Everything you need to know about travel in Thailand from 2023 and beyond

Unrecognizable Caucasian couple visiting the Thai temple, while holding hands
By Zach Havard


Ahead of The Tourism Authority of Thailand’s (TAT) ‘Amazing Thailand Fest 2023’ in Sydney, a group of travel media attended a luncheon to hear all the news out of ‘The Land of Smiles’.

Speaking from the incredible Watersedge at Campbell’s Stores in the Rocks, TAT marketing manager, Sherley Handjojo updated those in attendance on the current Thai tourism landscape and highlights as well as outlined the marketing and communications direction for the years to come.

In 2022, 11.15 million international passengers arrived in Thailand, generating a revenue of around AUD $25.9 billion.

Between 1 January and 31 July this year, Thailand has also seen over 15 million international arrivals, generating AUD $28.2 billion. The top five markets were Malaysia, China, South Korea, India and Russia. Australia sits at 16th, which Handjojo expects to rise.

Asked if the connectivity between Australia and Thailand was part of the reason that Aussies are not in the top markets for Thailand, Handjojo said, “It’s not enough… [the] flights from Australia to Thailand.”

In 2023, TAT expects to see between 25 and 30 million international tourists and 135 million domestic trips and hopes to see revenue return to around 80 per cent of the tourism revenue generated in 2019.

TAT has set a ‘best case’ target of three trillion Baht (AUD $131.7b) for 2024, estimating 64 per cent of the goal to come from international travel and 36 per cent from domestic tourism to from around 35 million international visitors and 200 domestic trips in 2024.

Thailand hopes to attract four key markets; millennials & gen z, digital nomads, families and health-conscious travellers to enjoy experience-based travel and tourism in its nation with five target experiences:

  • Activity and adventure
  • Family friendly and wellness
  • Culinary tourism
  • Cultural experiences
  • Luxury travel

Speaking on the TAT’s approach to sustainable tourism, Handjojo said, “2024 will be the year of accelerating Resilience, transforming Thailand’s tourism into High Value and Sustainable Tourism.

“We would like to elevate and move forward to a better tourism ecosystem.

“To build this, we need to become less reliant on the number of tourists and focus more on increasing tourism spending, attracting quality tourists, developing the supply chain with our partners, and distributing income fairly to the local communities.

“We need to create a balance between economic wealth, social well-being, and environmental wellness.”

Amazing Thailand Fest 2023

Over the weekend, TAT also hosted its 2023 ‘Amazing Thailand Festival’  to inspire local Australians and visitors alike to visit Thailand through a joyful showcase of Thai culture and traditions and an array of
experience-based tourism experiences.

The two-day Amazing Thailand Festival 2023 in Sydney was conceptualised to present a fun and
happiness aspect of Thai festivals in combination with cultural performances and Muay Thai
shows.

Authentic Thai food and beverages from some of the best Thai restaurants in Sydney
were also on offer along with DIY workshops on upcycling plastic waste initiatives and traditional Thai
arts and crafts.

“The Amazing Thailand Fest 2023 is a series of four events scheduled for New York, Barcelona,
Osaka, and Sydney between June and August to promote Thai soft powers and meaningful
travel experiences that can be enjoyed in Thailand,” executive director advertising and PR, Thailand Authority of Tourism, Parichart Boonclai, said.

“All events including this one in Sydney present a range of showcases, performances, and activities that underscore Thailand as a unique destination.”

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