≡-Thailand Tourism Authority Targets Long Haul Growth With New Stimulus Campaign – Viral of Today

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Home » ASIA » Thailand Tourism Authority Targets Long Haul Growth With New Stimulus Campaign Wednesday, July 9, 2025Thailand’s travel market faces a tumultuous second half of 2025, international carriers indicating that they have experienced a sharp decline in short-haul sales but promising growth in long-haul markets. These shifts are bringing challenges but also possibilities for Thailand’s travel authorities and overseas carriers as they work toward seeing the kingdom reach 2025 tourism goals. To mitigate losses in short-haul travel, the Tourism Authority of Thailand (TAT) has unveiled a dedicated stimulus campaign to spur international travel, primarily from China and India.Short-Haul Market Struggles in 2025According to Pattaraanong Na Chiangmai, Deputy Governor for International Marketing for Asia and the South Pacific at TAT, the second half of 2025 presents significant hurdles for Thailand’s short-haul tourism market. Data from Forwardkeys, an air traffic data company, reveals that forward bookings for short-haul flights to Thailand have significantly decreased for the remainder of the year, compared to 2024.From June to December 2025, bookings from short-haul markets have decreased by an alarming 22%, totaling just 849,034 seats. The Southeast Asia, South Asia, and Oceania regions, which are major contributors to short-haul tourism to Thailand, experienced a 16% decrease, translating to 303,325 booked seats. The East Asia market, which traditionally brings a large volume of visitors to Thailand, contracted by 25%, including a 40% decline in bookings from China, down to just 109,676 seats. The decrease in demand from China is particularly concerning, as China is one of Thailand’s largest source markets.The overall decline in short-haul travel has significantly impacted Thailand’s ability to reach its tourism target of 28.2 million foreign visitors by 2025. In the first half of 2025, Thailand welcomed only 16.6 million tourists, with 11.1 million of them coming from short-haul markets. This is well below the expected number, raising concerns over the country’s ability to meet its tourism goals by the end of the year.Long-Haul Market Resilience Amid Short-Haul ChallengesDespite the struggles in short-haul travel, Thailand’s long-haul tourism market has shown strong resilience. According to Chiravadee Khunsub, TAT’s Deputy Governor for Europe, Africa, the Middle East, and the Americas, long-haul arrivals continue to exhibit robust growth. In the first half of 2025, Thailand welcomed 5.5 million long-haul tourists, and the country is on track to meet its projection of 10.7 million long-haul arrivals for the year.Forward bookings from long-haul markets are also up for the third quarter of 2025, with 713,491 seats already booked, compared to 677,211 in the same period of 2024. Passengers from Europe, the Americas, and Africa are expected to increase year-on-year, signaling a positive trend for Thailand’s tourism sector. However, the Middle East market is expected to see a 9% decrease in bookings, with 97,246 seats anticipated. This decline is attributed to ongoing geopolitical tensions in the region, particularly between Iran and Israel, which have dampened travel demand.TAT’s Stimulus Program to Boost TourismTo counter the decline in short-haul bookings, TAT is launching a major stimulus initiative designed to bolster Thailand’s tourism sector. The Summer Blast China & Overseas Market program, worth 750 million baht, aims to attract over 790,000 international visitors over the next year. The program offers subsidies to airlines and tour operators to incentivize them to increase flights and tourism services to Thailand.Commercial Head Nuntaporn Komonsittivate from Thai Lion Air expressed interest in joining this joint-promotion initiative. She sees potential in increasing foreign passenger numbers on existing routes, particularly from countries such as China, Indonesia, and India, where Thailand has seen declines in bookings this year. Thai Lion Air’s Chinese routes, in particular, have experienced a 60-70% load factor, which indicates untapped potential in the market.Lufthansa Group, which operates daily flights to Thailand through its airlines Lufthansa, Swiss, and Austrian Airlines, is taking a more cautious approach. Anlee Do, Lufthansa Group’s General Manager for Thailand and the Mekong Region, stated that the airline would need to carefully study the TAT’s proposal before deciding to participate. However, the Lufthansa Group remains committed to its operations in Thailand, particularly during the high season, and plans to increase flight capacity in the winter to accommodate growing demand from European travelers.Challenges in the Short-Haul Market: Geopolitical and Economic FactorsSeveral factors are contributing to the decline in short-haul bookings. The ongoing geopolitical tensions between China and several Southeast Asian countries, including Thailand, have negatively affected travel demand from the region. Economic slowdowns in key Asian markets, such as China and Japan, have also led to a reduction in outbound travel. Additionally, rising costs of travel, including airfare and accommodation, have made international travel less affordable for many consumers in short-haul markets.The dip in bookings from China, a historically key market for Thailand, is particularly notable. Analysts suggest that the ongoing trade tensions and diplomatic challenges between China and neighboring countries are having a direct impact on travel. However, experts remain optimistic that the relaxation of travel restrictions in China will lead to a rebound in future years.Impact on Thailand’s Tourism OutlookThe mixed trends in short- and long-haul travel pose a challenge for Thailand’s tourism sector, but there is still optimism that strategic efforts can mitigate the decline in short-haul bookings. The success of TAT’s Summer Blast China & Overseas Market program and other promotional initiatives will be key in boosting tourism, especially from short-haul markets in Southeast Asia and South Asia.For Thailand to meet its target of 28.2 million foreign tourists by 2025, sustained efforts from both the public and private sectors will be crucial. By focusing on long-haul markets while revitalizing short-haul demand, Thailand’s tourism industry can work towards a more balanced and resilient recovery.Conclusion: Strategic Collaboration towards a Resilient FutureThailand’s future in tourism depends on strategic partnerships, governmental action, and collaboration with tour operators and air carriers. Though domestic travel holds challenges, strong long-haul markets hold enormous potential for future development. When appropriately positioned, Thailand’s tourism will have the ability to adapt and thrive, holding its position within one of the world’s top travel destinations in the years to come.Tags: Airline Promotions, Asia, Australia, bangkok, china, Europe, European tourism to Thailand, germany, global travel, India, long-haul tourism, Middle East, Munich, short-haul bookings, southeast asia, Thailand, Thailand Tourism, Travel, United States, Vienna

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