A new Saudi Arabia chapter awaits Thailand following the normalisation of diplomatic relations between the two kingdoms earlier this year. For the tourism industry, the biggest change is the availability of non-stop flights without the need to transit in a third country.
Saudia, the Saudi national carrier, has been offering three weekly flights to Thailand since 28 February and from 29 March, will add daily service, with Jeddah-Bangkok-Jeddah offered on Monday, Wednesday, Friday and Sunday, while a Jeddah-Riyadh-Bangkok-Riyadh-Jeddah will be available on Tuesday, Thursday and Saturday. Thai Airways also announced plans to restore its service, but has yet to announce details of those flights.
In an effort to connect Thailand-based sellers with potential Saudi guests, the Tourism Authority of Thailand (TAT) is organising trade shows in Saudi Arabia on 15 May in Jeddah and 17 May in Riyadh.
Blue Diamond Affair: A sensational jewellery heist
In a story that could be the plot of a thriller, Thailand and Saudi Arabia have had strained diplomatic relations since 1989 when a Thai domestic worker stole millions in jewels from the house of a Saudi prince. The Saudi diplomats sent to Thailand to recover them either disappeared or were murdered, crimes that are still unresolved today. Through behind-the-scenes diplomacy, regular exchanges between Saudi Arabia and Thailand that had been broken off resumed earlier this year.
The TAT roadshow aims to be a platform for Thai businesses, including hotels, resorts, DMCs, spas and private hospitals, which want to woo new Saudi customers. TAT says it hopes to attract leisure travellers, as well as travellers interested in medical tourism and health and wellness.
While there are no country-specific projections for the region, the Thai Ministry of Tourism and Sports has stated its goal to attract 200,000-500,000 visitors from the Middle East including Saudi Arabia in 2022 and at least 1 million in 2023.
“TAT has high hopes for the Saudi Arabian market, but it needs to work to educate local tourism stakeholders on what is unique about the market,” says Hannah Pearson, founding partner of Pear Anderson, a consultancy that specialises in Muslim travel and tourism.
Pearson adds that Thailand is not alone in its desire to attract Saudi customers. “Thailand faces fierce competition in the Muslim-friendly tourism sector from other NTOs such as Japan, South Korea and Hong Kong, who have been putting in time and resources to develop attractive marketing initiatives. Not to mention competition now from other Muslim countries in the region reopening, such as Malaysia and Indonesia.”
Amorntheep Bhatia, managing director of Oriental Voyages, a Bangkok-based DMC, wonders if Thailand hotels are prepared to welcome tourists who have specific demands when travelling abroad.
“You have to respect the cultural, religious and logistical requirements when you are catering to an Islamic market,” says Bhatia. “Many Thai hotels still have to pull up their socks. Before you get excited about the Saudi market, have you done your homework?”
Bhatia says clients will choose hotels that go the extra mile, providing services like Arabic TV channels, someone on staff who speaks Arabic, female staff to serve female guests or signs with Arabic wording. “You have to be sensitive,” he said.
“Capella Bangkok is keen and working towards receiving tourists from the Saudi market," says Josephine Png, the hotel's director of sales and marketing. She is working with agents to develop the business and expects bookings to pick up around May, after the end of the month of Ramadan.
Bhatia is optimistic that Thai hotels will rise to the challenge, and when they do, Saudi tourists will pick Thailand. “They are excited to come,” he said.