The Thai government is ramping up efforts to promote sustainable tourism, focusing on distributing income to local communities while preserving culture and the environment. Emphasizing community and cultural tourism, officials aim to leverage Thailand's Soft Power to enhance local economies and maintain the unique charm of various regions. Minister of Tourism and Sports, Mr. Sarawut Thianton, expressed confidence in Thailand's diverse allure, especially its local cuisine, which attracts both Thai and international tourists. He highlighted the potential of lesser-known cities waiting to offer new experiences that promise joy and lasting impressions.
During a recent cabinet meeting held outside of Bangkok on February 2, 2025, the government reiterated its commitment to ensuring tourist safety as a top priority. Every tourist destination will have access to tourism police, who are available 24/7 to assist visitors with any inquiries or concerns. Tourists can reach out to the tourism police via hotline 1155, ensuring a welcoming and secure environment for all.
The meeting also provided an opportunity for the Tourism Authority of Thailand (TAT) to showcase attractive destinations, particularly in the Nakhon Phanom province, which is rich in traditions and culture. The region is equipped with essential amenities for tourists, including airports, hotels, and restaurants. Local hotel operators are collaborating to offer packages that combine accommodations with community tourism activities, such as morning almsgiving, candlelight processions, and local food experiences. This initiative aims to target Gen Y travelers interested in spiritual tourism, a demographic known for its spending power and ability to share travel stories with their networks.
In October, coinciding with the end of Buddhist Lent, Nakhon Phanom and its neighboring provinces, Sakon Nakhon and Mukdahan, will celebrate significant cultural events. Among these are the Nakhon Phanom Boat Procession and the Sakon Nakhon Insect Festival, which will be promoted internationally to attract quality tourists. The TAT aims to build on the region's cultural assets to create a sustainable tourism model that resonates with both domestic and international visitors.
In a broader context, the TAT is also focusing on cross-border tourism with neighboring countries, particularly Laos and Vietnam. By developing unique cultural and natural attractions, the government seeks to enhance the travel experience while promoting Thai culture. This includes creating travel routes that connect Nakhon Phanom with Mukdahan and Savannakhet in Laos, aimed at increasing tourist spending and length of stay in the area.
Ms. Nangsao Thapanee Kiatphaibool, the governor of the TAT, reported a significant improvement in the international perception of Thai cuisine, with a recent assessment indicating an increase from 44% to 53% among foreign tourists in 2024. This positive trend is attributed to an ongoing collaboration with the Michelin Guide over the past eight years, which has elevated the status of Thai food and food tourism.
Moreover, the government allocates a budget of 25 million baht annually to promote tourism, which has been shown to generate a remarkable return on investment. For instance, this funding has led to an estimated 500 million baht in tourist spending at recommended restaurants, reflecting a growth of 60-70% compared to previous years. Notably, spending on food constitutes about 20% of total tourist expenditure, highlighting the importance of culinary experiences in driving tourism revenue.
In addition to these local initiatives, the Thai government is keen to attract Chinese tourists, particularly during peak holiday seasons like the Labor Day and Golden Week. Recent data from Alipay indicates a significant rise in both outbound and inbound tourism, with a 100% increase in transactions via digital payment applications compared to the previous year.
Popular destinations for Chinese tourists include Hong Kong, Japan, Macau, South Korea, Thailand, Malaysia, Singapore, France, Canada, and Italy. The Royal Thai government is promoting the use of Alipay, which has seen a 33% increase in payment transactions and a 46% rise in promotional usage during holiday periods. This reflects a growing trend among Chinese travelers to utilize digital payment applications for their travel and spending.
Furthermore, the ease of travel has been enhanced by measures such as visa exemptions and the availability of diverse payment options, encouraging more Chinese tourists to visit Thailand. In September 2023, Alipay+ began supporting the use of 13 e-wallets from across Asia, facilitating seamless transactions for tourists during their travels.
The rise in inbound tourism is also noteworthy, with the volume of transactions and spending through foreign digital payment applications surging. AlipayHK recorded the highest usage, followed by Touch 'n Go e-Wallet from Malaysia, Kazpi.kz from Kazakhstan, MPay from Macau, and TrueMoney from Thailand. This digital transformation in payment methods is reshaping the travel experience for tourists, making it more convenient and accessible.
As the tourism sector continues to rebound, the Thai government remains focused on ensuring that both local communities and international visitors benefit from the growth. By promoting sustainable practices and leveraging cultural strengths, Thailand aims to solidify its position as a top global tourist destination, offering unique experiences while fostering economic development.
