Thailand Sets 2.3 Trillion Baht Tourism Revenue Goals, 2024

Prime Minister Srettha highlighted the government’s ambitious goal to generate 2.3 trillion baht from nearly 40 million international visitors.

The government plans to attract over 8.5 million visitors from Europe, Africa, and the Middle East, with projections indicating a revenue of approximately 664 billion baht this year, as stated by Prime Minister Srettha Thavisin.

He shared these insights at the Amazing Thailand Networking Event, hosted during the ITB Berlin 2024, the world’s largest travel and trade expo.

Last year witnessed the arrival of 28 million international tourists, generating roughly 1.2 trillion baht for the nation.

“Tourism does not only contribute to the economy but also brings employment opportunities for a huge portion of the Thai population,” remarked the Prime Minister.

To improve Thailand’s tourism sector, the government intends to deploy a comprehensive set of strategies, he conveyed.

Efforts to simplify entry for international visitors include recent visa waivers for tourists from India, Russia, Kazakhstan, and Taiwan, implemented over the last five months.

In alignment with these initiatives, Thailand and China have established a mutual visa waiver agreement, effective from March 1 onward.

The government is also planning to secure visa-free agreements with countries in the Schengen area and is negotiating with ASEAN nations to introduce a “One Visa, Free Your Destination” scheme.

This is aimed at fostering regional tourism and simplifying travel across borders, as mentioned by the Prime Minister.

Prime Minister Srettha also mentioned initiatives to promote smaller cities beyond the popular destinations of Bangkok and Chiang Mai.

“There are many interesting local cultures and hidden gems in lesser-known cities. We are working to promote these unique values and create unique experiences for tourists in these destinations,” he said.

The government is capitalizing on Thailand’s rich cultural heritage as a key feature to promote nationally significant and impactful events.

He mentioned the Songkran water festival’s recent designation by UNESCO as an intangible cultural heritage of humanity.

Plans are in place to celebrate the World Songkran Festival across the country from April 1 to 21, he disclosed.

On Friday, Mr. Srettha engaged with leading French business figures in Paris to explore investment opportunities within Thailand.

His meeting with Sébastien Bazin, the head of Accor, a global leader in hospitality with a strong presence in Thailand, focused on tourism collaboration and co-promotional efforts to enhance tourism and sales.

Additionally, discussions with Pascal Morand, the executive president of the Fédération de la Haute Couture et de la Mode, revolved around positioning Thailand as a hub for fashion and design in Southeast Asia.