Over the first half of 2024, Thailand's inbound arrivals had yet to reach pre-pandemic levels, primarily due to the slow recovery of Chinese tourism, which traditionally is a strong source market. Visitors from China remain significantly below 2019 levels, and are not expected to fully recover by the end of the forecast period.
Alongside the recent entry of new players, major airlines are expanding routes and capacity to meet the growing demand for travel, particularly targeting key markets in India as tourism revives. With the recovery of Chinese tourists still lagging, India is emerging as a significant market, with a strong interest in travelling to Thailand.
Lodging in Thailand has surged beyond pre-pandemic levels, with occupancy rates and average daily room rates on the rise due to the revival of tourism. The occupancy rate has returned to pre-pandemic figures, especially in southern provinces, while popular destinations such as Chiang Mai and Pattaya are experiencing increases in both inbound and domestic tourism.
While OTA platforms continue to lead online bookings of hotels in Thailand compared to direct suppliers, they face challenges as many lodging providers, particularly large hotel chains, increasingly prioritise direct bookings, often offering various benefits and loyalty programmes. Consequently, many travellers, especially local consumers, are shifting towards direct bookings to secure better rates and additional perks.
The Tourism Authority of Thailand is implementing various campaigns to attract Generation Z travellers, particularly from China, as total inbound arrivals are expected to return to pre-pandemic levels by 2025, despite ongoing lower numbers from China. These campaigns leverage Thailand's soft power through collaborations with influencers and celebrities, joint promotions, and the cultural ties between Thailand and China.
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Travel
Travel encompasses several categories including tourism flows, lodging, travel modes, in-destination spending and booking.
See All of Our DefinitionsThis report originates from Passport, our Travel research and analysis database.
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