Thai tourism should ramp up its targets in six potential markets reachable via six-hour flights to mitigate the impact of the oil crisis, while leveraging 12 million outbound travellers to foster two-way tourism that benefits all markets, according to the Association of Thai Travel Agents (Atta).
Adith Chairattananon, honorary secretary-general of the Atta, said the country's strategy should shift from competing to gain a large number of tourists to extending a regional tourism network.
He said the six markets unaffected by flight disruptions in the Middle East and still offering economic potential comprise: China, South Korea, Taiwan, Malaysia, Singapore and India.
Atta drew up a new roadmap for tour operators in Thailand during its monthly meeting last week. Tourism operators should now seek partnerships with other countries rather than only aiming to attract tourists from those countries, said Mr Adith.
Thailand has a large outbound market of 11-12 million people annually, making it a target for many countries in Asia, he said.
For example, flights to China used to comprise more than 90% Chinese tourists, but after the visa exemption was implemented in January 2024, the number of Thais travelling to China has continued to grow.
In 2025, the proportion of Thai travellers on flights to China increased to 30-40% of the total, prompting Beijing to support Chinese visits to Thailand as stronger two-way air traffic also benefits Chinese tourism, said Mr Adith.
"Rather than merely seeking arrivals from other countries, we should change our approach by offering travel exchanges to help partners reduce risks amid an unpredictable global economy. This is a more sustainable way to grow tourism," he said.
Stronger two-way air traffic also reduces operational costs, as partners could share expenses by selling seats to inbound travellers, said Mr Adith.
Atta organised roadshows for these six markets, with partnerships planned for each to target niche segments, encouraging charter flights on untapped routes, and fostering joint promotions to gain exposure to both international and Thai markets, he said.
The new government should position itself as a facilitator, helping to deliver effective policies and tourism data that can support business operations, while the private sector will take the lead in executing plans and stimulating demand, said Mr Adith.
"Roadshows to these six markets should not be one-off events, but must have measurable targets," he said.
"Business matching events in each market should exceed 2,000 deals, seeking upticks in flight connectivity, first-time visitors and high-spending tourists within 3-6 months."
