A Boat That Floats on Story and Spirit

Gliding elegantly along the Mae Ping River, cradled in the sounds of live traditional music, the Dibba Yana Chitta—or “Heavenly Boat” — is one of northern Thailand’s most spectacular vessels. Designed by Ajarn Chalermchai Kositpipat, famed for Chiang Rai’s White Temple, the boat’s figurehead is hand-carved into a mythical creature representing the passage of humans along the river to heaven—an expression of the artist’s lifelong devotion to preserving Thai identity through visual storytelling. With just 18 seats, this exclusive cruise blends sacred artistry with fine Thai dining. Each season, a new tasting menu is curated by leading Michelin-starred chefs, beginning with Chef Piyachart “Boy” Phudtawong of Saneh Jaan. Operated by Anantara Chiang Mai Resort, the experience is an immersion in culture — a passage through Chiang Mai’s artistic, spiritual, and culinary heritage.

The Wisdom of Trees: Chiang Mai’s Natural Archive

Spanning 12 lush acres in Chiang Mai’s San Phi Suea Subdistrict, Changthong Heritage Park is more than a garden—it’s a living archive of Thailand’s rare and historic green heritage. Visitors explore serene waterfalls, shaded woodlands, and a pioneering landscape that blends moss-filled paths with sustainable design, where century-old trees continue to thrive. The park is the vision of Boonrak Thanacharoenroj, a leading landscape designer with over 30 years of experience in transplanting and curating Thailand’s grandest trees. Under his stewardship, the park has become a sanctuary for more than 400 rare plant species — many native to Northern Thailand.

Changthong Heritage Park invites families, students, and nature enthusiasts alike to engage with Thailand’s botanical heritage — rooted in history and growing toward a sustainable future.

Ban Kang Wat: A Sanctuary for Handmade Stories

Nestled against the slopes of Doi Suthep near Chiang Mai, Ban Kang Wat is a lively artist village where every doorway reveals a craft in motion. Artists display their work in colourful showrooms and craft markets, while workshops invite visitors to explore ceramics, accessories and jewellery, watercolour, woodcut printing, papermâché, and more. Within a vibrant space, Note A Book invites guests to try their hand at journal-making, with local bookmakers guiding them through choosing cover materials, hand-binding pages, stitching patterns, and adding personal touches like hand-lettered titles.

A gentle reminder from the workshop: “When you read, you’re reading the writer’s heart—but when you write, you’re reading your own.”

Wisdom and Wellness Experience

Located in the Tai Khern community of San Kamphaeng District, Sahrey Chanta offers visitors a meaningful connection to nature and Northern Thailand’s cultural heritage. Guests can enjoy the healing power of food with a variety of nourishing dishes, cold-pressed juices, kombucha, and organic teas—including locally grown Assam tea and fragrant rose tea. The space also offers workshops and sessions as part of the experience, such as flower tea blending, yoga, and therapeutic massages. On-site shops offer a curated selection of spa and organic wellness products.

A homestay programme invites deeper engagement with the local community, offering a slower, more reflective pace of life. Sahrey Chanta was founded by Chiang Mai natives and siblings, Jumpol and Anchan Chaiwong, who were inspired to give back to and nurture their hometown.

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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.”

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The decline has been attributed to safety concerns related to call centre scams amid increasing competition from other destinations.

According to TAT, despite the decrease, China remains Thailand’s top source market, with 1.95 million arrivals recorded from 1 January to 31 May 2025 — a 32.71% drop compared to the same period last year.

Speaking to international media, including those from China, during the Thailand Travel Mart Plus (TTM+) held in Chiang Mai from 4 to 6 June, TAT highlighted the strong presence of international buyers from China. 

Of the 406 international buyers from 53 countries, 33.25% represented the East Asia market, with China topping the list with 97 buyers from both primary and secondary cities — demonstrating a strong commitment to promoting  Thailand to the Chinese outbound travel market.

TAT Governor Thapanee Kiatphaibool emphasised that the Thai government prioritises safety and security, working closely with the Tourist Police and tourism stakeholders to restore confidence among Chinese travellers.

“It is essential to cultivate a renewed perception grounded in experiences that are tangible and meaningful to tourists. Among efforts to enhance travellers’ confidence, we are working with the Thai Hotels Association to address four key priorities to enhance safety for tourists: CCTV coverage for improved security, communication in Chinese and English, transportation infrastructure to ensure access via public transport and taxis, and an efficient payment system to accommodate the cashless preferences of Chinese travellers. These priorities mustn’t be just promises, but they must be seen and felt by travellers.” 

According to the TAT governor, in addition to the existing Amazing Thailand Safety and Health Administration (SHA) certification — which assures hygiene and sanitation standards in line with COVID-19 protocols — TAT and the Thai Hotels Association are considering incorporating these safety enhancements into the existing SHA and Trusted qualification framework, offering hotels a stronger platform to market themselves as safe and reliable to travellers.

Earlier in May, TAT launched “Sawasdee Nihao,” a series of events commemorating 50 years of Thai–Chinese diplomatic relations. The initiative serves as a strategic platform to reposition Thailand’s image in the Chinese market through a push-pull strategy, combining business matching, policy forums, and media engagement. Key activities include a mega FAM trip, celebrity marketing, and safety tools such as the “Nihao Alert” app. Continuing these efforts through TTM+, TAT has maintained its target of welcoming 6.9 million Chinese tourists by the end of 2025.

This year, TAT is using TTM+ as a platform to present Chiang Mai from a fresh perspective, promoting lesser-known experiences. Highlights include the “Wisdom and Wellness Experience” showcase, which celebrates Lanna heritage through award-winning spa therapies, herbal treatments, wellness cuisine, and hands-on workshops. Activities such as Thai scent-making, mindful crafts, and traditional music therapy reflect the essence of Thai soft power.

Nine pre-tour routes were curated to showcase Chiang Mai through activities such as community-based tourism, gastronomy, spa and wellness, and golf. 

Additionally, six post-tour routes offer travel options to destinations in Lampang, Phrae, and Nan provinces, as well as destinations around the country, including Khon Kaen, Rayong, Chantaburi, Prachuap Khiri Khan and Phetchaburi, and Surat Thani. Each route highlights Thailand’s local identity and soft power while integrating sustainable tourism practices. The carbon footprint of each itinerary is being calculated to support environmentally responsible travel.

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Fliggy Area General Manager – Southeast Asia, Jason Lu, made the observations to TTRW on current booking trends on the sidelines of the Thailand Travel Mart+ (TTM+) 2025, held in Chiang Mai from 4 to 6 June 2025.

He noted that while destinations such as Japan, Malaysia, Vietnam, Singapore, and South Korea are showing strong growth in the region, at 30 to 40% year-on-year, Thailand has experienced a noticeable decline in demand over the same period.

“IP views, which indicate travel interest, have dropped for Thailand by about 2.6%. In contrast, Japan tripled its numbers in the same period,” the executive explained. “Fewer people are searching, and that translates into fewer bookings.”

Rising hotel costs have played a significant role. Compared to 2019, hotel prices in Thailand have increased by at least 30%. Lu cited his company’s corporate outings as an example, noting that some four-star resorts in Phuket were quoting net prices of THB6,500 to THB7,000. This level becomes difficult to justify for group travel. 

He noted that the company employs around 240,000 staff, and Thailand had long been a popular choice for team-building trips.

By contrast, similar destinations such as Danang in Vietnam and Kota Kinabalu in Malaysia were offering nearly 60% lower rates for comparable experiences, making them increasingly attractive for corporate travel and drawing attention and budgets away from the Kingdom.

However, the outlook isn’t all bleak. Lu believes the market will self-correct, with hotel prices likely to decrease later this year — especially if July and August, typically the high season months, remain soft. 

“Travel isn’t a once-in-a-lifetime thing — it happens every year,” he noted. 

Despite the downturn, Fliggy continues to promote Thailand as part of its broader 618 mid-year campaign. 

“Last year, during this period, we focused solely on promoting Thailand because demand was strong. However, this year, we need to diversify by including other destinations like Malaysia and Singapore to maintain traffic and engagement.” the executive said.

Fliggy, unlike traditional online travel agencies (OTAs), benefits from Alibaba’s integrated ecosystem, which is fundamentally a shopping platform that is demand-driven by price-conscious consumer habits shaped by years of online shopping behaviour.

“In the end, our users want value for money. And when the price is right, they’ll come back,” the Figgy executive concluded.

Fliggy feedback

Thursday, 12 June 2025: Fliggy responded with additional clarification post-TTM

“Fliggy’s data shows that Thailand has consistently been ranked among the most popular outbound destinations for Chinese tourists.
“During the recent Dragon Boat Festival holiday (31 May to 2 June 2025), Thailand was one of the top five most sought-after international travel destinations.
“Over the past week, Thailand hotel bookings have achieved double-digit year-on-year growth, building on last year’s strong performance. Signature Thai experiences like snorkelling, surfing, bamboo rafting, and jungle trekking remain particularly popular with Chinese travellers.
“In November 2023, Fliggy deepened its partnership with the Tourism Authority of Thailand (TAT) to expand joint efforts across multiple areas, including innovative marketing, the development of emerging Thai destinations, the creation of an online service hub for Chinese tourists, and professional talent development.
“The decline in demand and interest, as reflected in IP views, was subject to a number of parameters and should not considered a reliable indicator of travel demand.
“Fliggy does not publicly disclose specific data on demand trends or IP viewership in Asian markets.”

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The three-day Thailand Travel Mart Plus (TTM+) 2025 concludes today, 6 June, having succeeded in delivering a carbon-neutral event championing meaningful travel through Thailand’s ‘Five Must-Do’ experiences and celebrating Lanna’s heritage.

“TTM+ 2025 signals a new chapter for Thai tourism,” said Minister of Tourism and Sports Sorawong Thienthong. “It’s a launchpad for sustainable ideas, a global marketplace for local businesses, and a powerful showcase of Thailand’s cultural depth and creative potential.”

He added: “TTM+ is instrumental in reshaping Thailand’s tourism supply chain for greater efficiency and competitiveness. By raising service standards and highlighting authentic experiences, the event delivers measurable economic value. Its global media reach strengthens Thailand’s image and supports the recovery of international tourism in 2025.”

Now in its 22^nd edition, TTM+ 2025 features a programme blending business, culture, and innovation. It opens with curated Pre-Tours, the Thailand Product Update, and the TTM Talk. Delegates then participated in business appointments, networking lunches, and cultural experiences, including the signature “Chiang Mai Night”. The event concludes this evening, 6 June, with a business networking Happy Hour to foster deeper international partnerships.

TTM Talk returned under the theme “The Soul of Thailand: 3F Essentials,” spotlighting the cultural foundations of Thai soft power — Flavours, Fulfilment, and Fabrics. 

This year, the event welcomed 406 international buyers from key markets, including Europe, East Asia, Southeast Asia, the Americas, and Australia — as well as emerging regions like Eastern Europe, the Middle East, South America, and Southern Africa. 

TTM gained a substantial influx of 143 first-time buyers, accounting for 35.27% of the total attendees. Leading countries represented include China, Thailand, India, the UK, Australia, Hong Kong, Italy, Spain, and South Korea. Buyers range from outbound tour operators and travel agents to online travel agencies (OTAs), private travel designers, and airline representatives, all selected for their readiness to promote Thailand in diverse markets.

On the supply side, the event featured 450 Thai tourism operators — up 4.65% from 2024 — and included 50 winners of the Thailand Tourism Awards, as well as 30 representatives from hidden-gem cities. Of these, 119 are new participants, while 331 have previously joined the event. Among them, 134 sellers are certified under TAT’s STAR programme for sustainable tourism and 51 under the CF Hotels initiative. 

Exhibitors spanned primary and emerging destinations and are organised by sector, including accommodations, health and wellness, attractions, travel services, and transportation.

To promote regional cooperation, TAT has invited National Tourist Organisations (NTOs) from the Greater Mekong Subregion, Southeast Asia, and selected provinces in China — expanding strategic tourism partnerships across the region. The event also welcomed 111 media from Thailand and overseas.

TAT expects TTM+ 2025 to generate over 13,000 scheduled business appointments and more than THB4.29 billion in tourism revenue. Beyond commercial outcomes, the event aims to leave a meaningful impact—on people, the planet, and the future of Thai tourism.

“TTM+ 2025 sparks momentum across the tourism ecosystem,” said TAT Governor Thapanee Kiatphaibool. “It connects opportunity with action — driving revenue, expanding networks, and empowering Thai SMEs with the skills and exposure they need to thrive on the regional and global stage.”

Sustainability remains the cornerstone of the annual TTM+, with the Chiang Mai edition officially recognised as a Carbon-Neutral Event. 

With support from the Provincial Electricity Authority (PEA), the event measures and offset its emissions. In collaboration with Central Tham and Recycle Day, waste was sorted, recycled, or donated — with surplus food and materials provided to local communities. Bamboo installations and event furniture will be repurposed for schools or used sustainably. 

In addition, 110 hotels featured at the event operate under the Carbon Footprint Hotels (CF-Hotels) platform, ensuring transparency and accountability — demonstrating Thailand’s leadership in green tourism practices.

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TAT Deputy Governor for Marketing Communications Nithee Seeprae outlined the country’s tourism strategy, product developments, and a firm commitment to a sustainable, high-value future during the session.

“Thailand’s tourism direction for 2025 is clear—we’re creating high-value experiences rooted in culture, wellness, and sustainability,” said Nithee. “This is not just about growth in numbers, but about enriching every journey and ensuring tourism benefits both visitors and local communities.”

In line with the Amazing Thailand Grand Tourism and Sports Year 2025, the government has introduced new measures to enhance the visitor experience, including relaxed alcohol regulations and a streamlined online Digital Arrival Card. A broader range of immersive tourism products is also being developed to encourage longer stays and deeper cultural engagement.

The product update highlighted a strong focus on wellness tourism, particularly experiences inspired by Lanna heritage. Visitors can engage all five senses through traditional treatments: Tok Sen massage, herbal aroma therapies, and locally sourced wellness cuisine that reflects regional identity.

TAT’s wellness and medical tourism strategy also spotlights regional strengths. In Northern Thailand, yoga, folk dance, and Lanna-inspired spa treatments are available at destinations such as Fah Lanna Spa and ZiRa Spa. 

The central region combines traditional and integrative therapies at The Soul in Saraburi and ChivaRak Wellness in Phetchaburi. Along the Gulf of Thailand, spas such as MASON and SPA Cenvaree blend tropical serenity with time-honoured Thai healing.

Gastronomy remains a pillar of Thailand’s tourism identity. The Michelin Guide Thailand 2025 features over 400 listings, including 50 in Chiang Mai. Sorn has become the country’s first restaurant to earn three Michelin stars. Under the “Wellness on a Plate” initiative, Thai cuisine now merges health, sustainability, and local ingredients—exemplified by venues like Blackitch in Chiang Mai.

Chiang Mai continues to cement its role as a leading cultural and sustainable destination. The upcoming Lannatique by AWC, launching later this year, will offer a new lifestyle experience combining art, culture, gastronomy, and eco-conscious design. Also launching in November, the Blue Jasmine Rail Journey will offer a nine-day luxury route from Bangkok to Chiang Mai, with curated cultural and culinary stops across five provinces.

Thailand’s national green agenda is gaining ground. Sixteen destinations are now part of the Green Destinations framework, with Nan Old Town earning Asia’s only Gold Award this year. TAT also introduced the Krabi Prototype — a scalable model for low-carbon, community-based tourism. Initiatives in Ko Ngai and Thung Yee Peng villages exemplify how conservation and tourism can work in harmony.

To maintain safety and traveller confidence, the Ministry of Tourism and Sports continues to strengthen emergency response systems and implement robust safety protocols across the country’s tourism infrastructure.

A dynamic calendar of cultural and tourism events will drive year-round engagement. Highlights include nationwide Pride Month celebrations, the Phi Ta Khon Festival in Loei, and international music festivals such as Summer Sonic Bangkok, Rolling Loud Thailand in Pattaya, and Wonderfruit in Chon Buri. Traditional celebrations like the Phuket Vegetarian Festival and the Festival of Lights — featuring Loi Krathong and Vijitr Chao Phraya — will lead into the Amazing Thailand Countdown 2026.

Sports tourism also plays a significant role in Thailand’s soft power strategy. Key events include the ONE Championship Muay Thai series, the FIVB Women’s Volleyball World Championship, the Amazing Thailand Marathon in Bangkok, and the 33rd SEA Games, which will proudly host in December.

This year’s TTM+ 2025 welcomed 406 international buyers — 35.27% of whom were first-time participants — and 450 seller booths, including 50 Thailand Tourism Awards winners and 30 exhibitors from hidden-gem cities. The event is expected to generate over 13,000 business appointments and approximately THB4.2 billion in tourism revenue. 

Thailand has welcomed over 14 million international visitors so far this year. The top source markets are China, Malaysia, India, Russia, and South Korea. 

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Participating in the Thailand Travel Mart Plus (TTM+) 2022, held in Phuket last week, Indian travel agencies said they are seeking new travel products for the luxury end of the market to serve Indian honeymooners and ‘event’ travellers.

But the biggest plus factor supporting the sales of Phuket holidays are direct air links to the Thai holiday island from key Indian cities, including Mumbai, Kolkata, Bangalore, and Delhi.

Vayu Seva Tours & Travel Private Limited CEO Sajjan Kumar Gupta said that since travel restrictions eased, the Indian traveller market has responded very well as overseas trips resumed after a two-year hiatus.

“We have got an average daily of around 800 seats out of Kolkata to Thailand. And we’re doing almost 70% plus occupancy from Kolkata. I am praying that the direct flight from India remains flying. If the flights are there, definitely customers will visit Phuket.”

He added that at the TTM+, he was sourcing luxury travel products, especially pool villas, to attract Indian travellers with high purchasing power.

Travel costs have risen around 10 to 15% worldwide, but travellers are prepared for the increase and are keen to resume their holiday plans put on hold by the Covid-19 pandemic.

Airwing International Travels CEO Rajesh Kamat said the company has been seeing an uptick in demand after 1 June, when Thailand eased its travel requirements, saying it would bode well for MICE travel in the upcoming summer months.

“Returning to TTM+ this year, we focused on sourcing new travel products, which is trending after the two years of Covid,” he explained. “Meanwhile, direct flights to Phuket from Mumbai, Bangalore, and Delhi make it more convenient. We are concentrating on selling trips of four nights in Phuket and two nights in Krabi.”

Euphoria World Travels Pvt Ltd managing director Varun Modi said the beaches, mountains, and Thai culture remain top Thai travel products for clients. In the pre-Covid era, the company sent 5,000 people to Thailand annually, with MICE and wedding groups being the two main markets.

“Selling Thailand is becoming easier as the awareness has been established and restrictions have been eased. Also, Phuket offers a wide range of products, from beachside villas and conventions to sports and entertainment that can cater to the needs of event travellers and honeymooners.”

Indian travellers are Thailand’s top priority market following the collapse of travel from Russia and the ongoing lockdown of China’s outbound travel market. India is a standout market that currently offers the best opportunities for Thai travel content providers. Still, it might be overly optimistic to think India could compensate for the market losses in China and Russia.

Statistics from the Thailand Pass showed that from 1 January to 24 May 2022, 100,884 Indian travellers arrived in Thailand under the scheme. Meanwhile, since the Thai government has eased some travel restrictions and closed down the Test & Go programme, the country claims to have welcomed 3,000 Indian tourists daily.

In 2019, Thailand received 1.96 million tourists from India, decreasing to 261,730 in 2020 and 6,544 in 2021. This year, the Tourism Authority of Thailand expects a strong rebound and aims to attract at least 500,000 tourists from India, generating THB22.5 billion baht in revenue for the country.

The government agency said there’s a possibility that Indian tourist arrivals could reach 600,000, generating THB27 billion in revenue this year, but that is not in the hands of TAT to deliver.

It remains firmly a delivery for India’s tour operators to achieve, depending on outside factors. Thailand must keep the doors wide open regarding visas and entry rules. Airlines will need to deliver the seating capacity, possibly tripling the flights to Thailand’s key resorts and Bangkok over the next few months. Given those factors, India’s tour operators can accomplish the rest.

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Tourism Authority of Thailand governor Yuthasak Supasorn commented on the opening day of the Thailand Travel Mart Plus (TTM+), saying he was “pushing for the country’s tourism recovery with plans referred to as a ‘booster shot’ to stimulate international markets. The key focus is to bring back airlines’ seats and reach out to target markets by conducting roadshows.”

The Thailand Travel Mart Plus (TTM+) 2022, hosted in Phuket, closes Friday, 10 June, after a conference and networking trade show that lasted three days.

Yuthasak said he had different plans to propose to the government, but the core element requires a THB100 million budget to help speed up the tourism recovery.

Following the easing of travel restrictions, TAT targets tourism to climb to around 25% of pre-Covid levels by the end of the year and 80% by next year. According to the recent estimates, the agency expects the industry will fully recover no later than 2024. It’s an ambitious undertaking as the country welcomed 39 million visitors during the 2019 pre-Covid era.

But he is confident that TAT’s ‘booster shot’ will stimulate the travel market – pushing tourist arrivals to as high as 10 million by 2022.

“For the booster shot, we are looking at several plans that we will propose to the government, such as bringing back numbers of airlines seats as air capacity is still limited, which raises the cost of travel. TAT offices in overseas countries will discuss and convince international airlines that there’s enough demand for their flights to Thailand. Also, we are looking to conduct roadshows or trade missions, especially in the target markets such as India, the Middle East and Indonesia,” said Yuthasak.

As for increasing air seat capacity, he said efforts would not be limited to just scheduled flights. TAT will work with airlines to promote charter flights or conduct co-marketing to help airlines fill the gap between their expected organic growth and the target.

There is also a  plan to conduct roadshows in priority source market countries. Yuthasak said the Chinese market is showing positive signs as some provinces start to ease travel restrictions and some local authorities are approaching TAT to discuss the possibility of working on the sandbox model with Thailand.

But independent observers who have an ear to the ground in China’s travel market say the reopening date for outbound travel is far from decided as China still adheres to a zero-tolerance policy for Covid-19. It is likely to remain the dominant policy for the remainder of the year so the best-case scenario suggests outbound travel may revive during the Chinese New Year 2023 celebrations (22 January). The worst-case scenario could see outbound travel returning at full throttle in time for the annual golden week holiday in October 2023.

Yuthasak adopts the optimistic forecast, saying that if the situation and related restrictions improve by October 2022, TAT hopes to welcome Chinese tourists by early next year around the Chinese New Year holiday break.

As for the TTM+, he recommends the show expand for the 2023 edition to include a B2C sales session to help sellers capture business directly from the domestic travel market.

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