TAT targets Taiwan and Korea for tourism inflows

Tourism operators and the Tourism Authority of Thailand (TAT) are being urged to concentrate on the tech-driven economies of South Korea and Taiwan to attract more young travelers. This strategy aims to capitalize on the strong purchasing power and favorable currency rates in these markets.

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There is an opportunity to restore the South Korean market this year after a severe contraction.

South Korea's market, which saw a 24.1% decline in arrivals to 876,416 during the first seven months of 2026, presents an opportunity for recovery. According to the Secretary-General of the Thai Travel Agents Association, Athitayot Thitipattarachai, there is a chance to restore the South Korean market this year after a severe contraction. He noted that while Thailand remains a familiar destination for Taiwanese tourists, the focus should shift towards attracting affluent young professionals and couples interested in wellness, golf, and gastronomy.

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Thailand has advantages as a familiar destination for South Koreans, both in terms of lifestyle and wellness tourism.

The TAT is also advised to accelerate promotions targeting these segments, emphasizing experiences beyond typical tourist spots. This includes developing new destinations and offering products that match the demand for wellness services and unique dining options. Over the next 1-3 years, the TAT should consider shifting Thailand's tourism marketing from traditional destinations to a more experiential approach, improving its airport infrastructure and offering a wider range of travel options.

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The TAT should accelerate promotions targeting young, affluent tech professionals and couples interested in wellness, gastronomy, and golf.

For Taiwan, the government's distribution of a $10 million cash handout is expected to aid its economic recovery. Thailand's tourism sector could benefit from this rebound. While Taiwan, with a population of 23 million, is considered a mature market for Thailand, the country's declining demographics present a similar challenge. TAT should leverage affordable airfares and proximity to promote Thailand as a weekend getaway destination for Taiwanese citizens, who already have visa-free access to 101 countries.

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The TAT should consider gradually changing Thailand's tourism marketing direction from typical destinations to experiential tourism.