Agency condemns plight of other countries
Release date: June 6, 2024 04:45
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Tourists pose for photos in front of the Bangkok sign at Pathumwan Junction Skywalk on Tuesday. (Photo by Pornprom Satrabhaya)
According to the Tourism Authority of Thailand (TAT), the most realistic scenario for Thailand’s tourism revenue this year is 3 trillion baht, falling short of the government’s target of 3.5 trillion baht, as many target markets are affected by the economic downturn.
As of June 2, 14.9 million foreign tourists brought 709 billion baht into Thailand’s tourism industry, roughly 30 percent of the government’s expected international revenue target of 2.38 trillion baht this year.
Chattan Kunjara Na Ayutthaya, TAT’s vice president for international marketing in Asia and South Pacific, said total revenue was most likely to reach 3 trillion baht as key markets face an economic downturn, including China, where air seats to Thailand are at just 75% of pre-pandemic levels.
To earn another 500 billion baht, the tourism industry needs additional stimulus, especially in the Chinese market, but although the TAT has signed letters of intent with eight major tourism partners, it lacks the additional budget to strengthen those partnerships, he said.
The revenue target is 3.5 trillion baht, with the Asia and South Pacific market expected to generate 980 billion baht, Mr Chattan said at the Thailand Travel Mart Plus (TTM+) 2024 in Phang Nga yesterday.
If Thailand makes a profit of 3 trillion baht, the short-haul market is likely to generate 840 billion baht, he said.
Chuvit Sirivejikul, TAT’s regional marketing director for East Asia, said consistent events and activities were needed to maintain momentum in any market during the slow season.
He said the Chinese market is in a slow season this month with students taking university entrance exams, with only 15,000 to 18,000 tourists per day.
But with demand expected to pick up from July, TAT plans to hold at least two major events over the next two months, starting with the launch of its popular doll Luvbu, Mr Chwit said.
He said the limited edition Lovebu was the fruit of cooperation between the Chinese government and Thailand, which are celebrating the 50th anniversary of the establishment of diplomatic ties next year.
PopMart, the Chinese supplier of the famous doll, has designed a local version for Thailand.
TAT aims to use the doll as a mascot to promote the attraction and reach a massive fan base of over 100 million people around the world.
Chuwit said online travel agency partners such as Trip.com and Tongcheng Travel will feature travel packages aligned with Luvv’s destinations and activities.
In July, the agency will partner with the private sector to hold a roadshow in China’s emerging cities of Changsha, Xi’an and Zhengzhou.
Chattan said 79 Chinese agents have registered for this year’s TTM+, the highest number among the 425 international buyers participating from 50 countries.
Commerce during TTM+ is expected to generate 3 billion baht, with Chiang Mai set to host the 2025 edition.
