Thailand switches its tourism focus

Thailand is switching its tourism focus with the average number of tourists from Asia that visit having dropped.

The Tourism Authority of Thailand (TAT) reported the Asian nation had 9.5 million international arrivals in the first quarter of 2025, growing 2% year-on-year, which generated 471 billion baht, a 7% year-on-year increase, the Bangkok Post reported.

The main Asian markets, including China, Hong Kong, Taiwan, South Korea and Vietnam, decreased by 17% on average in the period due to declining safety confidence in Thailand and reduced flight numbers.

Natthriya Thaweevong of the Tourism and Sports Ministry and the TAT said the focus should be on long-haul markets, which typically spend more per person than Asian markets.

Although US tariffs are expected to impact the global economy, the ministry believes that European tourists may avoid travelling to the US and instead turn to Asian destinations, presenting an opportunity for Thailand to attract more European visitors.

Based on tourism projections for the second quarter of 2025, the markets with high potential for Thailand include Sweden, Saudi Arabia, Austria and the UK.

Natthriya said the markets that were still able to increase air ticket bookings by 10% in the second quarter were mostly from Europe, comprising the UK and Germany, along with Israel, Australia and South Korea.

Thailand has also been advised to showcase festivals like Songkran (top image) and Loy Krathong, which possess cultural and tourism potential - yet remain underleveraged in driving international travel.

Despite high levels of global awareness, participation remains low due to concerns over safety, festival management, and infrastructure.

A recent study by Sasin Management Consulting (SMC) Sasin School of Management, Chulalongkorn University revealed that only a fraction of international tourists visits Thailand specifically for these celebrations.

I actively avoid Thailand during Songkran, so maybe I am not the target market here.



Research conducted by Sasin Management Consulting (SMC) said there is there's a significant gap between awareness and actual visitation.

The survey of 2,200 potential international tourists showed that while 75% were aware of Songkran, the New Year water festival, only 20% had traveled to Thailand to experience it first hand. 

A similar trend appeared for Loy Krathong, known as the ‘festival of lights’ with over 50% aware of the festival, yet only 16% having visited during the celebration.

An appetite for cultural experiences was detected with 70% of respondents praising Thailand's rich cultural value.

To learn more about the recent study by Sasin Management Consulting (SMC), see https://www.chula.ac.th/en/highlight/231879/

Indigenous culture under the tourism spotlight in Australia

Right around the world there is a growing interest in first peoples' cultures, and in Australia AAT Kings has just unveiled the launch of its new Aboriginal Culture & Australia Highlights tour, as part of the group’s 2024-2025 touring season.

The limited-season, Australia-first indigenous-focused guided holiday features several destinations from city to outback across Melbourne, Uluru, Sydney and Cairns over 13 days, with a focus on local connection, cultural immersion, sustainability, and wildlife and nature.

The Aboriginal Culture & Australia Highlights tour has been developed in response to Tourism Australia’s consumer insights, outlined in the global Future of Demand research project released late 2022.

The report highlighted the latent demand for Indigenous experiences.

The AAT Kings team has "collaborated closely" with Discover Aboriginal Experiences (part of Tourism Australia’s ‘Signature Experiences of Australia’) to identify and curate Indigenous operators and experiences that form part of the new itinerary, showcasing indigenous-owned businesses.



The tour highlights include:

# Sunset drinks at Uluru, including an exclusive barbecue dinner and Dot Art painting experience.
# A behind the scenes Sydney Opera House tour, Dreamtime Walking Tour of the Rocks district and indigenous-themed harbour cruise in Sydney
# Great Barrier Reef trip with Dreamtime Dive and Snorkel experience (above) 
# A lunch at Big Esso by Mabu Mabu in Melbourne’s Federation Square with cuisine by renowned Torres Strait chef Nornie Bero.

"Dreamtime Dive and Snorkel provides a unique opportunity to gain insights from our cultural guides as they provide interpretation of the sea country on which we operate our Great Barrier Reef tours,” said John O’ Sullivan, CEO of Experience Co, which owns and operates Dreamtime Dive and Snorkel.

“We are delighted to be included in this new tour from AAT Kings and applaud this initiative which will make it easier for visitors to access a range of first-class indigenous experiences across Australia.”

The tour also features a number of optional tours to cater for international markets and appeal to a broad range of travellers. 

"We are committed to helping drive indigenous tourism and play a leading role in increasing understanding and appreciation of Aboriginal culture - a major step towards reconciliation and support of First Nations people in Australia,” said Ben Hall, CEO, AAT Kings.

“This new tour is just a glimpse into how AAT Kings is committed to growing our range of Indigenous experiences across our suite of travel products, to advocate and highlight the range and depth of Indigenous tourism experiences, across Australia.” 

The Aboriginal Culture & Australia Highlights tour will have limited departures in 2024 and 2025. Travellers can currently save up to 15% as part of the AAT Kings New Season Sale which runs until until  October 31, 2023, with prices from $8,609 per person, twin share. 

The tours will commence in Melbourne and conclude in Cairns.

For more information and to book visit: www.aatkings.com/amsc