As Thailand Eyes experiences a significant downturn in tourist arrivals from China, the country is making a strategic pivot. Rather than relying solely on its traditional markets, the Tourism Authority of Thailand (TAT) is now focusing on the Middle East—specifically the United Arab Emirates, Saudi Arabia, Oman, and Kuwait—as a fresh and lucrative source of tourism revenue.
This pivot is part of a broader effort to diversify Thailand’s tourism base, enhance income per visitor, and create a more sustainable tourism model going forward.
Shifting Sands in Global Tourism
For over a decade, Chinese tourists have formed the backbone of Thailand’s international tourism industry. However, recent years have seen a marked decline in Chinese outbound travel, caused by a mix of ongoing economic challenges, reduced flight availability, and a shift in travel preferences toward domestic and regional destinations.
Faced with this sharp drop, Thailand is taking action to mitigate the revenue gap by targeting travelers who not only come in increasing numbers but also spend more per capita. Middle Eastern tourists have emerged as a natural fit.
Unlike travelers who often budget on accommodations or dining, tourists from countries like the UAE or Saudi Arabia are known for their preference for premium services, luxury experiences, and extended stays—an ideal profile for a country that wants to reduce visitor congestion while increasing profitability.
Thailand Rolls Out the Red Carpet
To tap into the Middle Eastern market, Thailand has implemented a series of high-profile initiatives and strategic partnerships:
One of the key platforms was Thailand’s participation in the Arabian Travel Market 2025 in Dubai. There, Thai officials highlighted the country’s rich cultural offerings, tropical beach destinations, wellness retreats, and five-star experiences tailored to high-net-worth individuals and families from the Gulf.
Additionally, the TAT has collaborated closely with major airlines such as Emirates and Etihad Airways to improve direct flight connectivity. These partnerships have also helped curate travel packages that suit the cultural preferences and seasonal travel patterns of Middle Eastern tourists.
Travel agencies such as Dnata Travel have also come on board, offering exclusive Thai travel experiences, ranging from wellness getaways in Chiang Mai to private island escapes in the Andaman Sea. These packages not only boost bookings but also help promote Thailand as a safe, Muslim-friendly destination with Halal-certified restaurants and private luxury accommodations.
On-the-Ground Marketing in the Gulf
Beyond trade shows and airline deals, Thailand is making a deeper push into the Gulf through roadshows and local engagement. The “Amazing Thailand Post ATM Roadshow” took place across Riyadh, Dammam, and Doha. These events weren’t just promotional—they served as networking platforms connecting Thai service providers, tour operators, and hospitality businesses with key decision-makers in the Middle East travel industry.
The roadshows emphasized Thailand’s growing portfolio of niche tourism products. This includes eco-tourism, wellness tourism, adventure activities, and cultural experiences that cater to families and solo travelers alike.
Moreover, Thai officials were quick to point out that the country now offers a smoother visa process and has invested in making its tourism infrastructure more welcoming to Arabic-speaking travelers. Hotel staff, signage, and service menus are increasingly being localized for Gulf visitors.
Why the Middle East Matters
There’s a compelling economic case for targeting Middle Eastern travelers. Data from the first quarter of 2025 indicates that visitors from the UAE spend an average of over THB 8,800 per day—almost double the average spend of tourists from some other regions.
So far this year, over 160,000 tourists from the Middle East have arrived in Thailand, with Saudi Arabia emerging as a leading market. Year-on-year growth from Saudi Arabia alone has climbed by over 15%, a promising indicator of future potential.
What’s even more encouraging is that these travelers are not just coming for short vacations. Many opt for extended stays that span up to two weeks, particularly in the summer months when temperatures soar in their home countries. Thailand, with its cooler hill regions, spa resorts, and family-friendly attractions, offers the perfect escape.
Aiming High in 2025
Thailand has set an ambitious goal: to attract at least 1.1 million tourists from the Middle East and Africa by the end of 2025. If successful, this influx could generate over THB 98 billion in tourism revenue—a major boost for the economy at a time when diversification is more critical than ever.
To reach that target, Thailand plans to expand its promotional campaigns beyond the Gulf Cooperation Council (GCC) countries and into emerging markets such as Egypt and South Africa. Custom marketing content, Arabic-language digital platforms, and targeted influencer partnerships are part of the long-term strategy to build awareness and drive bookings.
From Quantity to Quality
What sets this approach apart is the shift in focus from quantity to quality. Rather than simply seeking to restore pre-pandemic arrival numbers, Thai authorities are working to elevate the country’s profile as a luxury and lifestyle destination. That means promoting not just beaches and nightlife, but also culinary experiences, spiritual wellness, heritage tours, and eco-conscious travel.
This transformation is also being driven by sustainability. With many Thai destinations facing the pressure of over-tourism in the past, there is a clear push now toward responsible tourism. Tourists from the Middle East, with their affinity for private, curated experiences, align well with this model.
A New Chapter for Thai Tourism
As Thailand charts a new course for its tourism industry, its courtship of Middle Eastern travelers signals a broader trend in global travel—where personalized service, cultural alignment, and economic impact matter more than ever.
The road ahead may still be shaped by uncertainty in global travel patterns, but with a clear strategy and adaptable vision, Thailand is positioning itself not just to recover—but to thrive.
If the current trajectory holds, the “Land of Smiles” may soon be smiling a little wider thanks to a wave of enthusiastic and high-spending visitors from the Gulf.
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