TAT highlights meaningful travel and sustainable tourism direction at ATF 2024

The Tourism Authority of Thailand (TAT) is highlighting Thailand’s revitalised direction towards more meaningful travel with a focus on high value and sustainable tourism at the ASEAN Tourism Forum (ATF) 2024, on from 22-27 January in Vientiane, Lao PDR.

The Thailand Stand features a range of meaningful travel experiences that reflect Thai soft powers and sustainable goals, with Thai massage demonstrations reiterating the kingdom’s well-established position as a world-class destination for health and wellness tourism. Jointly presented at the Thailand Stand are the Thailand Privilege Card, Thai Airways International, Bangkok Airways, and the Isan Tourism Industry Trade Association – all are leading players in ASEAN intra-regional tourism and connectivity.

In 2023, Thailand welcomed over 28 million tourists, generating a revenue of 1.2 trillion Baht. Of the total arrivals, some 35% were from ASEAN countries. TAT has set an overall revenue target for 2024 in the best-case scenario at 3 trillion baht, comprising 1.92 trillion Baht from international tourism and 1.08 trillion Baht from domestic tourism. Tourist numbers are expected to include 35 million foreign arrivals and 200 million domestic trips.