Call to zero in on high-quality tourists

Thailand should shift its focus to attracting high-quality travellers, meaning those with high spending power and concern for the environment, according to wellness resorts operator Chiva-Som.

- KUAKUL MORNKUM

A recent initiative to shorten the visa-free duration could hinder this goal, noted the firm.

Krip Rojanastien, chairman and chief executive of Chiva-Som International Health Resorts, said Thailand's wellness industry has significant growth potential as the country has a global reputation for its top-tier wellness services.

There is also a huge opportunity in terms of expanding market size, he said.

Citing a report from the Global Wellness Institute, Mr Krip said global wellness tourism was valued at roughly US$830 billion in 2023, with the Thai market accounting for $12 billion, less than 2% of the global total.

"The Thai wellness industry is expected to experience continued growth this year," he said.

Last month, it was reported that authorities were considering shortening the visa-free stay period from 60 days to 30 days.

The initiative aims to curb illegal business activities that exploit the visa-exemption policy.