Thailand Projects 35.6 Million Foreign Tourists, Driving Record Growth
The Tourism Authority of Thailand (TAT) has optimistic projections for the last four months of this year, expecting to welcome 35.6 million tourists and likely achieving a targeted revenue of 1.8 trillion baht. The recent floods in northern Thailand have had only a minor impact on tourism so far.
TAT’s international offices have assessed the impact of the flooding in northern Thailand on foreign tourism. Their findings indicate that travelers from China and ASEAN countries have postponed their visits, not necessarily due to the flooding but because of the end of the summer school vacation period, which typically runs from late June to mid-August. While European tourists are aware of the flooding and landslides in Phuket, no official travel bans or advisories have been issued.
TAT Governor Thapanee Kiatphaibool emphasized that the flooding has mainly affected areas outside key tourist destinations like Bangkok, Pattaya, Phuket, Hat Yai, and Chiang Mai. She has instructed TAT offices to provide up-to-date information and continue promoting tourism, aligning with various stimulus initiatives.
For the final quarter of 2024 (September to December), TAT forecasts a significant increase in tourism, expecting around 12.22 million visitors, a 20% rise compared to last year. This surge is anticipated to generate 652.826 billion baht in revenue, marking a 29% increase from the same period in 2023 and achieving 97% of the target. The total revenue for the year is projected to reach 673.738 billion baht.
Thailand is on track to attract 35.9 million foreign tourists in 2024, a 28% increase from the previous year, and generate approximately 1.818 trillion baht, reflecting a 32% rise in revenue. The majority of tourists towards the year’s end are expected from major Asian markets, followed by Europe and South Asia, with additional visitors from other regions.
The top ten countries contributing the most tourists to Thailand include China (2.03 million), Malaysia (1.83 million), India (707,000), South Korea (740,000), Russia (698,000), Laos (430,000), Singapore (428,000), Taiwan (370,000), Japan (346,000), and the United States (341,000).
Positive factors bolstering Thailand’s tourism include the restoration of international seating capacity to 46 million seats, representing 82% of 2019 levels and a 24% increase from 2023’s capacity of around 37 million seats. This aligns with the rising demand for travel, particularly around significant festivals and events such as China’s National Day, Christmas, New Year, and visits inspired by influencers and celebrities.
Nevertheless, Thailand faces challenges from aggressive tourism marketing by competitors in the Asia-Pacific region, like Japan, South Korea, and Vietnam, which are targeting overlapping tourist demographics. Economic uncertainties, potential economic slowdowns, and international conflicts—including the Israeli-Palestinian conflict, Iranian-Israeli tensions, and the Russian-Ukrainian war—could also lead to higher flight prices for extended periods.
Domestic tourism is also on an upward trajectory, with the last four months of 2024 projected to see 72.47 million domestic visitors, a 6% increase year-on-year, reaching 92% of the set target. This is expected to generate 335.24 billion baht in revenue, an 8% increase from the same period last year, achieving 83% of the revenue target.
The outlook for domestic tourism revenue remains positive, supported by government stimulus measures, tourism promotion through various events, and the use of cultural elements such as food, film, fashion, and Muay Thai to enhance domestic tourism appeal.
