Issue 44

Despite an impressive performance last year, TAT’s new governor has announced a shift in direction for the tourism industry.

Last year was a record breaking year for Thailand’s tourism industry.

According to the preliminary figures from the Ministry of Tourism and Sports, 29.8 million visitors came to the country, an increase of 20% on 2014, generating 1.4 trillion baht ($42 billion) of revenue – up 23% on the preceding year.

However, this year the Tourism Authority of Thailand (TAT) will no longer concentrate on tourism numbers, its governor, Dr Yuthasak Supasorn, told assembled media at the ASEAN Tourism Forum (ATF), held in Manila from January 20 to 22.

“For this year, we will be focussing less on the number of visitor arrivals and more on attracting quality tourists,” he said at the January 22 country briefing. TAT is targeting 2.4 trillion baht ($66.5 billion) in revenue this year – 1.5 trillion baht from international markets and 850 billion baht from domestic travellers.    
In order to achieve this, TAT is emphasising Thailand’s growing reputation as a spa and wellness destination.

“Our primary focus will be to promote the kingdom as a ‘Quality Leisure Destination through Thainess’,”
Dr Yuthasak Supasorn said. “TAT is aiming at enhancing the image of Thailand as a quality leisure destination for the quality tourist markets by offering ‘Thainess’ as a unique selling proposition.”

Part of this strategy is to promote medical tourism.

“Thailand’s private hospitals have internationally certified physicians and specialists in a wide range of fields backed up by state-of-the-art medical facilities,” he said. “Also, we have seen remarkable advancement in anti-aging care in Thailand. The wellness centres offer a full range of services from a complete ‘eat clean’ diet to personalised regenerative and metabolic treatments.

“The art of rejuvenation and healing, from organic spa therapies to traditional Thai massage, is an integral part of Thai culture. Our wellness providers are consistently recognised as among the best in the world.”

One of these is Kamalaya Wellness Sanctuary and Holistic Spa on Ko Samui. It won the Spa of the Year (Southeast Asia and the Pacific) from the Asia Spa Awards 2015, in November, and was named Best Destination Spa at the prestigious Condé Nast Traveller Spa Awards held in London on February 2.

“We are thrilled and honoured to receive this esteemed award from Condé Nast Traveller and are truly grateful for the outstanding recognition this award bestows on the Kamalaya team whose warm-hearted dedication to our guests is such an inspiration,” Kamalaya founders Karina and John Stewart said upon receiving the accolade.

The DITP has for a long time been heavily involved in promoting Thailand’s health and wellness sector, now with TAT’s new direction, it seems many resorts are destined to follow Kamalaya on its Road to Wellness.

Words by Mark Bibby Jackson