Tour operators have welcomed Tourism Authority Thailand's decision to launch a marketing campaign in September, highlighting the destination's value.
The tourism board aims to attract 750,000 UK visitors this year after a 50,000 drop in holidaymakers last year.
Hayes and Jarvis regional contracts and products manager Far East Andrea Loddo said TAT's new marketing campaign would fit well with the operator, which has seen double-digit growth in passenger numbers to the destination and which is one of the operator's top three sellers.
He added: "Last year our focus was on the fact that Thailand offered great product, quality and service from three to five-star.
"Now is a good time to showcase the fact that a 14-night holiday in Thailand is better value than one in Kenya or the Caribbean."
Funway Holidays product development director Far East Melissa Tilling said the operator's Thai programme had proved a strong seller since its introduction in May 2008 with 15 hotels in six different destinations, including a Bangkok option.
The average booking value is £900 with the average length of stay being 12.5 nights. Around 95% of all customers opt for a stay in Bangkok with the average length being two and a half nights.
Tilling said TAT's decision to focus on value will work with the country's hoteliers who last year started responding to a slowing market, adding: "There are a lot of tactical offers on the market now."
Even in January operators were focusing on the value Thailand offered. Kuoni head of product Wendy Kenneally claimed the country's value had helped it keep second place in the operator's top 10 selling destinations despite the political riots last year.
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