Following a strong rebound in tourism to see over 28 million tourist
arrivals and 2 trillion baht (US$56 billion) in tourism revenue in 2023,
Tourism Authority of Thailand (TAT) governor Thapanee Kiatphaibool
hopes that 2024 will bring in 35 million visitors and 208 million
domestic trips to generate 3 trillion baht.
A highlight of TAT’s presentation at the ASEAN Tourism Forum (ATF) 2024 was its new video campaign titled ‘I have a relationship in Thailand’.
The campaign, featuring three characters speaking Portuguese, French
and Korean, cleverly explores the meaningful connections individuals
form with Thailand, playing on the ambiguity between a romantic
relationship and the emotional impact of their bond with the destination
itself.
The Tourism Authority of Thailand’s delegation, led by TAT governor Thapanee Kiatphaibool (fourth from right) at ASEAN Tourism Forum 2024 in Vientiane, Laos. Photo Credit: Chakrawooth Kaewjunthong
ASEAN continues to be a key focus of TAT’s marketing strategy.
Malaysia stands out as the leading source market, followed by China,
South Korea, India, and Russia. Notably, 35% of arrivals in 2023 were
from within ASEAN, highlighting the significance of intra-connectivity
in the region.
Nithee Seeprae, TAT deputy governor for marketing communications also
underlined the importance of infrastructure in facilitating travel. Key
developments include the opening of the fifth Thai-Lao friendship
bridge opening this year, creating the shortest roadway between Thailand
and Vietnam.
Other infrastructure improvements include Suvarnabhumi Airport’s new
satellite SAT-1, better highways, the high-speed train from Nong Khao,
and planned airports in Lamphun and Phang Nga, which are slated for
potential realisation in the early 2030s if approved.