Thailand targets diverse travel groups to boost tourism revenue

Thailand‘s aim of generating 3.5 trillion baht (US$ 97 billion) in tourism revenue this year requires a broader appeal beyond just leisure travellers to be competitive with other destinations, as per Dusit International.

Suphajee Suthumpun, the CEO of Dusit Group, pointed out that while the new visa-free scheme is likely to ease travel, it alone would not suffice to boost revenue. For high-quality tourism, Thailand needs to build infrastructure and demand for different travel categories, including meetings, incentives, conventions, and exhibitions (Mice), as well as wellness and medical tourism.

“Given the slow export rate and weakened domestic spending, tourism is a significant economic propellant this year,” Suphajee stated. She suggested that hotels need to adapt to the current situation by targeting specific markets and avoiding price…