Thailand Targets Luxury European Market to Boost 2025 Tourism

The Tourism Authority of Thailand (TAT) is boosting its focus on the high-end European market with strategic partnerships and luxury initiatives to elevate tourism revenue by 2025. According to Suriya Sitthichai, director of TAT’s Paris office, an estimated budget of 12 million baht will be invested in flagship marketing projects targeting affluent travelers from France and the Benelux region, known for their high spending power.

Key initiatives include collaborating with luxury brands such as Louis Vuitton and Cartier to host exclusive press trips and lifestyle events. Louis Vuitton will collaborate with TAT to release an updated city guidebook for Thailand in December, revisiting a publication last produced over a decade ago.

Suriya noted that partnerships with premier European media outlets like Marie Claire, Le Monde, and Le Figaro will further promote Thailand as a top luxury travel destination. The office aims to reach 150,000 high-spending tourists through these campaigns. Additionally, joint promotions and tours with select operators will help design luxury packages priced at €4,500 or more, appealing to family travelers.

In 2024, average trip spending among French tourists reached 64,804 baht, with Dutch and Belgian visitors spending 72,857 baht and 67,734 baht, respectively. The TAT Paris office projects 1.27 million arrivals in 2025, including 846,000 from France.

New and resumed flight routes, such as ITA Airways’ Rome-Bangkok service and THAI’s upcoming Brussels-Bangkok route, support the tourism surge. The Tourism Ministry’s revised goal for 2025 aims for 40 million visitors and 2.4 trillion baht in revenue, with 8.2 million tourists expected from Europe alone.

Other TAT offices have aligned their strategies with this push, offering experiences that cater to premium tourism, sustainable travel, and niche markets like honeymooners from Southern Europe.

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