Tourism is an economic contributor to the Kingdom of Thailand. Estimates of tourism revenue directly contributing to the GDP of 12 trillion baht range from one trillion baht (2013) 2.53 trillion baht (2016), the equivalent of 9% to 17.7% of GDP. When including indirect travel and tourism receipts, the 2014 total is estimated to be the equivalent of 19.3% (2.3 trillion baht) of Thailand's GDP. The actual contribution of tourism to GDP is lower than these percentages because GDP is measured in value added not revenue. The valued added of the Thailand's tourism industry is not known (value added is revenue less purchases of inputs). According to the secretary-general of the Office of the National Economic and Social Development Council in 2019, the government projects that the tourism sector will account for 30% of GDP by 2030, up from 20% in 2019.
Tourism worldwide in 2017 accounted for 10.4% of global GDP and 313 million jobs, or 9.9% of total employment. Most governments view tourism as an easy moneymaker and a shortcut to economic development. Tourism success is measured by the number of visitors.
Prior to the pandemic, Thailand was world’s eighth most visited country as per World Tourism rankings compiled by the United Nations World Tourism Organization. In 2019, Thailand received 39.8 million international tourists, ahead of United Kingdom and Germany. and received fourth highest international tourism earning at 60.5 billion US dollar.
The Tourism Authority of Thailand (TAT), a state enterprise under the Ministry of Tourism and Sports, uses the slogan "Amazing Thailand" to promote Thailand internationally. In 2015, this was supplemented by a "Discover Thainess" campaign.
Overview
Among the reasons for the increase in tourism in the 1960s were the stable political atmosphere and the development of Bangkok as a crossroads of international air transport. The hotel industry and retail industry both expanded rapidly due to tourist demand. It was boosted by the presence of US GIs who arrived in the 1960s for rest and recuperation (R&R) during the Vietnam War. During this time, international tourism was becoming the new trend as living standards increased throughout the world and travel became faster and more dependable with the introduction of new technology in the air transport sector.
Tourist numbers have grown from 336,000 foreign visitors and 54,000 GIs on R&R in 1967 to 32.59 million foreign guests visiting Thailand in 2016. The Tourism Authority of Thailand (TAT) claims that the tourist industry earned 2.52 trillion baht (US$71.4 billion) in 2016, up 11% from 2015. TAT officials said their revenue estimates, for foreign and domestic tourists combined, show that tourism revenue for all of 2017 may surpass earlier forecasts of 2.77 trillion baht (US$78.5 billion).
In 2015, 6.7 million people arrived from ASEAN countries and the number is expected to grow to 8.3 million in 2016, generating 245 billion baht. The largest numbers of Western tourists came from Russia (6.5%), the UK (3.7%), Australia (3.4%) and the US (3.1%). Around 60% of Thailand's tourists are return visitors.
In 2014, 4.6 million Chinese visitors travelled to Thailand. In 2015, Chinese tourists numbered 7.9 million or 27% of all international tourist arrivals, 29.8 million; 8.75 million Chinese tourists visited Thailand in 2016. In 2017, 27% of the tourists that came to Thailand came from China. Thailand relies heavily on Chinese tourists to meet its tourism revenue target of 2.2 trillion baht in 2015 and 2.3 trillion in 2016. However, in 2020, it was reported that Chinese tourists now ranked Thailand as third most popular foreign tourist destination, having been the top previously.
It is estimated that the average Chinese tourist remains in the country for one week and spends 30,000–40,000 baht (US$1,000–1,300) per person, per trip. The average Chinese tourist spends 6,400 baht (US$180) per day—more than the average visitor's 5,690 baht (US$160). According to Thailand's Tourism Authority, the number of Chinese tourists rose by 93% in the first quarter of 2013, an increase that was attributed to the popularity of the Chinese film Lost in Thailand that was filmed in the northern province of Chiang Mai. Chinese media outlets have claimed that Thailand superseded Hong Kong as the top destination for Chinese travellers during the 2013 May Day holiday. In 2013, the Chinese National Tourism Administration published A Guide to Civilized Tourism which has specific statements regarding how to act as a tourist in Thailand.