Can tourism in Thailand be saved?

Vietnamese tourists wearing traditional Thai clothing pose for photos at Wat Arun temple in Bangkok, 2023. Photo: Reuters .

Omri Morgenshtern, CEO of online travel platform Agoda, said that amid political tensions and rapid changes, diversifying the source of tourists is particularly important for Thailand.

"If a country relies too heavily on a single market, the risks are enormous," he told the Bangkok Post.

Data from the Tourism Authority of Thailand shows that the sources of visitors to the country are quite diverse. The three largest markets only contribute 35% of the total number of visitors, much lower than many countries in the region.

In Indonesia, Singapore, and Japan, the top three markets accounted for 37%, 40%, and 51% of total visitors, respectively. Some emerging destinations like Vietnam recorded up to 53% of visitors from these three key markets.

Vietnamese tourists explore Sukhothai, the first capital of Thailand. Photo: Nguyen Do La Phan.

According to Agoda, the top five booking markets for Thailand on their platform are Malaysia, China, South Korea, India, and Japan. China dropped to second place due to safety concerns, while India rose from sixth to fourth thanks to its visa-free policy.

Searches for Thailand also surged from emerging markets such as the Netherlands, Israel, and Indonesia, with increases of 78%, 76%, and 43% respectively compared to the same period last year.

Mr. Morgenshtern stated that international tourists are attracted by Thailand's beaches, shopping, cuisine, and cultural experiences. Price remains the biggest factor influencing travel behavior in Thailand, as well as across Asia.

The expansion of the regional middle class continues to drive travel demand, thanks to more affordable international options, particularly to second-tier destinations with prices competitive with domestic travel costs. This trend is helping smaller cities attract larger numbers of visitors, he said.

Asian tourists tour the interior of the Grand Palace in Thailand. Photo: Reuters .

According to Agoda, the most booked destinations for international travelers this year include Bangkok, Phuket, Pattaya, Chiang Mai, and Hat Yai.

Despite the decline in Chinese tourists, Mr. Morgenshtern believes this market still has significant room for recovery, as it is currently Thailand's second-largest source of visitors and Chinese tourists continue to travel internationally.

Regarding the severe flooding in Hat Yai and southern provinces, Agoda stated that it is assisting affected travelers by providing refunds and finding alternative options. The company believes the situation will improve once repairs are completed.