Thailand’s strategy is to promote the country as a “quality” leisure destination in the coming year.
Speaking at World Travel Market, the Tourism Authority of Thailand’s deputy governor of international marketing, said niche markets will be a primary focus for the body.
Juthaporn Rerngronasa said: “Markets of focus include honeymooners, sport and students.
“Students and backpackers are seen as a strong group as they spend a lot of time in the country and go to the less-explored areas.”
The student backpacker market spends 17 days in Thailand on average.
“That market then becomes the high-end luxury market,” said Rerngronasa.
“Thailand leaves a mark on them and they come back later in life – a lot of our high-end has been before. They will also likely be repeat visitors.
“It’s important we get that first visit from them.”
Thailand has a 66% repeat business rate.
Thailand’s national carrier, Thai Airways, hosted the country’s princess Ubolratana Mahidol at their stand at WTM on Monday.
The princess – a tourism ambassador and representative of the Royal Thai Government – met UK travel agents and hotel operators to encourage them to visit Thailand.
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