Ticket distributor Thai Ticket Major has partnered with US-based financial services provider MasterCard to expand its customer base in Southeast Asia.
"Some of our customers in this region are foreigners who use credit cards to buy tickets online," said Komkrit Sirirat, deputy managing director of Thai Ticket Major.
The company's online ticket reservation and payment segment has seen dramatic growth over the past two years, contributing 20% of total ticket sales thanks to mobile and internet penetration.
The majority of buyers still pay cash at its service counters.
Thai Ticket Major dominates the ticket sales and distribution market with a 95% market share.
Mr Komkrit said Thailand was a popular concert and entertainment destination for foreigners because it had lower ticket prices than Singapore, Hong Kong and Australia for touring shows.
MasterCard has a strong global cardholder base, which is why Thai Ticket Major partnered with it to jointly launch a marketing campaign targeting foreigners.
Antonio Corro, MasterCard's country manager for Thailand and Myanmar, said the campaign offers privileges to people buying a ticket on Thai Ticket Major's site using MasterCard such as a 10% discount for early-bird reservations.
The campaign covers every country in Southeast Asia.
Both companies are trying to encourage consumers to make online transactions.
A MasterCard survey last year found Thailand was the most popular destination in Asia-Pacific among its worldwide network of cardholders.
Mr Komkrit estimates 400 concerts will be organised this year — 300 local concerts and 100 international events — thanks to political stability and a collaboration between BEC-Tero and Los Angeles-based Live Nation to bring more global concerts to Thailand.
In the first two months of this year, some big concerts have sold out within a few minutes of offering tickets such as Jason Mraz and K-pop bands.
This could mean purchasing power for entertainment has started to revive after a rough period in 2014, Mr Komkrit added.