BANGKOK — The Tourism Authority of Thailand (TAT) is accelerating efforts to boost quality markets toward “Million Market” status while restructuring the tourism sector to prioritize value over volume.
Ms. Thapanee Kiatphaibool, Governor of the Tourism Authority of Thailand, revealed that foreign tourist trends during June – the Green Season period – show positive growth across multiple markets, particularly high-spending European markets which grew 13% overall.
Germany led European growth with a remarkable 71% increase in tourist arrivals, followed by Italy at 28% and Switzerland at 24%. The Middle East market, entering its tourism season, demonstrated exceptional growth of 55%, with Saudi Arabia up 61%, Oman increasing 54%, UAE rising 51%, and Israel growing 32.49%.
Malaysia Overtakes China as Top Source Market
A significant shift occurred in tourism rankings, with Malaysia surpassing China as Thailand’s top source of foreign visitors for the first time in 13 years since 2012. Since early June, Malaysian tourist arrivals have increased 13.22% compared to the same period last year. Emerging markets also show promise, with the Philippines growing 24%.
Strong Forward Booking Signals
From Q3 onwards, TAT sees continued positive forward booking signals from airlines for July-September 2025 (Summer Slot), with growth trends in nearly all markets: Europe (+21%), Middle East (+25%), and Asia (+7%). This momentum continues into October-December 2025 (Winter Slot) with Europe (+17%), America (+12%), and Asia (+22%).
Strategic Market Development Initiatives
TAT will focus on relocation strategies to create market balance while promoting potential markets. Key initiatives include:
- United Kingdom: Joint promotions with British Airways and Norse Atlantic Airways, targeting both first-time and repeat visitors, supported by new London-Bangkok flights (2-4 weekly) by Norse Atlantic Airways and increased TUI UK services to London-Bangkok and Manchester-Bangkok (2 weekly each).
- Germany: Partnerships with major tour operators like Der, TUI, and Condor airline for charter flights during October-December 2025, plus celebrity familiarization trips targeting DINKs, Gen Z, and LGBTQ markets.
- Russia: Joint promotions with major tour operators across primary and secondary Russian cities.
- France: Collaborations with partners including Carrefour Voyages, Lastminute, and Edreams (Opodo), plus participation in events like Cannes Yachts Show and Wedding & Honeymoon Fair.
- United States: “2 by 4 Global Amazing Month Campaign” via Travelstride platform and co-op sales campaigns with EVA Air through Expedia.
Strategic Restructuring for Sustainable Growth
Following recent tourism challenges, TAT is adjusting strategies to respond to changing market structures. The focus includes relocation efforts to balance global tourist markets, promoting new Thai tourism destinations, and creating geographical balance, particularly in secondary cities with lower visitor numbers.
The authority will employ creative activities and event marketing to stimulate Green Season markets while targeting quality tourists with high purchasing power and tourism spending, restructuring the tourism market for sustainable “Value over Volume” growth.
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