DestinationsTAT governor Yuthasak Supasorn is intent to offer meaningful travel experiences to 25 million international tourists in 2023.

The soft power of Thailand's 5F tourism

By Xinyi Liang-Pholsena

Mar 27, 2023

"We wish to deliver fresh travel experiences through new segments like sustainable and responsible tourism, health and wellness, and remote workers, while highlighting Thailand’s soft power 5F," says Yuthasak Supasorn, governor of the Tourism Authority of Thailand.

Yuthasak Supasorn, governor of the Tourism Authority of Thailand expects to welcome over 25 million international tourists in 2023 by creating meaningful travel experiences that benefit communities and the environment, while promoting Thailand's soft power 5F - Food, Fight, Film, Fabric, and Festival, and its strength in nature, Thainess, and hospitality.

The view ahead

In 2023, we expect to see around 25 million international tourists to Thailand now that China has reopened its border. In terms of revenue, we are hoping to see around 80% of the tourism revenue generated in 2019, which is expected to be 2.38 trillion baht (US$72 billion). The figures come from 1.5 trillion baht from the overseas market and 880 billion baht from the domestic market.

New plans in store

This year, TAT will continue with the “Visit Thailand Year 2023, Amazing New Chapters” campaign to inspire tourists to explore our wonderful country and to write their own impressive chapters, which they can then share with their friends and family.

We wish to deliver fresh travel experiences through new segments like sustainable and responsible tourism, health and wellness, and remote workers, while highlighting Thailand’s soft power 5F - Food, Fight, Film, Fabric and Festival, and our strength in nature, Thainess, and the warm hospitality. TAT aims to create a meaningful travel experience that will not only be meaningful for travellers, but also for the communities and the environment.

Top opportunities and concerns

I am very excited to see Thailand’s tourism returning to its vibrant atmosphere, as many airlines have increased flights and routes to Thailand. The return of Chinese travellers will help further stimulate the tourism industry. TAT expects that around 300,000 Chinese tourists will visit Thailand in 1Q 2023. In 2023, we also expect to see many events, festivities, and festivals returning to full scale.

As for concerns, we are monitoring the rising airfares in some countries, inflation, and economic recession. The situation has made some travellers become hesitant in choosing to travel, or they may reduce their travel destinations. Our challenge is to make Thailand stand out from our competitors as well as create a travel experience that is worthwhile for the travellers.