In a tourism turnaround, Thailand has scrapped its proposed tourist tax. Instead, the Tourism Authority of Thailand (TAT) is targeting luxury travellers through its newly launched marketing campaign focused on meaningful experiences and extended visas.
Last year, the Thai government approved a proposal to charge 300THB (around AUD$12.30) to tourists arriving by air and 150THB (around AUD$6.15) to those entering by land or sea from 1 June 2023.
First floated before the pandemic, the tourism-reliant nation decided to move forward with the small entry fee after a surprisingly quick inbound visitor rebound.
In 2023, Thailand welcomed 28.15 million international visitors after lifting all restrictions – well above TAT’s predicted 25 million.
The tourism tax was designed to offset medical costs accrued by international tourists at Thailand’s public hospitals and support domestic tourism development but faced widespread opposition.
In its decision to scrap the levy, the Thai government expects an uplift in tourist spending in other sectors, such as dining, shopping and other activities, boosting the visitor economy more than the proposed fee revenue.
According to TAT, Thailand’s Prime Minister, Srettha Thavisin recently said the government would be prioritising the promotion of 55 second-tier tourist provinces, calling on the governors of those regions and tourism authorities to look at ways to enhance their tourism offerings.
Attracting high-quality travellers
Shared with global buyers at the recent Thailand Travel Mart Plus (TTM+) event in Khao Lak, TAT’s newest marketing campaign ‘Amazing Thailand: Your Stories Never End’ highlights high-end and meaningful local experiences from stunning island stays to gastronomic tours.
TAT strongly focuses on sustainable tourism development as the nation grapples with overtourism, which saw popular The Beach destination Maya Bay on Koh Phi Phi closed to rehabilitate the environment.
Thailand also increased the number of eligible countries for visa-free entry from 53 to 97 from 1 June 2024 and extended its 30-day stays to up to 60 days to attract more international visitors, particularly retirees, students and digital nomads.
These recent moves have seen the nation welcome 12.1 million visitors in the first four months of 2024, a 39 per cent increase on the same period last year, with an annual target of 40 million in total.
For more info, head to tourismthailand.org
