BANGKOK, 11 June 2025: As Thailand continues to strengthen its appeal among global travellers, international buyers attending this year’s Thailand Travel Mart Plus (TTM+) shared their firsthand insights into evolving traveller behaviour, market expectations, and the potential of Thai tourism. Drawing from diverse markets — China, France, India, and Indonesia — their perspectives reveal both promising opportunities and areas for strategic refinement.
China: Collaborating to Regain Momentum
Wanwisa Kritsanaphan, Regional Director of DidaTravel Technology (Thailand) Co., Ltd., said Chinese travellers make up about 80% of its business. Since late April, the market has softened due to various external factors. Instead of waiting, her team is targeting other markets like the Middle East to fill the gap.
Looking to Q3, a gradual rebound is expected during the summer holidays, with campaigns planned to support this. She also emphasised the need for stronger coordination between TAT and travel agents, noting that agents are sometimes excluded from the process.
“Some of the recent activities launched by TAT have been useful. But if we can align efforts with agents and work together more closely, we can stimulate the market more successfully.
Thailand, she added, continues to attract all segments—from middle-class travellers to the high-value market—offering quality services and diverse experiences to meet their expectations. The key now is to restore travellers’ confidence in returning.
France: Quality, Longevity, and All-Inclusive Appeal
Kanita Rattanaburee, Director of Commercial, CEL Tours Thailand, Co. Ltd., shared that French travellers typically stay 7 to 14 nights in Thailand, favouring 4-star and above properties, often booking half-board, full-board, or all-inclusive packages. Key destinations include Phuket, Khao Lak, Krabi, and Samui.
“TTM+ highlights hotels that cater to agents’ needs in the French market. The key challenge, however, is persuading these hotels to reconsider their pricing strategy because competitive rates are essential. Unlike room-and-breakfast guests who rarely linger, this segment spends more time in-house—enjoying meals and hotel facilities—providing ample opportunity to boost revenue across F&B and other on-site services. This makes the French market a high-potential source for hotels.”
She noted that the market is resilient and has a long booking window, as bookings are already coming in for the next low season. With Air France launching three weekly Paris–Phuket flights in November, the market holds strong potential for Thailand.
India: Expanding Thailand’s Reach Beyond the Big Three
Sumit Kumar, Director of TravelGen at MMN Advisory Private Limited, shared that Thailand continues to enjoy strong brand recognition among Indian travellers, with Phuket, Pattaya, and Bangkok dominating most itineraries. However, awareness of destinations beyond these popular hubs remains limited.
“Young travellers, families with kids, and conference groups make up the bulk of outbound travel from India, and there’s a clear appetite for new experiences,” he said. “The challenge is that most DMCs tend to promote only the well-known destinations. But Thailand has so much more to offer beyond these. Our clients rely on us for something different—that’s why I’m here at TTM.”
However, he added that lesser-known destinations must also offer clear logistics and suitable venue support—especially for MICE travellers, as accessibility and infrastructure remain key for activity planning.
Indonesia: Beyond Pratunam—Exploring What’s Next
Salilla Promkhot, Assistant General Manager at MG Bedbank, shared that Indonesia is a key source market, with many middle-class and FIT travellers visiting Thailand—mostly to Bangkok for shopping, thanks to convenient air access and a wide range of options. Pratunam remains a favourite area, especially for short stays, while longer trips sometimes include other areas, such as the riverside.
She noted a gradual shift in travel patterns, driven by social media, with more Indonesian travellers seeking different experiences, such as café hopping and discovering new dining spots. Pattaya is also emerging as a potential destination.
Salilla emphasised the need for industry collaboration: “The competition in this market is intense. Travellers span a wide range of spending levels, and with the current economic challenges, budget constraints have become a key consideration. That’s why we’re looking to partner with hotels and explore the kinds of promotions or special offers that can attract customers.”
