In a strategic move to fortify the tourism sector, the Tourism Authority of Thailand (TAT) has unveiled ambitious revenue targets for 2024. With a goal set at 3.5 trillion baht, TAT aims to generate 2.5 trillion baht from international tourists and an additional 1 trillion baht from domestic tourism.
TAT Governor Thapanee Kiatphaibool, in an official announcement, highlighted the agency’s comprehensive plans to elevate the quality of tourism and promote sustainable practices. The initiatives include a deliberate focus on boosting tourism in secondary cities and reducing dependence on any single market. Thapanee Kiatphaibool went on to unveil the forthcoming “365 Days, Marvellous Thailand Every Day” campaign, designed to stimulate more frequent and diverse domestic travel.
Collaboration with the Thai Chamber of Commerce stands out as a key element in the TAT strategy. The joint efforts are geared towards uplifting 10 secondary cities, building upon the impressive statistics of the first 9 months of 2023. During this period, Thailand witnessed 73.32 million domestic tourist visits, generating a substantial revenue of 169.608 billion baht.
For international tourism, TAT’s multifaceted approach encompasses sustainable branding, new market exploration, strategic partnerships, improved transportation connectivity, and robust digital marketing efforts. A primary objective is the resurgence of Chinese tourists, with a specific target of 8.2 million arrivals in 2024. Despite the emphasis on the Chinese market, TAT is adopting a diversified strategy by extending its focus to other key markets, including Malaysia, India, Russia, Taiwan, and emerging markets such as Saudi Arabia and Southeast Asian countries.
In an effort to maintain transparency and align with journalistic standards, official sources suggest that TAT’s revenue target announcement was made by Thapanee Kiatphaibool, the TAT Governor, during the recent press conference. The collaboration with the Thai Chamber of Commerce was also emphasized as a critical step towards achieving the outlined goals.
As Thailand looks forward to a reinvigorated tourism landscape, officials and stakeholders remain cautiously optimistic about the proposed strategies. The emphasis on sustainability, diversification, and collaboration underscores a proactive approach by the TAT in navigating the complexities of the global tourism industry.