On Tuesday (Jan 2), government spokesperson Chai Wacharonke said the Cabinet discussed the possibility of pushing up the number of arrivals to 40mn, following the announcement of new measures such as the reciprocal visa-free scheme between Thailand and China, reports the Bangkok Post.
However, the target under discussion has yet to be made official as the Tourism and Sport Ministry still maintains its target of 35mn foreign arrivals in 2024.
In 2019, when Thailand attracted a record high of 39.8mn foreign arrivals generating B2 trillion in revenue, the TAT was allocated a budget of B6.6 billion, said TAT Governor Thapanee Kiatphaiboon.
However, this year’s budget has been set at B5.2bn, or about 20% lower than the amount set in 2019, but with a higher revenue target of B2.5trn.
Ms Thapanee said securing the same number of arrivals as recorded in 2019 is a challenging goal which still requires detailed discussions with Tourism and Sports Minister Sudawan Wangsuphakijkosol, as well as the TAT directors in the key source markets, such as the five offices in China.
Even though the 2024 budget is higher than the B3.2bn budget that the agency received last year, it could be cut further following the 2024 Budget Bill debate, which began this week.
She said the agency hopes the budget will be maintained at the same level, as the TAT has been burdened with tremendous tasks to help maintain economic growth this year amid softer revenue from other key sectors.
Of the total revenue target of B3.5trn in 2024, revenue from domestic tourism would account for B1trn, up from B800bn in 2023.
However, the government this year has yet to provide a mechanism to boost the domestic market as seen during the pandemic with the 40% subsidy programme for local travellers.
Sisdivachr Cheewarattanaporn, President of the Association of Thai Travel Agents, said the visa-free scheme alone will not be able to help double the number of Chinese visitors from 3.5mn last year to 8mn as the government has projected.
He said more intense marketing campaigns are necessary as this market has been plagued by a lower level of confidence.