TAT Looking Towards Niche Markets To Drive Growth For Tourism Revenue

The Tourism Authority of Thailand (TAT) has enjoyed the traffic to sites like, and the trips to popular destinations like Bangkok, but will now be shifting their focus towards premium and other niche markets in order to achieve their tourism revenue target of 3.71tn baht, equivalent to a 10% growth.

TAT Governor Yuthasak Supasorn admits that tourism is a major aspect of the Thai economy, but notes that it’s time for move away from mass tourism, which has lead to cases of overtourism, and provide more responsible options for tourism.

The governor explains that the TAT will be encouraging tourists to head for less congested areas, which, in turn, might leave a bad impression on them about the country. In turn, he adds, providing responsible tourism at every site could impress them, and improve the chances of them becoming repeat visitors with longer stays, and more expenditure.

The governor recently met up with TAT executives overseas for the discussion of strategic plans for every market, to make sure that the Thai economy would reach its tourism target revenue from international arrivals of 2.43tn baht in 2020. The remaining balance will then be made up by domestic travel, with a target of 1.28tn baht, both a 10% increase from the preceding year.

Notably, the high growth target was set in spite of a slow market for the first half of 2019, with the latest report from the Tourism and Sports Ministry showing that the growth international arrivals into Thailand slowed down to a measly 0.7% for 19.6mn, contributing 1.01tn baht to the government, as verified via receipts, which amounts to 0.3% year-on-year, to the dismay of sites like and others in the Thai tourism industry.

Tourism Permanent Secretary Chote Trachu had an optimistic outlook for the second half of 2019, which he notes is the high travel season. He hopes that the new government will do much to boost the local economy and tourism during that time period, as he believes that good legislation and programs will do much to bolster tourism revenue for Thailand.

The TAT says that about 10 million Thais head abroad annually, and the strong status of the baht in the current economy will do much to promote further travel from the locals.


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