“ITB Berlin is a must for Thailand’s tourism sector”
At ITB Berlin, Thapanee Khiatphaibool, Governor of the Tourism Authority of Thailand, wants to capitalise on European markets to promote the concept of a “meaningful holiday experience”.
How was the year 2023 for Thailand?
With 28 million foreign visitors in 2023, Thailand’s tourism recovery was in line with our forecasts. We now expect that Thailand will welcome over 35 million foreign travellers this year.
How did European tourism perform last year and what are your predictions in 2024?
Europe generated 5.9 million travellers to Thailand in 2023 and we are now aiming to receive between 7.5 and 8 million Europeans in 2024. As a mature market, Europeans are keener to explore secondary destinations or experience a truly sustainable holiday experience. We are now looking at convincing the Thai government to extend the validity of the free visa on arrival from 30 to 90 days as this would lift revenues from long-haul markets.
What strong points set Thailand apart as a destination?
I believe our strong identity but also our diversity, our culture, our food and the way we care for others make a difference. Last but not least, our sense of tolerance and freedom is also a major asset for all foreign travellers to our country.
How important is ITB Berlin 2024 for you?
ITB Berlin 2024 is special for us. This is not only my first visit as the Governor of TAT but it is also a first for our Minister of Tourism and our Prime Minister, who will be present on 7 March. ITB Berlin is really a must for Thailand’s tourism sector!
