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Thailand received 17.5 million foreign tourists in the first half of this year, making it the most visited country in Southeast Asia, thanks to a slew of promotional policies. Malaysia was second with 11.8 million arrivals, up nearly 30% year-on-year, according to data from its tourism ministry.
Furthermore, Vietnam was third with 8.8 million visitors, up 58%, followed by Singapore with 8.24 million, a 31% increase. Indonesia, which has the region’s largest economy, was fifth with 6.4 million, marking a 21% increase. For the remaining countries, it ranged between 3.16 million for Cambodia and 600,000 for Myanmar.
Thailand received 17.5 million foreign tourists in the first half of 2024 (Credit: Getty Images)
According to industry insiders, Thailand regained its throne as the regional tourism champion after losing the title to Malaysia last year thanks to its visa waivers, including permanently for Chinese visitors.
Since July it has increased the number of countries and territories whose citizens can enter without visas and stay for two months from 57 to 93. It also introduced the Destination Thailand Visa, which allows digital nomads, freelancers, and visitors interested in learning skills such as cooking and martial arts to stay for up to 180 days.
Thailand Visa (Credit: Ministry of Foreign Affairs, Kingdom of Thailand)
Tourism competition is heating up in Southeast Asia with Laos, Indonesia, and Malaysia announcing their own visa relaxation policies. So why is Thailand tourism still maintained as the top travel destination here? Let’s find out with Asia King Travel.
It can be claimed that Thailand is a country with many experiences, most of which leave travellers amazed. Undoubtedly at the top list is the food. From aromatic curries and sizzling pad thai to, above all, the firm favourite of many visitors, som tam or papaya salad, food vendors in this country boast about it.
These indulgences are worth noting in Thailand too: just as well worth their weight in gold, the world-class resorts, spas, and hotels return good value at a very reasonable price. In the words of the Tourism Authority of Thailand, visitors can unwind in style but without necessarily breaking the bank with classic Thai massage, refreshing spa treatments, and quality accommodation.
Thailand offers world-class resorts, spas, and hotels that return good value at a very reasonable price (Credit: Centera Hotels & Resorts)
Well, let's just say that already the tourists have been satiated with the rich cultural heritage. Besides, the country is packed with ancient temples displaying the national architectural patrimony and long-associated regard for the traditions of Buddhism, to name just a few examples among many, including Bangkok's Grand Palace and Chiang Mai's Wat Phra That.
Chiang Mai's Wat Phra That (Credit: Tripadvisor)
Boasting natural beauty, delicious food, affordable luxury, and a rich cultural heritage, Thailand will continue to leave millions of tourists in awe every year and retain its top ranking among Southeast Asian travel destinations.
Thailand retains its top ranking among Southeast Asian travel destinations (Credit: Shutterstock)
The Royal Government of Thailand has now placed more emphasis on sustainable and responsible tourism; hence, the success that the country has achieved in receiving a record number of foreign visitors has made it aware that any further increase in tourist arrival will place an avoidable pressure on its natural resources and cultural heritage. Therefore, Thailand is taking every measure to preserve its unique character.
A major strategy would be to convert large cities, such as Bangkok, Phuket, or Chiang Mai, into new routes for tourists. By diversifying tourism experiences, Thailand shows the rich culture and natural diversity while avoiding pressure held by extremely crowded tourist spots.
Convert large cities into new routes for tourists (Credit: Flickr)
Thailand is fantastically exploiting its rich cultural heritage to woo visitors from the global market. Colourful festivals of Thai culture and lifestyle, such as Loy Krathong and Songkran, help create experiential tourism products. Temple sightseeing, revival of traditional arts and crafts, and performing arts are some other things being done to give the tourists experiences as real as possible.
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Songkran Festival (Credit: iStock)
Travel in Thailand's marketing strategy heralds a clear plan of action for providing applicable means to mitigate the ill effects of mass tourism on the environment. More importantly, it is also working to lobby for ecological policies on waste management, energy conservation, and wildlife tourism together with the national government, the private sector, and the public.
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The foreign tourism industry in Thailand is back in 2024, and the people coming for this purpose are coming from across the countries globally. While the country had traditionally received many tourists from other Asian countries, it has seen a surge in travellers from Western countries in the past years.
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Thailand has seen a surge in travellers from many countries (Credit: Shutterstock)
China became the leading source market for Thai inbound tourism, with more than 11 million visitors in 2024. Economic relations between the two countries are strong, and a fast-growing middle class in China contributes to this trend in general.
The Thai tourism authorities also pamper Chinese tourists: one will never feel lost without a Mandarin-speaking guide, have the opportunity to order Chinese food, or enjoy Chinese-style hospitality.
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Chinese tourists in Thailand (Credit: AFP)
After China, the second and third largest source markets were Malaysia and India, respectively. Because of their proximity to Thailand, large populations, and increasing disposable incomes, these countries have become significant source markets. Since Thailand can be reached at affordable prices, its diverse attractions, along with cultural familiarity, make it an attractive holiday destination for travellers from these countries.
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Indian tourists in Thailand (Credit: Flickr)
Moreover, Europe remained a significant source of Thailand's tourism, with the United Kingdom, Germany, and France emerging as the biggest source markets, following the key European source markets. Thailand's appeal to tropical beaches, rich cultural heritage, and value-for-money offerings have earned the country's reputation as a favourite among Europeans in search of an exotic yet economical destination.
European tourists remained a significant source of Thailand's tourism (Credit: Freepik)
The United States and Australia have always been among the major source countries for Thai tourism. Strong economies and high disposable incomes in the said countries have enabled more travellers to come and experience the diverse offerings of Thailand. Furthermore, the rising popularity of wellness tourism and ample adventure activities are among the key drivers of this market.
Western tourists experience the diverse offerings of Thailand (Credit: IT)
Of course, there has also been a gradual increase in arrivals from these emerging markets, such as Russia, the Middle East, and South America. The country's tourism promotion boards actively market to these types of markets with special promotion campaigns and products that take into consideration particular preferences and sensitivity to culture.
Tourists crowd in Thailand (Credit: Shutterstock)
Generally speaking, it is plausible to assume that general marketing efforts, diversification in products and services, coupled with the ability to cater to specific needs and targeted preferences of different nationalities and demographics, have enabled Thailand to successfully win foreign tourists from different countries.
Strong tourism infrastructure allowed the record number of foreign visitors to inundate Thailand. It has a large transportation network, serving both domestic and international tourists.
Suvarnabhumi Airport in Bangkok is the main port of entry for travel to this country; it is among the greatest aviation hubs in Southeast Asia. Efficient services at the airport and its seamless connectivity to the rest of the transport system allow tourists to enjoy an easy travel experience.
Suvarnabhumi Airport (Credit: Human Resouce Online)
The country has a well-established road network, both with modern highways and scenic coastal roads, which gives easy access to most other parts of the country. The rail network is equally busy, where high-speed trains run side by side with more traditional lines, making this another economical and efficient way to see the contrasts of Thailand.
A Thailand's road network (Credit: Freepik)
All these facilities have been developed at strategic locations in the country, which include cultural centres, theme parks, shopping malls, and night markets. These many attractions enable a visitor to be provided with many experiences and a glimpse into the rich cultural heritage of lifestyles within this country.
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Visitor can fully experience the best of Thailand (Credit: Freepik)
Overall, Thailand's well-developed tourism infrastructure, combined with its commitment to continuous improvement and innovation, has positioned the country as a leading destination capable of handling the influx of foreign tourists while ensuring a seamless and enjoyable experience for all visitors.
If you are interested in this country, consider contacting us and building up your plan now! See you in the Land of Smile!
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