Thailand News – Three latest announcements from World Travel Market.
1.Thailand showcases ‘Ignite Thailand: Soft Power and Sustainability’ at WTM 2024
Igniting Thai soft power, cultural heritage, and sustainability in the global travel industry event.
The Tourism Authority of Thailand (TAT) is participating in the World Travel Market (WTM) 2024, from 5-7 November at ExCeL London, marking Thailand’s 43rd consecutive year at this premier travel industry event.
Under the theme “Ignite Thailand: Soft Power and Sustainability,” TAT has curated a spacious 400-square-metre Thailand Stand to connect buyers and sellers, emphasising Thailand’s rich heritage and commitment to sustainable tourism.
Her Royal Highness Princess Ubolratana will graciously visit the Stand, continuing a longstanding tradition of royal support for Thailand’s presence at WTM. The Princess will engage in a special activity, “Ignite Thailand’s Charm with Collaboration of TAT x Teddy House”, adorning a teddy bear doll with traditional Thai fabrics, symbolising the beauty and artistry of Thai textiles.
Inspired by the diverse indigenous fabrics of Thailand, the Thailand Stand highlights traditional reed mats, crafts, and vibrant handwoven textiles from across the country as well as the six provinces renowned for their unique natural dyeing techniques: Mae Hong Son, Lampang, Phrae, Sukhothai, Sakon Nakhon, and Loei.
Information on ‘Thai Craft Destination’ will be provided in combination with specialty travel routes focusing on low-carbon, luxury, and wellness experiences, alongside details about TAT’s partners, including hotels and travel operators. Additionally, visitors can enjoy a DIY experience, creating souvenirs from Thai traditional fabrics like lucky charms, brooches and pins.
Ms. Thapanee Kiatphaibool, TAT Governor, said “WTM is an important platform for the global tourism industry to converge. TAT is excited to engage with global tourism professionals, showcasing Thailand’s commitment to sustainability, cultural richness, and the soft power that makes the kingdom a premier destination for travellers worldwide.”
This year, the Thailand Stand hosts a diverse group of 42 Thai sellers, representing a 23.53% increase over 2023. This includes 32 hotels and resorts from popular destinations like Bangkok, Phuket, and Krabi, along with 10 Destination Management Companies.
Reinforcing TAT’s dedication to sustainable tourism, four of these sellers are Thailand Tourism Awards winners, 23 are STAR-certified businesses, and two are CF-Hotels.
Esteemed partners such as Thai Airways, Bangkok Airways, the Thailand Privilege Card, and the Sports Authority of Thailand further highlight this year’s collaborative spirit.
The UK is one of Thailand’s largest tourist markets. From 1 January to 31 October 2024, Thailand welcomed 739,837 UK visitors, with a year-end target of one million.
UK visitors to Thailand comprise 57.83% first-time visitors and 42.17% repeat visitors, with the majority (94%) travelling independently. They stay on average 18.33 nights, spending approximately 68,488 Baht per person per trip. Favourite destinations include Bangkok, Surat Thani, Krabi, Phuket, and Chiang Mai, with key motivations including leisure, family visits, sports tourism, and special celebrations.
During the upcoming high season from November 2024 to March 2025, there will be 552 direct flights from the UK to Thailand, offering a total of 174,864 seats, further facilitating access for UK travellers to Thailand’s diverse offerings.
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2.Thailand announces 2025 as the “Amazing Thailand Grand Tourism and Sports Year”
At WTM 2024, Thailand’s Tourism and Sports Minister reveals 2025 tourism agenda with new attractions, cultural celebrations, and global collaboration to bolster the tourism sector.
Thailand’s Minister of Tourism and Sports, Mr. Sorawong Thienthong, announced 2025 as the “Amazing Thailand Grand Tourism and Sports Year” at the Amazing Thailand Press Conference during the World Travel Market (WTM) 2024.
The “Amazing Thailand Grand Tourism and Sports Year 2025” aims to welcome travellers from around the globe with world-class festivities and privileges. “This campaign isn’t just a celebration; it’s an invitation for all to create unforgettable travel stories in Thailand,” Mr. Sorawong remarked.
Strategic Investments to Lead Global Tourism
Thailand is making significant investments to maintain its reputation as a top destination, with a tourism target of £75.55 billion (3.4 trillion Baht) for 2025. “The tourism industry is vital to Thailand’s economy, reflecting not only in economic gains but also in the communities uplifted and the millions of lives touched across the country,” Mr. Sorawong stated.
He elaborated on Thailand’s tourism direction, anchored in the ‘Ignite Thailand’ vision, emphasising that the nation’s prosperity is tied to the well-being of its people. This principle will guide every policy and initiative, ensuring that tourism positively impacts visitors, local communities, and the environment.
To support this, the government is enhancing infrastructure, easing visa processes, and fostering a seamless ASEAN travel network through the ‘Six Countries, One Destination’ policy. Recent moves, such as British Airways’ resumption of flights to Thailand, underscore the country’s commitment to accessibility and connectivity.
Promoting Unique Destinations and Cultural Experiences
The government is actively promoting hidden gem destinations like Nan, Phrae, and Sakon Nakhon to diversify travel experiences across the country. Additionally, attractions such as amusement parks, shopping centres, and entertainment venues are being expanded to cater to a broader range of travellers.
Thailand’s soft power is another essential asset, with efforts focused on preserving and promoting Thai traditions, arts, and crafts. The government is promoting the ‘Five-Must Do’ experiences – Must Taste, Must Try, Must Buy, Must Seek, and Must See, that capture Thailand’s unique charms, encompassing Thai cuisine, fashion, vibrant festivals, and beautiful scenery.
A Hub for Global Events and Entertainment
Thailand’s vision to become a hub for international events is reflected in a robust calendar of festivities, including the Amazing Thailand Countdown 2025, MotoGP events in February and March, and the iconic Songkran Festival in April. These events are anticipated to drive year-round tourism and contribute significantly to the national economy.
Invitation to the Global Community
Mr. Sorawong reiterated the importance of private sector involvement in energising Thailand’s tourism landscape and creating new investment opportunities. He extended an open invitation to investors, travel agencies, and media to participate in Thailand’s journey toward becoming a top global destination that benefits all stakeholders.
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3.TAT announces winners of Responsible Thailand Awards 2024
Awards presentation ceremony held annually at the World Travel Market in London as part of Thailand’s participation in the premier travel trade show.
The Tourism Authority of Thailand (TAT) has honoured five outstanding Thai tourism enterprises with the Responsible Thailand Awards 2024, recognising their exceptional contributions to sustainable tourism and their alignment with TAT’s commitment to advancing responsible, inclusive tourism.
The awards, presented by Thailand’s Minister of Tourism and Sports, Mr. Sorawong Thienthong, took place at the World Travel Market (WTM) 2024 as part of Thailand’s ongoing presence at this global travel industry event.
Ms. Thapanee Kiatphaibool, TAT Governor, said: “We are delighted to continue with the Responsible Thailand Awards, celebrating Thai tourism pioneers across five categories who exemplify excellence in sustainable tourism practices. Their contributions guide our industry towards a more responsible future. We hope these awards inspire others to prioritise sustainability in tourism, underscoring its importance for both societal and environmental well-being.”
In its 17th consecutive year, the Responsible Thailand Awards honours Thai tourism operators demonstrating best practices in environmental conservation, social responsibility, and sustainable tourism. The award categories were streamlined this year to align with TAT’s responsible tourism vision, covering five areas: Responsible Animal Welfare, Responsible Community Tourism, Responsible Conservation, Responsible Local Guide, and Responsible Tourism Accommodation.
Responsible Thailand Awards 2024 Winners
Responsible Animal Welfare: Elephant Hills
A repeat winner, Elephant Hills has previously won in 2015-2016 for Animal Welfare, in 2017 for Animal Welfare and Eco-Lodge / Eco-Hotel categories, and again in 2018 in the Eco-Lodge category. Known as Thailand’s first luxury tented camp, they offer nature safaris in Khao Sok National Park. Guests enjoy soft-adventure tours, ethical elephant experiences, canoe safaris, jungle treks, and boat trips.
Judges’ Comment: “Elephant Hills consistently upholds high standards of animal welfare, adhering strictly to the Association of British Travel Agents’ (ABTA) guidelines. Their veterinary care programmes and dedicated support for senior elephants stand out, as does their commitment to the welfare of the mahouts who care for the elephants. Their dedication to responsible tourism and conservation is exemplary.”
Responsible Community Tourism: Bang Rong Community-based Tourism
This is Bang Rong’s first win in the Responsible Community Tourism category. Located in Phuket, this community initiative began in 2001 to promote sustainable tourism while preserving its rich Islamic cultural heritage. With a focus on local cuisine, ecotourism, and organic products, it showcases a successful community-based tourism model.
Judges’ Comment: “An outstanding example of community-driven tourism, led by local women, Bang Rong integrates culture with eco-tourism in unique and meaningful ways. The 10% reinvestment of tourism profits into community projects highlights its positive impact.”
Responsible Conservation: Khao Lak Merlin Resort
Previously recognised in 2020 in the Hotel category and in 2021 as an Eco-Lodge, Khao Lak Merlin Resort is a winner again in the Responsible Conservation category. Their eco-friendly approach preserves the natural beauty of Khao Lak, allowing guests to connect with the area’s biodiversity.
Judges’ Comment: “With impressive conservation initiatives, including partnerships with wildlife conservation projects, Khao Lak Merlin Resort exemplifies sustainability in action. Their upcoming Nature Lab project is a promising addition to their already extensive conservation efforts.”
Responsible Local Guide: Ms. Wipaporn Ord (All Points East)
This is Ms. Wipaporn’s first win, recognising her 25-year dedication to promoting off-the-beaten-path destinations in Thailand. Known for her volunteer work, she has also supported communities, such as a kindergarten in a hill-tribe village in Chiang Rai.
Judges’ Comment: “Ms. Wipaporn has made an incredible impact on responsible tourism, bringing travellers closer to authentic Thai experiences. Her deep local knowledge, environmental commitment, and involvement in community support initiatives set a high standard for sustainable tourism guides.”
Responsible Tourism Accommodation: Anurak Community Lodge
This first-time winner in the Responsible Tourism Accommodation category opened in 2016 at Khao Sok National Park. With its eco-friendly practices and commitment to rainforest conservation, Anurak Lodge has become a model of sustainable accommodation.
Judges’ Comment: “Anurak Community Lodge’s strong sustainability plan and its impactful ‘Rainforest Rising’ programme truly set it apart. This eco-lodge is not only a beautiful retreat but also a meaningful supporter of environmental and community wellbeing.”
A Commitment to Sustainable Tourism
Over the past year, TAT has achieved significant milestones in solidifying Thailand’s position as a preferred destination, offering quality, safety, and unparalleled experiences.
“Through our Sustainable Tourism Goals or STGs, we encourage tourism operators to adopt sustainable practices that reduce environmental impact while maximising visitor satisfaction. We look forward to fostering innovation, strengthening partnerships with local communities, and establishing new benchmarks in eco-friendly tourism. Together, we aim to ensure the benefits of tourism are shared equitably, contributing to the well-being of all Thais and setting new standards globally,” Ms. Thapanee concluded.
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