A recent Tourism Authority of Thailand (TAT) survey sheds light on the shifting spending patterns of foreign tourists in the wake of the pandemic. Conducted in 2023 and involving 30,054 tourists, the survey reveals a notable increase in expenditure on accommodation, with visitors showing a preference for luxury hotels or resorts despite higher airfares. On average, tourists spent 50,900 baht per trip, a significant uptick from previous years, with accommodation costs accounting for a substantial portion at 23,518 baht per trip.
Moreover, the survey indicates a change in dining preferences among tourists, with a growing number opting for street food experiences. This shift has led to a decrease in average spending on food and beverage, dropping from 5,875 baht in 2019 to 4,094 baht in 2023.
The emergence of café hopping as a popular trend among tourists is also highlighted, reflecting evolving consumer behaviors. The survey further delves into spending patterns across different nationalities, with tourists from the Middle East identified as the biggest spenders, followed by visitors from Oceania, the US, and Europe.
In terms of travel bookings, the survey underscores the increasing reliance on online platforms, with a majority of individual travelers (53.7%) utilizing digital channels for trip arrangements. However, traditional travel agents and tour operators continue to play a significant role in facilitating travel experiences.
Looking ahead, TAT’s digital strategy for fiscal 2024 prioritizes leveraging social media platforms to target potential tourists effectively. Notably, platforms like TikTok have witnessed remarkable growth, indicating the effectiveness of short video content in attracting new visitors. TAT plans to collaborate with influencers to further promote Thailand’s diverse destinations and activities, capitalizing on its extensive global social media presence.
