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Quality over quantity
Paul Pruangkarn, chief of staff of the Pacific Asia Travel Association (PATA), said “quality over quantity” can bring both revenue and social benefits by attracting talent willing to put down roots in your country and the local economy in the medium term.
“If I just look at the revenue streams, yes, I’d look at those long-distance markets and those digital nomads. Because they stay longer, they spend more money.
“Recently, you’ve also seen a backlash against tourists in some neighborhoods of Barcelona,” he said, referring to incidents of local protesters harassing international visitors on the city’s streets, blaming a surge in Airbnb listings for high rents, the closure of local businesses in favor of tourism-focused businesses, and poor working conditions for service workers.
The Thai government’s official target is to receive 40 million tourists by 2024. Mr Pruangkarn said the government needed to “walk a tightrope” between ensuring the private sector, such as hotels and airlines, could enjoy the sheer number of tourists to remain profitable, while maintaining a sustainable industry and social cohesion.
“That’s really what we’re focused on. We need to be able to balance people, profits and the planet, especially now that the pandemic is behind us and everyone is desperate to attract tourists and make money,” he said.
He said the relentless pursuit of growth would also take a toll on infrastructure and inevitably affect the experience of tourists when they enter and leave the country – a problem that could also be addressed to some extent by extending their stay.
Thailand’s main airports are planning to expand capacity in the coming years to ease bottlenecks in arrivals and departures.
Notably, this will include a major expansion of U-Tapao International Airport near Pattaya, expected to begin this year, and a high-speed rail network connecting Bangkok’s Suvarnabhumi and Don Muang airports, with work expected to begin in 2025.
“Our immigration infrastructure is under pressure, especially at popular airports, border crossings and during peak tourist seasons. Shifting from quantity to quality tourism can alleviate some of the pressure,” Mr Nithee said.
He said the Tourism Authority of Thailand will work with tourism partners to offer special packages or deals for tourists who stay longer in Thailand and encourage tourists to travel year-round.
“The longer the stay, the more stable the tourism revenue will be, which helps to smooth out seasonal fluctuations,” he said.
“When we talk about ‘quality tourists’, we mean those who bring more than just economic value to a destination. These are the people who stay longer, immerse themselves in the local culture, and prioritize sustainable and responsible travel practices.
“They’re not just looking for a quick getaway, but a meaningful experience that allows them to develop a deeper connection with the place they’re visiting,” he said.
In the competitive tourism industry, Pruankarn said he expects governments to continue adjusting their immigration policies. Although Thailand may be slower than other countries to open its borders to a new wave of workers, he believes the country has realised the value they bring.
“Am I surprised it took so long? Yes. Do I understand why it took so long? Absolutely. I think there were challenges,” he said.
“But you have to be competitive. You have to ask yourself, what can I do to make sure I’m one step ahead of my neighbors?”
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