The Thai tourism industry is experiencing a resurgence, with new trends aimed at attracting international visitors. Notably, durian, often dubbed the "king of fruits," is becoming a significant selling point for hotels looking to enhance the tourist experience. Sammy Carolus, General Manager of the Hyatt Regency Bangkok Sukhumvit, highlighted that the hotel and tourism sectors in Thailand are on the path to recovery, with hotel business values projected to reach between 9 and 9.6 billion baht by 2025. This growth is largely fueled by the influx of international tourists, with over 17.5 million foreign visitors recorded in the first half of the year alone.
Despite recent challenges, including an earthquake that led to a 15% cancellation rate in hotel bookings due to safety concerns, the situation is improving. The hotel is seeing a resurgence in reservations, indicating a return to pre-pandemic levels. Carolus emphasized the importance of continuously creating new experiences to meet evolving trends, particularly in gastronomy tourism, which has become a driving force in global travel.
According to Credence Research, the food tourism market in Thailand is expected to grow from approximately $32.5 billion in 2024 to nearly $80.7 billion by 2032, averaging a growth rate of 12.05%. The research indicates that 53% of tourists worldwide prefer destinations known for their food and beverage offerings.
In line with this trend, the Hyatt Regency Bangkok Sukhumvit has partnered with Toby’s Farm, a premium durian farm from Chanthaburi, to launch the "Durian Decadent Afternoon Tea" campaign for the second consecutive year. Carolus noted, "Hyatt is one of the first hotels to introduce durian to our guests, as many hotels previously prohibited its entry due to its strong odor. This initiative not only enhances our guests' experience but also promotes Thai products to international tourists."
The campaign features a selection of seven savory dishes and three sweet items, all centered around the premium Mon Thong durian. The hotel anticipates a 41% increase in restaurant patronage during the campaign period. Last year, the hotel utilized 200 kilograms of durian, and this year, they aim to increase that amount to 350 kilograms.
Durian's popularity is significant, with Thailand exporting $3.22 billion worth of fresh durians in 2022, capturing a remarkable 93.3% of the global market share. Major markets include China, Hong Kong, and Taiwan. However, competition is intensifying from neighboring countries like Malaysia and Vietnam, alongside challenges posed by climate change and stricter export standards.
Meanwhile, VISA has reported a notable increase in outbound tourism among Thai travelers, particularly to China, which has emerged as a popular destination. Punnamas Vichitrakulwongsa, VISA's Country Manager in Thailand, stated that spending on travel to China has surged by 30% compared to the previous year. The top destinations for Thai tourists also include Japan, Hong Kong, South Korea, and France.
In the first two months of this year, spending patterns show that Thai travelers are primarily spending on shopping, clothing and accessories, dining, and accommodations. Notably, nearly 30% of spending in Japan occurs in department stores, indicating a strong retail focus among Thai tourists.
Moreover, VISA's data reveals that more than 30% of spending by cardholders traveling to France and Hong Kong is directed towards clothing and accessories, while over half of the spending by those visiting China goes to department stores and retail shops. This trend underscores China's growing appeal as a travel destination for Thai consumers.
As the Thai tourism sector pivots to capitalize on gastronomy and international travel trends, the collaboration between the Hyatt Regency and Toby’s Farm is a prime example of innovative marketing strategies aimed at enhancing the tourist experience. The focus on durian not only diversifies the culinary offerings but also supports local agriculture and promotes Thailand's unique food culture to a global audience.
In summary, both the hotel industry and outbound tourism are on the rise in Thailand, with innovative campaigns and strategic partnerships set to attract more visitors and elevate the country's profile as a gastronomic destination.
