TAT Optimistic About Better Tourism Ahead, Expects 5.8M Europeans in 2023

Following the “Visit Thailand Year 2023: Amazing New Chapters” campaign at ITB Berlin 2023 on March 7-9, the Tourism Authority of Thailand (TAT) expects to welcome around 5.8 million tourists from Europe in 2023, which would likely generate THB406.42 billion.

Thailand’s presence at the event aims to promote its “new direction towards more sustainable and responsible tourism with a focus on meaningful travel experiences,” according to a press release from TAT yesterday.

There were 70 tourism sellers from the kingdom present at the event, most of which are hotels and resorts. Most sellers (47%) were from the South, which is one of the best beach vacation spots for many Europeans. Others hailed from Bangkok (35%), the Central region (11%), and the East (7%).

“TAT is currently developing the Sustainable Tourism Goals (STGs) in line with the Sustainable Development Goals (SDGs) of the United Nations, which will help drive the entire Thai tourism industry to put sustainability into [practice],” TAT Governor Yuthasak Supasorn said in the release.

“There will be a STAR (Sustainable Tourism Acceleration Rating) system that certifies tourist businesses in the area of tourism sustainability. Businesses that are able to comply with a number of goals will attain a corresponding amount of stars,” he added.

Princess Ubolratana also showed her support at the event by promoting the health and wellness segment for European travellers.