Tourism in ThailandTourism is a major economic contributor to the Kingdom of Thailand. Estimates of tourism revenue directly contributing to the Thai GDP of 12 trillion baht range from one trillion baht (2013) 2.53 trillion baht (2016), the equivalent of 9% to 17.7% of GDP.[1][2] When including indirect travel and tourism receipts, the 2014 total is estimated to be the equivalent of 19.3% (2.3 trillion baht) of Thailand's GDP.[3]:1 The actual contribution of tourism to GDP is lower than these percentages because GDP is measured in value added not revenue. The valued added of the Thailand's tourism industry is not known (value added is revenue less purchases of inputs). According to the secretary-general of the Office of the National Economic and Social Development Council speaking in 2019, the government projects that the tourism sector will account for 30% of Thailand's GDP by 2030, up from 20% in 2019.[4]

Tourism worldwide in 2017 accounted for 10.4% of global GDP and 313 million jobs, or 9.9% of total employment.[5]:1 Most governments view tourism as an easy moneymaker and a shortcut to economic development. Tourism success is measured by the number of visitors; the more, the better.[6]

The Tourism Authority of Thailand (TAT) uses the slogan "Amazing Thailand" to promote Thailand internationally. In 2015, this was supplemented by a "Discover Thainess" campaign. [7]

Overview

Chedi, Wat Phrathat Doi Suthep, Chiang Mai

A mythical Kinnon, Wat Phra Kaew, Bangkok

Golden Chedi , Wat Phra Kaew, Bangkok

Wat Phra Si Sanphet, Ayutthaya

Rajabhakti Park, Hua Hin, Prachuap Khiri Khan

Among the reasons for the increase in tourism in the 1960s were the stable political atmosphere and the development of Bangkok as a crossroads of international air transport. [8] The hotel industry and retail industry both expanded rapidly due to tourist demand. It was boosted by the presence of US GIs who arrived in the 1960s for rest and recuperation (R&R) during the Vietnam War.[9] During this time, international tourism was becoming the new trend as living standards increased throughout the world and travel became faster and more dependable with the introduction of new technology in the air transport sector.[10]

Tourist numbers have grown from 336,000 foreign visitors and 54,000 GIs on R&R in 1967 [9] to 32.59 million foreign guests visiting Thailand in 2016.[11][12][13] The Tourism Authority of Thailand (TAT) claims that the tourist industry earned 2.52 trillion baht (US$71.4 billion) in 2016, up 11% from 2015. [11] TAT officials said their revenue estimates, for foreign and domestic tourists combined, show that tourism revenue for all of 2017 may surpass earlier forecasts of 2.77 trillion baht (US$78.5 billion). [11]

In 2015, 6.7 million persons arrived from ASEAN countries and the number is expected to grow to 8.3 million in 2016, generating 245 billion baht.[14] The largest numbers of Western tourists came from Russia (6.5%), the UK (3.7%), Australia (3.4%) and the US (3.1%).[15] Around 60% of Thailand's tourists are return visitors.[16] The peak period is from December to February.

In 2014, 4.6 million Chinese visitors travelled to Thailand.[15][17] In 2015, Chinese tourists numbered 7.9 million or 27% of all international tourist arrivals, 29.8 million; 8.75 million Chinese tourists visited Thailand in 2016.[18][14] In 2017, 27% of the 9,194,057 tourists that came to Thailand came from China.[19] Thailand relies heavily on Chinese tourists to meet its tourism revenue target of 2.2 trillion baht in 2015 and 2.3 trillion in 2016.

It is estimated that the average Chinese tourist remains in the country for one week and spends 30,000–40,000 baht (US$1,000–1,300) per person, per trip.[20] The average Chinese tourist spends 6,400 baht (US$180) per day—more than the average visitor's 5,690 baht (US$160). [14][17] According to Thailand's Tourism Authority, the number of Chinese tourists rose by 93% in the first quarter of 2013, an increase that was attributed to the popularity of the Chinese film Lost in Thailand that was filmed in the northern province of Chiang Mai. Chinese media outlets have claimed that Thailand superseded Hong Kong as the top destination for Chinese travellers during the 2013 May Day holiday.[21] In 2013, the Chinese National Tourism Administration published A Guide to Civilized Tourism which has specific statements regarding how to act as a tourist in Thailand. [22]

In 2015, Thailand hosted 1.43 million Japanese travellers, up 4.1% from 2015, generating 61.4 billion baht, up 6.3%. In 2016, Thailand expects 1.7 million Japanese tourists, generating 66.2 billion baht in revenue.[23]

To accommodate foreign visitors, the Thai government established a separate tourism police force with offices in the major tourist areas and its own central emergency telephone number.[24]

Since the opening of the Vietnam, Cambodia, and Laos borders in the late 1900s, competition has increased because Thailand no longer has the monopoly on tourism in Southeast Asia.

[25] Destinations like Angkor Wat, Luang Prabang and Halong Bay now rival Thailand's former monopoly in the Indochina region. To counter this, Thailand is targeting niche markets such as golf holidays, holidays combined with medical treatment or visits to military installations.[18] Thailand has also plans to become the hub of Buddhist tourism in the region.[26]

International rankings

Sanctuary of Truth, Chonburi

Wat Rong Khun, Chiang Rai

In the MasterCard 2014 and 2015 Global Destination Cities Index, Bangkok ranked the second of the world's top-20 most-visited cities, trailing only London.[27][28] The U.S. News' 2017 Best Countries report ranked Thailand at 4th globally for adventure value and 7th for cultural heritage.[29]

The Travel and Tourism Competitiveness Report 2015 published by the World Economic Forum ranked Thailand 35 of 141 nations. Among the metrics used to arrive at the rankings, Thailand scored high on "Natural Resources" (16 of 141 nations) and "Tourist Service Infrastructure" (21 of 141), but low on "Environmental Sustainability" (116 of 141) and "Safety and Security" (132 of 141).[30][31]

In 2013, Thailand was the 10th "top tourist destination" in the world tourism rankings with 26.5 million international arrivals.[32]:6

In 2016, Bangkok ranked 1st surpassing London and New York in Euromonitor International's list of "Top City Destinations" with 21 million visitors.

In 2008, Pattaya was 23rd with 4,406,300 visitors, Phuket 31st with 3,344,700 visitors, and Chiang Mai ranked 78th place with 1,604,600 visitors.[33]

In a list released by Instagram that identified the ten most photographed locations worldwide in 2012, Suvarnabhumi Airport and Siam Paragon shopping mall were ranked number one and two respectively, more popular than New York City's Times Square or Paris's Eiffel Tower.[34]

2013–2015 Thai political unrestAt the commencement of 2014, the Thai tourist industry suffered due to the political turmoil that erupted in October 2013. A shutdown of Bangkok's governmental offices on 13 January 2014 by anti-government protesters, prompted some tourists to avoid the Thai capital. TAT estimated that arrival numbers might drop by around five percent in the first quarter of 2014, with the total number

of arrivals down by 260,000 from the original projection of 29.86 million. Tourism revenue is also expected to drop slightly from 1.44 trillion.[35]

Tourist arrivals in 2014 totalled 24.7 million, a drop of 6.6% from 2013. Revenues derived from tourism amounted to 1.13 trillion baht, down 5.8% from the previous year. Kobkarn Wattanavarangkul, Thailand's Minister of Tourism and Sports, attributed the decline to the political crisis in the first half of 2014 which dissuaded many potential visitors from visiting Thailand. Tourism officials also pointed to the dramatic fall in the value of the Russian ruble which has damaged the economies of popular Russian destinations such as Phuket and Pattaya. [36]

At the beginning of April 2015, Thailand ended martial law, to be replaced by Article 44 of the provisional constitution, granting unrestricted powers to the prime minister. The words "martial law" were toxic to foreign democracies, but, in terms of tourism, even more toxic to foreign travel insurance providers, who decline to provide insurance to those visiting nations under martial law. The tourism industry rebounded swiftly after the lifting of martial law. Deputy Prime Minister Pridiyathorn Devakula said that the arrival of high-spending tourists from Europe and the US is expected to increase.[37]

"Discover Thainess" tourist initiativeIn order to reignite growth in Thailand's tourist industry, the Tourism Authority of Thailand (TAT) has embarked on a new campaign for 2015 entitled "2015: Discover Thainess".[7][38] TAT Governor Thawatchai Arunyik said the campaign will incorporate the "twelve values" that Thai junta leader and Prime Minister Prayut Chan-o-cha wants all Thais to practice.[36] TAT officials foresee a large increase in tourist numbers due to the "Discover Thainess" campaign. Ms Somrudi Chanchai, Director of the TAT Northeastern Office, has forecasted that tourists to her Isan region will increase by 27.9 million [sic] visitors, generating 65 billion baht in revenue.[39]

Climate

Doi Inthanon National Park, Chiangmai

Maya Bay Beach, Phuket

Thailand's popularity as a tourist destination owes a great deal to its benign climate. Thailand predominantly has a tropical wet and dry or savannah climate while the south and the eastern tip of the east have a tropical monsoon climate.[40]

Most of Thailand has three seasons:

The cool dry season from late-November to February. Temperatures in December for Chiang Mai average around 15 Celsius at night, rising to around 28 Celsius during the day with clear sunny skies. Higher up in the mountains, temperatures may drop to near freezing at night. In Bangkok and in the central and northeastern plains of Thailand, midday temperatures during the cool dry season average around 30 Celsius and the humidity is much lower.

The hot dry season from March to May can see daytime temperatures in the mid- to high-30s. This is the time for holding festivals (such as Songkran country wide and Rocket Festival) most celebrate in the Northeast region or the Isaan peoples living in other part of a country which favorite Rocket Festival in Roi Et province and Yasothon province to mark the coming of the rainy season.

The rainy season from May to October has daytime temperatures in the low-30s with nighttime temperatures in the mid= to high-20s. Some areas have a relatively short rainy season, such as Ko Samui where it is typically only approximately six weeks, starting in October and running to November. Rain showers mainly occur late-afternoon or early-evening. Typically, humidity is high.

Deeper south on the Kra Isthmus with its tropical monsoon climate, daytime temperatures year-round tend to hover around 31 Celsius with only a marked increase in rainfall during the monsoons. The west coast is affected by monsoons from May to October, the southeast coast of the isthmus is affected from October to January.[41]

StatisticsAnnual statistics

Reference: statistics for the period 1998–2016, 2017 2018.

Year Arrivals % change

2030 79,349,668 Forecast[45]:5

Jan-Aug2019 26,563,001 [46]

2018 38,277,300  7.54%

2017 35,381,210  8.57%

2016 32,588,303  8.91%[47]

2015 29,881,091  20.44%

2014 24,809,683  6.54%

2013 26,546,725  18.77%

2012 22,353,903  15.98%

2011 19,230,470  20.67%

2010 15,936,400  12.63%

2009 14,149,841  2.98%

2008 14,584,220  0.83%

2007 14,464,228  4.65%

2006 13,821,802  20.01%

2005 11,516,936  n/a

In their justifications for constructing a new coal-fired power plant in Krabi Province (2015), the Electricity Generating Authority of Thailand (EGAT) presumes that by 2032 Thailand will receive more than 100 million tourists a year, 40% of them visiting Phuket and neighbouring areas such as Krabi. On average, the power consumption of a tourist is four times higher than that of a local resident.[48]

In 2015 some segments of Thailand's hospitality industry enjoyed their best year in over two decades, according to research firm STR Global. Thailand closed the year with an overall hotel occupancy of 73.4%, an increase of 13.6% over 2014, as arrivals rose to near the 30 million mark,

driven by demand from the Chinese market. December 2015 was a particularly strong month as occupancy levels reached 77.4%, the highest level since 1995.[49]

Despite the increasing number of tourist arrivals, some businesses catering to the tourist trade report declining numbers. Mr Sompoch Sukkaew, chief legal counsel of the Patong Entertainment Business Association (PEBA) in Phuket, said in January 2016 that entertainment businesses are suffering. "Over the past three years, most bars were averaging about B90,000 revenue per day at this time of year,...now they're making just B40,000. Small bars...used to average B40,000 to B50,000 a day, now they're down to just B10,000 per day....PEBA members generated about B1.5 million per day during the peak season. Now it's down to about B540,000 per day." PEBA members number 500 in Patong, with about 200 businesses in the Bangla Road entertainment area. PEBA President Weerawit Kuresombat attributed the decline to the rise in Chinese tourism. "...most of them [Chinese tourists] come on complete tour packages....This means they spend very little on extras....They rarely venture out for the nightlife or even visit independent restaurants. They just don't spend much", he said.[50]

The Thai government expects revenue from foreign tourists to increase by 8.5% to 1.78 trillion baht (US$49.8 billion) in 2017. Deputy Prime Minister Thanasak Patimaprakorn attributed the increase to the improving outlook for global tourism as well as Thailand's investments in infrastructure. In 2016, Thailand had 32.6 million visitors, a rise of nearly nine percent from 2015. In 2017 the number of tourists visiting Thailand exceeded 35 million.[51] Thanasak expects daily tourist spending to increase to 5,200 baht per person in 2017, up from 5,100 baht in 2016.[47] Local tourists are expected to contribute an additional 950 billion baht in tourism revenues in 2017. [52]

Top 25 arrivals by nationality

Reference: statistics for the period 1998–2016,[42] 2017[43]–2018.[44]

Rank

Country or territory

Jan-Aug2019[

46]

2018

2017

2016

2015

2014

2013

2012

2011

2010

2009

2008

2007

2006

*  ASEAN

6,889,245

10,284,050

9,119,941

8,658,051

7,886,136

6,641,772

7,282,266

6,281,153

5,594,577

4,534,235

3,968,579

3,971,429

3,520,051

3,389,342

1  China

7,665,901

10,535,955

9,805,753

8,757,466

7,934,791

4,636,298

4,637,335

2,786,860

1,721,247

1,122,219

777,508

826,660

907,117

949,117

2   2,62 4,09 3,35 3,53 3,42 2,61 3,04 2,55 2,50 2,05 1,75 1,85 1,54 1,59

Malaysia*

9,253

7,604

4,800

3,826

3,397

3,418

1,097

4,397

0,280

8,956

7,813

5,332

0,080

1,328

3  India

1,315,220

1,596,772

1,411,942

1,193,822

1,069,149

932,603

1,050,889

1,013,308

914,971

760,371

614,566

536,964

536,356

459,795

4 S

outh Korea

1,253,912

1,796,596

1,709,070

1,464,218

1,372,995

1,122,566

1,295,342

1,263,619

1,156,283

885,445

758,227

889,210

1,183,652

1,092,783

5  Laos*

1,222,115

1,750,658

1,612,647

1,409,456

1,233,138

1,053,983

976,639

975,999

891,950

715,345

655,034

621,564

513,701

276,207

6  Japan

1,197,173

1,656,100

1,544,328

1,439,629

1,381,690

1,267,886

1,586,425

1,373,716

1,277,893

993,674

1,004,453

1,153,868

1,277,638

1,311,987

7  Russia

918,618

1,472,949

1,346,219

1,089,992

884,085

1,606,430

1,746,565

1,316,564

1,054,187

644,678

336,965

324,120

277,503

187,658

8 U

nited States

761,434

1,123,248

1,056,124

974,632

867,520

763,520

823,486

768,638

681,748

611,792

627,074

669,097

681,972

694,258

9 V

ietnam*

751,728

1,027,430

934,497

830,394

751,091

559,415

725,057

618,670

496,768

380,368

363,029

338,303

237,672

227,134

10 H

ong Kong

721,523

1,015,688

820,894

749,694

669,165

483,131

588,335

473,666

411,834

316,476

318,762

337,827

367,862

376,636

11

 United Kingdom

661,793

987,456

994,468

1,003,386

946,919

907,877

905,024

873,053

844,972

810,727

841,425

826,523

859,010

850,685

12 S

ingapore*

651,795

1,067,309

1,028,077

966,909

937,311

844,133

955,468

831,215

682,364

603,538

563,575

570,047

604,603

687,160

13 C

ambodia*

579,999

882,015

854,431

686,682

487,487

550,339

481,595

423,642

265,903

146,274

96,586

85,790

99,945

117,100

14 G

ermany

556,305

889,777

849,283

835,506

760,604

715,240

737,658

682,419

619,133

606,874

573,473

542,726

544,495

516,659

15  France

531,005

749,643

739,853

738,763

681,097

635,073

611,582

576,106

515,572

461,670

427,067

398,407

373,090

321,278

16  Taiwan

530,374

687,701

572,964

522,231

552,624

394,149

502,176

394,475

394,225

369,220

362,783

393,176

427,474

475,117

17 A

ustralia

508,859

801,637

817,091

791,631

805,946

831,854

900,460

930,241

829,855

698,046

646,705

694,473

658,148

549,547

18 I

ndonesia*

469,935

644,043

574,764

535,625

469,226

497,592

594,251

447,820

370,795

286,072

227,205

247,930

237,592

219,783

19 P

hilippines*

324,606

432,578

380,886

339,486

310,975

304,813

321,571

289,566

268,375

246,430

217,705

221,506

205,266

198,443

20 

Myanmar*

250,171

368,170

365,590

341,641

259,678

206,794

172,383

129,385

110,671

90,179

79,279

71,902

72,205

62,769

21  Italy

184,525

280,161

264,429

265,532

246,066

219,875

207,192

200,703

185,869

168,203

170,105

159,513

171,328

150,420

22 C

anada183,716

276,543

258,392

244,268

227,306

211,059

229,897

219,354

194,356

168,393

169,482

180,900

183,440

183,094

23 N

etherlands

167,768

236,300

222,077

235,708

221,657

211,524

218,765

208,122

198,891

196,994

205,412

193,541

194,434

180,830

24  Sweden

179,232

311,959

323,669

332,866

321,663

324,865

341,398

364,681

373,856

355,214

350,819

392,274

378,387

306,085

25  S

witzerland

121,984

207,596

209,434

208,967

206,454

201,271

199,923

191,147

170,044

155,761

148,269

143,065

146,511

140,741

* ASEAN nation

Cultural tourismThailand has the distinction of being one of the leading tourism destinations in the world, renowned for its vibrant cultural heritage and natural beauty.[53] Thai culture features a number of performing arts including drama, Thai dance. Variety shows that feature a number of different theatrical arts are common in Bangkok, Phuket, and Chiang Mai. The “Siam Niramit” show is the most popular Thai cultural show among tourists visiting Thailand. The Siam Niramit show attracts more and more tourists visiting Thailand each year. Theatrical performances of ancient Muay Thai boxing matches, Thai tribal dances, and puppet shows are also popular cultural attractions of Thailand. [54]

Thai officialdom's claim that foreigners visit Thailand primarily for "cultural tourism" has been mocked by critics who ask "...do we really think tourists are going to Pattaya or Phuket to watch traditional Thai dance or visit temples?... Do we really think women in revealing outfits who sit in front of the bars in Patpong would move inside and change to traditional costumes to perform Thai dances with poles?"[55]

Medical tourismAs of 2019, with 64 accredited hospitals, Thailand is currently among the top 10 medical tourism destinations in the world. In 2017, Thailand registered 3.3 million visits by foreigners seeking specialised medical treatment. In 2018, this number grew to 3.5 million.[56][57] As of 2019 Thai medical

centres are serving increasing numbers of Chinese medical tourists in tandem with increasing overall Chinese tourism.[58] All numbers reported by the government must be viewed with some skepticism according to the authors of a 2010 study. The Thai government reported that in 2006, 1.2 million medical tourists were treated in Thailand. But the 2010 study of five private hospitals that serve more than 60% of foreign medical tourists concluded that there were 167,000 medical tourists in Thailand in 2010, far below the government estimate. Most came for minor elective (cosmetic) surgery.[57]

Gastronomical tourism

Tom yam kung are just one of the many dishes in Thai cuisine

The governor of the Tourism Authority of Thailand (TAT), said the agency aims to increase income from the gastronomy business from 20% of total tourism income forecasted for 2017 to 25% in 2018. In 2017, TAT aims for 2.77 trillion baht in tourism revenue, 20% of which is projected to come from gastronomy. In 2018, tourism revenue is expected to climb to three trillion baht, with gastronomy accounting for 750 billion baht.

TAT, in early-2017, approved a budget of 144 million baht to commission the Michelin Guide to rate restaurants in Thailand for the five-year period 2017–2021. The first guide, Michelin Guide to Bangkok, was released on 6 December 2017. It bestowed Michelin stars on 17 Bangkok restaurants, ten of which do not serve Thai food.[59] Guides to other cities will follow.

In 2016, gastronomy was Thailand's fourth-largest tranche (20%) of tourism income, after accommodation (29%), transport (27%), and shopping and souvenirs (24%). TAT estimates that Chinese tourists spent 83.3 billion baht on food in Thailand in 2016, followed by Russians at 20.8 billion baht, Britons at 18.4 billion baht, Malaysians at 16.1 billion baht, and Americans at 13.9 billion baht.[60]

Elephant tourismMain article: Elephants in Thailand

Elephant trekking has been an attraction for tourists in Thailand for decades. Ever since logging in Thailand was banned in 1989, elephants were brought into camps to put on shows for tourists and to give them rides. The Asian elephant is the main species found in elephant camps, being native to Thailand and found in the wild there. Despite this elephant being classified as endangered since 1986,[61] it continues to be an attraction for tourists.

HistoryIn the early-1900s there were an estimated 100,000 domesticated or captive elephants in Thailand.[62][63] The majority of these elephants worked in the logging industry, dragging tree trunks. In 1989 the government banned logging in protected areas due to rampant deforestation—only around 30% of Thailand's forest remained.[64] Many mahouts were then unable to care for their elephants and left them in the wild. In the five years after the logging ban, tourism in Thailand rose by 28%. Elephants came back into demand and those with low economic value were placed into camps. The tourism boom gave elephants a place to work and be cared for. It increased their economic value. Today there are an estimated 3,000 to 4,000 domesticated elephants left in Thailand.[65]

WelfareAmong animal rights groups there has been a growing concern over elephant welfare. Elephants in Thailand have fewer health problems than those in circuses, but often their health is not robust. Overall their welfare and treatment depends on how much money their mahouts make. Elephants in larger camps have been observed in better health that those in smaller camps. Baby elephants are highly valued as they are very popular among tourists.[65] Many mahouts thus mate their female elephants. Unfortunately, natural insemination and birthing is time consuming and expensive. An easy way around this is the illegal capture of baby elephants from wild herds. To be able to take a baby elephant from the herd, its mother needs to be killed as she will try to protect the infant. Baby elephants are then placed in artificial herds to please tourists. Elephants in these herds are often all from different provinces.[64]

Elephants can sustain injuries related to giving rides, or going on treks, with tourists. The elephant's spine is curved and not optimised to carry heavy loads. When tourists ride two at a time they can weigh over that amount. The chairs or benches often used for the tourists to sit on upon the elephant can cause abrasions and chafing on the elephant's back, sides, and torso. During treks mahouts control the elephants with hooks and can use excessive force, resulting in puncture wounds. [65]

LawsThe law pertaining to domesticated elephants is the Beast of Burden Act 2482 B.E. (1939).[66] This act classifies elephants as draught animals along with horses, donkeys, and oxen. It allows domesticated elephants to be treated as private property. This act has no additional measures for animal welfare protection.[65] The Wild Animal Reservation and Protection Act, B.E. 2535 (1992)[67] protects wild elephants, but excludes registered draught animals.[68]

TrainingCommon training practices include being chained, cut, stabbed, burned and hit to varying degrees. Inexperienced mahouts are more likely to further harm their elephants and beat them into submission.[65] Hooks are the common tool used to discipline and guide an elephant during treks.[64]

Muay Thai tourismMuay Thai is the national sport of Thailand, and a trip to a stadium to witness the 'science of the eight limbs' is an essential experience for many tourists.[69] Studying Muay Thai is a main activity for Thai sports tourism, which the government promotes.[70]

In 2016, there were 11,219 British people, 6,800 Australians, and 5,852 French nationals who visited Thailand to take lessons in the classical martial art. Other significant numbers came from Germany (4,688), Sweden (4,253), Russia (2,183), Denmark (1,855), Japan (1,841), New Zealand (1,781) and Spain (1,633). Thirty-eight percent of all people signing up for Muay Thai classes chose Phuket as their study destination, 28% chose Bangkok, and 16% chose Surat Thani.[71]

There are two main stadiums in Bangkok, Rajadamnern Stadium and Lumpini Stadium, with the stadium champions at each generally considered to be the best in their weight class in Thailand. The fights at both venues are usually well-matched, featuring two highly skilled fighters of similar weight. Like most modern stadiums in Thailand, Rajadamnern allows women to fight, although Lumpini still prohibits female fighters.

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