Thailand Struggles to Attract Tourists Amid Competitive Landscape
PUBLISHED : 23 Dec 2024 at 06:41
Thailand’s appeal is waning as Japan experiences a surge in tourism popularity due to its competitive currency and focus on independent travelers. Industry leaders are calling on the Thai government to enhance attractions and elevate service quality to target an ambitious goal of welcoming 40 million tourists.
This year, Japan has seen over 33.3 million foreign arrivals within the first 11 months, surpassing its record of 31.8 million set in 2019, despite efforts to manage overtourism. Thailand, on the other hand, attracted 32 million tourists in the same timeframe.
Forecasts predict Japan will reach approximately 35 million tourists this year, closing the gap with Thailand, which had previously brought in 40 million visitors in 2019.
According to industry experts, Japan’s cities are better suited for independent travelers, offering superior rail connections, safety, cleanliness, and attractions. The number of Thai tourists visiting Japan soared to 1.3 million in 2019 following the easing of visa restrictions.
The prospect of lifting visa requirements for Chinese citizens could also shift the tourism focus towards Japan, which is already a favored destination for Chinese travelers, even with current visa limitations.
Japan’s tourism strategy is characterized by strong collaborative efforts from national to local authorities. Provincial tourism organizations actively engage in international travel fairs to showcase their offerings.
Despite Thailand’s rich natural resources and cultural heritage, experts warn that the country is increasingly seen as lacking fresh selling points that can entice visitors. There is considerable potential for Thailand to innovate its tourism attractions and enhance transportation standards, focusing on creative marketing strategies.
For instance, the immense popularity of the online game Black Myth: Wukong in China has driven domestic tourism, encouraging fans to visit locations featured in the game.
In Chiang Mai, tourism operators are striving to boost the region’s profile by highlighting key events like the Flower Festival in February and Loy Krathong in November, while also improving facilities to better serve visitors.
