QUALITY OVER QUANTITY
There are both revenue and social benefits in wooing “quality over quantity” in the form of individuals willing to put down medium-term roots in your country and local economy, said Mr Paul Pruangkarn, the chief of staff at the Pacific Asia Travel Association (PATA).
“If I’m just looking at revenue generation, yes, I’m going to look at those long haul markets and those digital nomads. Because they are going to stay longer, they’re going to spend more.
“Also you saw some of the backlash from communities against tourists too recently in Barcelona,” he said, referring to incidents where local protesters harassed international visitors on city streets over high rent prices due to a surge in Airbnb listings, the closure of local businesses in favour of tourist-focused enterprises and poor conditions for service workers.
The Thai government has an official target of 40 million visitors in 2024. Mr Pruangkarn said it needed to “walk a tightrope” between ensuring the private sector, including hotels and airlines, can enjoy the pure visitor numbers to remain profitable, and maintaining both a sustainable industry and social cohesion.
“It’s really that’s something that we’re keeping an eye on. We need to be able to balance people, profit and the planet, especially now out of COVID when everyone’s rushing to get visitors and to make money,” he said.
The constant pursuit of growth also takes a toll on infrastructure and inevitably the experience of tourists as they enter and depart the country – a concern that longer stays can also address to some degree, he said.
Thailand’s main airports are set to undergo capacity expansion works in the coming years to alleviate arrival and departure bottlenecks.
Notably, that will include the major expansion of U-Tapao international airport, close to Pattaya, expected to start this year and a high-speed rail network to connect it with Bangkok’s Suvarnabhumi and Don Meuang airports, with works slated to begin in 2025.
“There is pressure on our entry and exit infrastructure, particularly at popular airports, border crossings, and during peak season. A shift towards quality tourism over quantity could alleviate some of these pressures,” said Mr Nithee.
He said that the TAT will work with its tourism partners to offer special packages or deals for those staying in Thailand longer and encourage tourists to travel all year round.
“Longer stays provide more stable tourism income, helping to smooth out seasonal fluctuations,” he said.
“When we talk about “quality tourists”, we’re referring to travellers who bring more than just economic value to a destination. These individuals stay longer, immerse themselves in local culture, and prioritise sustainable and responsible travel practices.
“They’re not just looking for a quick getaway but a meaningful experience that allows them to connect with the place they’re visiting on a deeper level,” he said.
In a cutthroat tourism sector, Mr Pruangkarn said he expected governments to continue to adapt their immigration policies. And while Thailand may have been slower than others to open its borders to a new breed of workers, he believes it is cognisant of the value they bring.
“Am I surprised it took so long? Yes. Do I understand why it took so long? Of course. I think there are challenges,” he said.
“But you have to stay competitive. You have to say, what can I do to make sure that I’m one step ahead of my neighbour?”
