The Tourism Authority of Thailand (TAT) intends to woo American honeymooners to Thailand now that the US economy is improving.
Krabi, which is famous for beautiful islands and secluded beaches, is a firm favourite with honeymooning couples.
Honeymooners are a key niche market for Thai tourism, as they spend 60,000 baht per trip excluding airfare, up to three times more than leisure tourists.
While research shows the Caribbean is a hot destination for American honeymooners, Thailand remains the most preferred Asian destination.
Juthaporn Rerngronasa, the TAT's deputy governor for international marketing, said Americans' spending power has recovered considerably.
Newlyweds are looking for exciting activities beyond laying down on the beach to sunbath or having a romantic dinner.
"We have interesting cultural and volunteer activities," she said.
Last year 2.4 million American couples travelled abroad, with 3% or 72,000 couples coming to Asia.
The top five destinations in Asia were Thailand, Indonesia, Japan, Maldives and Cambodia.
The Knot, a popular wedding magazine in the US, surveyed 7,500 members of its wedding network last year and found 67% already took their honeymoon, while 33% were planning one and had already chosen a destination.
The TAT reported the average length of stay for American couples in Thailand is 12 days and projects American tourist arrivals will rise by 8% to 892,458 this year.
Apichart Chowadee, the vice-president for sales and marketing at Silavadee Pool Spa Resort Koh Samui, said the resort will focus on the American honeymoon market. Most of Silavadee’s honeymooners are European and Australian, with Americans accounting for only 4-5%.
"We have to find out the key distribution channel for the American market and research their consumer behaviour so we can develop our product to meet their demand," said Mr Apichart.
However, the TAT must be a centre of information to help promote Thailand as a honeymoon destination. Thai culture and interesting activities should be a strategy to approach this market.
"We can't only sell the sea, sand and sun to the American market as the US also has many beautiful beaches. We have to sell different things such as Thai culture," he said.
The TAT will target niche markets such as honeymoons and weddings, health and wellness, and eco-tourism as well as join travel fairs related to these markets.