The Tourism Administration of Thailand (TAT) predicts that more than 6 million European visitors would visit Thailand in 2023, generating 420 billion baht in income for the country. As part of the overall revenue of 1.5 trillion baht at year’s end, this accounted for nearly 80% of the pre-pandemic total.
During ITB Berlin 2023, TAT Governor Yuthasak Supasorn voiced confidence in Thailand’s capacity to remain a top Asian destination for European markets. He stressed Europeans’ pent-up demand for tourism, which he predicts will last another 1-2 years, assisting Thailand in sustaining traditional markets such as the United Kingdom, Germany, and Russia.
Despite the high hopes, Yuthasak recognized that challenges such as the Russia-Ukraine war, the potential of recession, limited airline capacity, and a personnel deficit in the tourist business still exist.
TAT’s “Visit Thailand Year 2023” campaign will target quality markets wanting more meaningful travel experiences and ethical tourism to address these concerns. In the second quarter, which is traditionally the down season for European visitors, the agency also wants to shift its attention to the Middle East and China.
To assist sustain stable income, TAT wants to raise the length of stay for tourist visas and visas on arrival from 30 to 45 days and 15 to 30 days, respectively. The decision to extend the scheme from March 31 to the end of the year, however, still needs cabinet approval.