Thailand is bracing for a wave of South Korean tourists during the six-day Chuseok holiday, aiming to maintain its strong tourism performance and achieve a record 2 million Korean visitors by year-end. Despite stiff competition from neighboring destinations like Vietnam and Japan, Thai tourism operators remain optimistic.
Chuwit Sirivejkul, the Tourism Authority of Thailand’s (TAT) regional marketing director for East Asia, highlighted that South Korean tourists have consistently ranked among Thailand’s top inbound markets since the beginning of 2023. As of August 28th, Thailand has welcomed approximately 1.22 million South Korean visitors this year. Daily arrivals average between 6,000 and 7,000 on weekends and holidays, while weekdays see around 5,000, according to Chuwit.
During last year’s Chuseok holiday, the number of South Koreans traveling abroad reached 737,687, surpassing the figures from the same period in 2019. Chuwit anticipates at least 23,000 South Korean tourists to visit Thailand during the Chuseok period from September 14th to 17th, with each trip estimated to cost between 40,000 to 50,000 baht (US$1,180 to 1,470).
With flights between Thailand and South Korea now fully operational, the market is projected to expand further in the final quarter of the year, potentially reaching the 2 million mark. Last year, 1.66 million South Korean tourists visited Thailand, slightly below the 1.88 million recorded in 2019.
Sisdivachr Cheewarattanaporn, President of the Association of Thai Travel Agents (ATTA), observed that while the number of Korean tour groups has rebounded, they are now traveling in smaller groups. ATTA is planning a roadshow to Seoul and Kwangju in South Korea next month, recognizing these cities’ potential to attract a significant number of travelers.
Promotional efforts specifically targeting South Korean tourists are seen as a strategy to counter slower growth from markets like Japan and China. Chuwit explained that due to the increasing number of Korean travelers visiting Japan and Vietnam, TAT is concentrating on retaining existing visitors and appealing to younger generations.
By July, over 5.1 million Koreans had visited Japan, while Vietnam attracted 3.6 million Korean tourists, making them the top visitor group in 2023. Chuwit attributed Japan’s attractiveness to its weak yen, which has significantly boosted its appeal.
The TAT plans to continue its partnerships with major Korean travel agents and will host the Thailand Golf Travel Mart next month to attract international buyers, including those from South Korea. Sisdivachr emphasized the importance of maintaining high hospitality standards and improving accessibility to remain competitive with emerging destinations like Vietnam and established ones like Japan.
