Wealthy tourists wanted, Thailand's quest for 'the elite'

[buksida]

In The Beach, his 1996 novel, Alex Garland wrote: “Tourists went on holidays while travellers did something else. They travelled.” The cult classic, later adapted for the silver screen, was for years the blueprint and inspiration for scores of Western travellers who embarked upon the rite-of-passage trip to Thailand and its once-untouched islands, where hedonistic full-moon parties and Khao San Road guesthouses quickly became synonymous with Thailand’s overseas image as a backpacking mecca.

In the past few years, however, brand Thailand has attempted to shift its focus. The tourism authority is now eager to attract credit card-toting tourists, rather than the guidebook-bearing travellers who have frequented the Kingdom for the past two decades. The tourism and services sector currently represents 50.3% of national GDP and 44.5% of total employment, according to the finance ministry, although Thailand’s appeal has varied little in the past 20 years.

The tourism sector has embarked on a plan to move beyond the country’s diverse natural beauty, rich culture and the colourful chaos of Bangkok, in an attempt to compete with established luxury destinations such as Singapore and Hong Kong.

Dubbed the “golden year of Thai tourism”, the country welcomed a record 22.3 million visitors last year, while Bangkok surpassed London as the most visited city in the world, according to MasterCard’s Global Destination Cities Index.

In order to capitalise on this influx, the Tourism Authority of Thailand (TAT) has – through various initiatives, including social media campaigns – focused on raising awareness of medical tourism, eco-tourism and especially consumer-based tourism in key destinations.

Full Story: SEA Globe

[STEVE G]

In the past few years, however, brand Thailand has attempted to shift its focus. The tourism authority is now eager to attract credit card-toting tourists, rather than the guidebook-bearing travellers who have frequented the Kingdom for the past two decades.

I can see their point, when you look at the new generation of tourists now coming out of places like China and India, they're wealthy people and aren't going to be staying on Khao San Road!

[Chromeman]

Just hope they leave room for both kinds of tourists, or it can soon turn into something "plastic fantastic"...

[Gregjam]

From what I have seen and heard about Chinese tourists they do not spend a lot of money and the only place I saw a lot of Indians was at MBK rather than the expensive malls. Both can get most of the stuff you get here cheaper in their own countries so are probably here to sight see and then go home without spending a lot.

[Takiap]

My guess is that most "wealthy" tourists will be one-time visitors rather than repeat visitors. Millions of mangy soi dogs; sidewalks that cannot be used, the stench of sewage in many public places; filthy public toilets; etc; etc; etc, are all things which in my opinion will continue to count against Thailand as far as "wealthy" tourists are concerned.

Of course as I've said before, I love Thailand just the way it is.

[margaretcarnes]

Personally I think Leonardo de Caprio has a lot to answer for! Yes - 'The Beach' did attract more full mooners, and there's no way I would crticise Thai people for cashing in on it. But at the same time HH in particular turned against the backpacker tide. Again - understandable for a town of its' status.
HH aside though is Thailand really trying to lead the field and deliberately attract wealthier tourists - or is it simply being astute by responding to foreign demand?
There was certainly a period of reaction to the hugely successful ''Malaysia truly Asia' ad campaign, when Thailand didn't want to be left behind. But there also seems to be an increase in the kind of tourists who want trendy luxury spa resorts, and the kind of pampering which those Thai resorts do very well.
Even in the UK, in what many of us think are tough times, there are clearly plenty of people able to splash out a couple of grand or more each for a few days in their tropical paradise.
True - they aren't travellers. They may never set foot in Thailand again. The most exotic part of their trip might be a gentle guided tour of the Grand Palace. But if they can afford the price of such package deals in the first place they can afford to splash out while there. Maybe one elite tourist is worth a dozen or more of us more realistic LOS lovers who put quantity over quality.

[Spitfire]

To attract the wealthy 'credit-card-totting' tourists that spend in a bigger way would require so many things to change/be 'fixed' or cleaned up, as the type of tourists they want won't stand for a lot of what is abundantly in evidence everywhere you go. Police need to get their act together too as these types of tourists place much emphasis on safety (or the perception of) - everything from going to the market to taking a ferry - and not being robbed (actively or passively) the minute the walk out a hotel.

Guess we from the west would call it being more 'family friendly' or OAP couple friendly and not just for the intrepid/travel hardened characters. I don't see this happening too fast.

Agree with Takiap.

[Pleng]

1 night in a luxury hotel starts at 8,000bt minimum, climbing way up very rapidly.

Paid on a credit card it's difficult to hide the transaction and therefore there's more chance of at least *some* tax being paid on it eventually.

Plus, most of the credit-card tourists spend a lot of, or even all, their time in the hotel, eating in the restaurants, having massages, drinking in the bars... all on the card.

Between the guesthouses, bars and restaurants frequented by the average backpacker or expat in 6-months, I doubt the total amount of spends that will actually be taxed reaches 8,000bt! It's easy to see why the government would want to attract high-net-worth types who leave a paper trail behind them.

[STEVE G]

But there also seems to be an increase in the kind of tourists who want trendy luxury spa resorts, and the kind of pampering which those Thai resorts do very well.

Yes, many of my colleagues here with European wives and families go to Thailand for those sort of holidays and they seem to consider them a very good deal as they certainly go more than once. They basically like the resorts, the weather and the food.

[oakdale160]

Its the hotel industry that determines the agenda, not the tourism authority. The problem is, if they feel that things on the street outside their hotels are less comfortable than other SE Asia countries Thai could loose. Another smaller factor, other SEA countries are more active in improving English language abilities partly due to the onset of SEC nextyear. An event that Thai is treating in its usual manner, ignoring it and hoping it will go away.i

[oakdale160]

For Chinese tourists you need events or shows. I hear that the quality ladyboy shows in pattaya are packed with Chinese tourists.