Thailand Aims to Turn Away From Mass Tourism and Target the Wealthy
- Nation reopening to limited number of tourists later this year
- Government to tout lack of virus transmission as selling point
Photographer: Mladen Antonov/AFP via Getty Images
Thailand’s tourism-revival strategy is to target big spenders seeking privacy and social distancing in the Covid-19 era, rather than try to attract a large number of visitors.
The pandemic provides an opportunity to reset the sector, which had become reliant on Chinese groups and backpackers. Once the country’s borders are reopened and so-called travel bubbles are agreed upon, marketing efforts will be geared toward wealthier individuals who want holidays with minimal risks, Tourism Minister Phiphat Ratchakitprakarn said in an interview.