TAT targets luxury and wellness tourism

Agency covets high-spending visitors

- NARUMON KASEMSUK

Thai tourism authorities will no longer promote cheap tour packages to compete with neighbouring countries, instead focusing on high-potential segments such as health and wellness, luxury travel and sustainable tourism, according to the Tourism Authority of Thailand.

Nat Kruthasoot, deputy governor for tourism products and business at the Tourism Authority of Thailand (TAT), said the agency accepts that emerging destinations such as Vietnam are grabbing market share from Thailand, especially among those looking for affordable prices.

Tourism product development will now emphasise attracting high-value visitors as well as tourism experiences rather than relying on mass volume as in the past, he said.

The products should meet sustainability standards, which European markets will adopt when partnering with operators in tourism destinations, such as the Global Sustainable Tourism Council standard.