Thailand is experiencing a remarkable resurgence in tourism, setting its sights on a record-breaking year. With travel back in full swing, the country has ambitiously set a target of attracting 40 million tourists in 2024, aiming to generate a staggering 3.5 trillion baht (€94 billion) in tourism revenue.
The Southeast Asian nation is well on its way to exceeding its ambitious goals. The first quarter of 2024 saw Thailand welcome 9.4 million international visitors. By July 31st, the country had already reached 20 million tourists, marking the halfway point towards its target. With the peak tourist season approaching in November and December, the outlook for year-end numbers is incredibly optimistic.
To accelerate the recovery and attract even more visitors, Thailand has introduced new visa waivers and extended visa durations. In July, 36 additional countries were added to Thailand’s visa-free list, bringing the total to 93. Furthermore, the stay for citizens of visa-exempt countries was extended from 30 to 60 days, with the option to extend for another 30 days. For digital nomads, a revamped visa program now allows for a stay of up to 5 years, with multiple entries permitted, each up to 180 days.
Amid growing concerns about overtourism globally, Thailand is taking a strategic approach. The country is not only focused on increasing visitor numbers but also on attracting higher-spending tourists. This strategy aims to ensure tourism continues to contribute significantly to the GDP while simultaneously maintaining environmentally responsible practices at tourist destinations.
Of the 20 million tourists who visited Thailand in the first half of the year, approximately 4 million came from Europe. Major sources include the UK, Germany, France, and Sweden. Ambassador Patarachoke noted that from Sweden’s population of 10 million, a remarkable 100,000 Swedes visit Thailand annually. Many European visitors are repeat travelers, familiar with Thailand and now seeking out lesser-known destinations and deeper interactions with local communities.
To ensure sustainability, Thailand has started implementing restrictions at some of its most popular attractions. For instance, certain beaches are closed during fish mating seasons, allowing marine populations to recover. These measures demonstrate Thailand’s commitment to responsible tourism practices and preserving its natural beauty.
