Thailand to promote and develop high-value and sustainable tourism in 2024

Thailand's 2024 strategic direction is aimed at promoting and developing high-value and sustainable tourism. This shift towards high-value and sustainability aligns with evolving travel preferences across the world. Isada Saovaros, Director, Tourism Authority of Thailand (TAT) Mumbai, says by emphasising quality experiences, cultural immersion, and sustainable practices, Thailand aims to attract discerning travellers who contribute positively to the destinations they visit.

- Prashant Nayak

The Indian market has fared well for Thailand as it has shown resilience, with steady growth in tourist arrivals to the Land of Smiles. Indians have already crossed the million mark, and now Thailand is working towards welcoming two million tourists from India this year by promoting unique attractions, hidden charms, offbeat destinations, and local experiences scattered across the country. Thailand also continues to promote the 5Fs, their soft-power foundations: food, film, festival, fight, and fashion.

There are multiple reasons why Indian travellers are drawn to Thailand. It is one of the most easily accessible and affordable destinations from India, just a 4-hour flight away. The e-Visa-on-Arrival makes the visa acquisition process hassle-free for travellers. The country also has a range of affordable accommodations, transportation, and food options, making it a budget-friendly destination. Being a tourism-driven country, most Thai people can communicate in English, thus making it much easier for Indian tourists to navigate. Isada adds, “Thailand’s vibrant culture, diverse landscapes with beautiful beaches and islands all with different offerings, affordable luxury, the warmth of Thai hospitality, the availability of vegetarian cuisine, and the richness of shopping experiences further contribute to Thailand’s appeal to Indian tourists.”