories in Thailand.
TAT will drive Thailand’s tourism towards high value and sustainability, emphasising elevating and moving forward to a better tourism ecosystem. To do so, we will implement a ‘PASS’ initiative that will focus on working closely with our partners from within and outside of the tourism sector, accelerating access to the digital world, tapping into new subcultures, and placing sustainability at the forefront.
TAT is leveraging Thailand’s unique and beautiful festivals to make Thailand a world-class festival destination. Furthermore, the government is designing additional incentives and approaching organisers of major international festivals, concerts, and events to ensure there is always something exciting happening in Thailand.
For example, in the latter half of the year we have; August, Summer Sonic; October, Moto GP; November, Asian Indoor and Martial Arts Games; November, Loy Krathong; November, Visit Chao Phraya and
December, Amazing Thailand Marathon and World Athletics
RWM: Thank you so much for your time and illuminating insights into how the TAT and other agencies are continuing to develop strategies to make the experience of a trip to Thailand an ever more rewarding experience for visitors to the Kingdom.
K.Thapanee: You are most welcome, thank you, also, for your time.
