Tourism in second-tier provinces is in the spotlight as a key driver to generate income and jobs for rural communities, with promotional campaigns and tax perks on offer.
While tourism has become an essential sector in drawing foreign travellers to the country, data show that about two-thirds of visitors are headed to cities like Chiang Mai, Phuket, Nakhon Ratchasima, Ayutthaya or Krabi.
Smaller provinces, or those welcoming fewer than 4 million visitors a year, have benefited less from the booming travel business, prompting the government to issue stimulus measures. Some tourism operators, however, are casting doubt on the readiness and capability of some small provinces to welcome an influx of tourists.
Proper infrastructure linking big cities and remote destinations and well-designed tourism apps to educate foreign tourists about less-popular destinations are sought by foreign operators.
Inga Freiberga, a leisure department executive of Latvia Tours, said most Latvians would like to experience natural resources in Thailand and learn more about Thai culture through history, arts, crafts and architecture.
She believes that Latvian travellers tend to enjoy destinations that have maintained a local identity, tradition and culture.
The Thai government must improve infrastructure and transport to enable tourists to access these destinations more conveniently, Ms Freiberga said.
Iroda Kopashova of East-West Travel in Kyrgyzstan said that helpful online avenues such as a one-stop tourism platform for travellers are vital.
"It will enable travellers to study, arrange their trips and enjoy the journey thoroughly when getting to Thailand," she said.
Ms Kopashova said Kyrgyzstan is a landlocked country, so beaches and islands in Thailand are attractive to Kyrgyz tourists. About 70,000 Kyrgyz visited Thailand last year.
She suggests that tourism sites in Thailand provide more varieties of food, such as halal food (about 75% of Kyrgyz people are Muslims). There should be dining spots that offer vegan meals and restaurants with access for disabled people as well.
According to Ms Kopashova, the cost of travel to Thailand is affordable and sometimes cheaper than visiting other destinations in Russia, Turkey or the United Arab Emirates.
Chattan: Chinese market looks stable; Srisuda: Transferring tourists via gateways.
"Although they have to spend at least 8-9 hours aboard a flight with two stopovers to come to Thailand because there is no direct flight right now, Kyrgyz people love to travel here, due to the nice hospitality of Thai people," she said.
Ms Freiberga and Ms Kopashova were among the 340 tourism operators from 51 countries taking part in the Thailand Travel Mart Plus (TTM+) event held earlier this month by the Tourism Authority of Thailand (TAT) in Pattaya.
Under the theme "New Shades of Emerging Destinations", the event aimed to encourage foreigners to visit 55 second-tier provinces.
Have a safe trip
While motivating more people to visit, the services and accommodations in second-tier provinces must meet standards and safety protocols, said Visroot Inhyam, the director-general of the TAT's northern region.
To ensure that operators offer quality services, hoteliers that join the TAT's marketing activities are required to hold operating licences. The condition is meant to assure visitors of having a good experience.
The latest measure by the government is the use of the powerful Section 44 to compel illegal hotels and accommodation services nationwide to register under the law and become a member of a legitimate association.
TTM+ 2019 in Pattaya highlighted tourism in second-tier provinces.
Speaking at a forum in Trang, Mr Visroot said hoteliers should not overcharge on room rates, especially for those in destinations growing in popularity.
He said the TAT's marketing campaign in the second half of the year aims to increase spending among travellers by encouraging them to travel from one region to another, such as steering tourists from the northern provinces to the South, or having residents in big districts visit smaller ones.
Hook and hub
Apart from safety measures, foreign arrivals are looking for authentic travel experiences despite their initial plan to visit a big city.
"Hence, the TAT will continue with the hook-and-hub strategy by using most-visited cities as the entrance and exit points that connect more tourists to secondary provinces, enabling them to discover new favourite destinations apart from mass tourism," said Srisuda Wanapinyosak, the TAT deputy governor of international marketing for Europe, Africa, Middle East and Americas.
For example, Chon Buri with the expansion of U-tapao airport will be the main gateway to Pattaya, before transferring tourists to other nearby provinces like Rayong, Chanthaburi and Trat.
Operators from second-tier provinces joined TTM+ for the first time, featuring 20 booths to showcase new sites and experiences to foreign buyers.
Silapat Watcharapong, from Khanom district in Nakhon Si Thammarat province, said his home is a tranquil location and has grown popular with elderly tourists from Europe, particularly Germans.
He said the destination is a good fit for tourists seeking a calm and cosy getaway from the stressful and chaotic life. Breathtaking beach landscapes abound.
Despite its proximity to Koh Samui in Surat Thani, Khanom has no entertainment sites, night markets or department stores, resulting in fewer young travellers.
Chotnarin Ruecha, a tour operator from Mae Hong Son's Pai district, said the foreign tourists who visit are mostly Western and Chinese. They come in small groups by van or motorbike, as the transport infrastructure is quite limited compared with the scene in bigger northern draws like Chiang Mai.
Chinese tourists will drive from their hometowns during the Lunar New Year to visit Myanmar through Chiang Rai, Chiang Mai and Pai.
"Pai is famous for its scenery, surrounded by mountains and forests, while promoting eco-tourism with non-riding elephants, offering tourists a chance to learn more about the animal without causing any harm," Mr Chotnarin said.
Moreover, tourists can experience the diverse cultures of northern ethnic groups such as Thai Yai, Lisu and Lahu, he said.
Tourism in small provinces drew the attention of participants at TTM+, including newcomers from Latvia, Kyrgyzstan, Kazakhstan, Lesotho, Chile, Colombia, Poland and Czechia.
The TAT has set a goal for 2019 of 88.74 million trips to second-tier provinces, up 6% from last year. Tourism receipts are forecast at 253 billion baht, up 9%.
New challenges
While encouraging more foreign tourists to travel here, tourism officials have encountered new challenges, such as efforts by several countries to prod their people to travel domestically.
Chattan Kunjara Na Ayudhya, the TAT deputy governor for marketing in Asia and the South Pacific, said Chinese authorities have arranged tourism fairs in many provinces in the mainland to promote travel within the country.
The situation arose after tensions between China and the US escalated, resulting in a sharp decline in Chinese visiting America.
Mr Chattan said the Chinese shift to short-haul destinations and domestic travel corresponds with infrastructure development projects in the mainland. High-speed railways linking cities with airports now offer seamless connectivity while travelling.
The change may deter some Chinese from travelling overseas, which in turn could hurt the Chinese market in Thai tourism, he said.
Mr Chattan said TAT offices in China were instructed to brace for this tendency and to devise measures to ensure that Chinese tourists continue to visit Thailand as targeted, at a clip of about 11 million this year.
Some of the plans for the Chinese market include allowing the Familiarisation Trip scheme formerly operated solely by the TAT to become a joint promotion with tour agents and airlines.
The cooperation will offer more privileges to lure tourists to Thailand, instead of the easy way out of cutting tour prices.
"The overall situation for the Chinese market in the next six months will be stable," Mr Chattan said. "We don't expect double-digit growth in this market in 2019."
