Local operators are pinning their hopes on Indian travellers to offset dependence on the Chinese market.
Thailand welcomed 11 million Chinese tourists in 2019, six times more than India's projection of 1.9 million. The gap is narrower than in 2016, which was seven times.
Speaking from Delhi while attending SATTE 2020, the biggest travel trade show in India, Suchin Jienjitlert, assistant managing director of River Kwai Village Hotel in Kanchanaburi, said the main focus is Indian student groups, who can take longer trips during school breaks.
He anticipates that students will stay at least three nights, while Indians overall stay less than two nights per trip on average. The extended stays could lead to outdoor activities and adventures in nature, which is a strength of Kanchanaburi province.
While Thailand is facing hazardous PM2.5 pollution levels in many provinces, the level of air pollution in India linked to death was the highest in the world in 2017, according to the Global Alliance on Health and Pollution.
River Kwai Village Hotel's plan intersects with the Tourism Authority of Thailand's ambition to showcase more destinations beyond famous cities.
While Pattaya remains a favourite among Indian travellers, Ticha Srimuang, chief marketing officer of Pattaya floating market, said the city cannot be complacent and must rebrand as a family-friendly destination.
She said daytime recreation should be added to itineraries, such as the floating market, which could appeal to all segments such as shoppers and lovers of culture.
"Tourists can enjoy shopping from boat vendors and experience Thai culture through traditional dances or martial arts, as there are regular shows at every corner of the market," said Ms Ticha.
Even though 65% of tourists visiting the floating market are Chinese, she sees more visitors from India and Asean the past two years.
Sukris Koyakradej, vice-president of international marketing for the Phuket Tourist Association, revealed a plan to promote Phuket as the hometown of unique and diverse local foods to draw Indian tourists, who enjoy gastronomy tourism.
Phuket was Thailand's first Unesco Creative City, dubbed a city of gastronomy in 2015.
Direct flights to Phuket from major cities in India provided by India-based airlines such as IndiGo Airlines and GoAir facilitate these plans.
The average length of stay for Indian tourists in Phuket is four days, three nights.
He said operators need more in-depth information about Indian tourists, especially across various lifestyles from different locations.
Even though Thai tourism was dented by the baht surge, the Indian market still grew by double digits in both volume and value, said Vichit Prakobgosol, president of the Association of Thai Travel Agents. He said this market is a blue ocean with less competition compared with major source markets such as China, creating more room for Thai operators to expand.