A New Era of High-Yield Tourism in Thailand, with Chattan Kunjara, Tourism Authority of Thailand

High-Yield Tourism

"The pandemic changed everything." In 2019, Thailand received almost 40 million visitors but a two-year border closure saw "the travel industry basically shut down" during Covid. Chattan Kunjara recently retired after a 37-year career at the Tourism Authority of Thailand, achieving the title of Deputy Governor. In a compelling chat, he tells Gary and Jens how Thailand has turned around its tourism strategy since 2022 with meticulous segmentation and market diversification at the core. In 2025, Thailand expects to surpass 2019 tourism arrivals, but the inbound mix and tourism marketing techniques continue to adapt to evolving regional realities. Khun Chattan explains the process of embracing Soft Power - through the 5Fs of Film, Fashion, Food, Fight and Festivals - as a competitive advantage in South East Asia. He also whispers some secrets about bringing The White Lotus: Season 3, which airs in February, to Thailand - and the novel storytelling angles this globally popular TV series provides to entice high-yield tourists.

as the competition to attract visitors intensifies in South East Asia.