Over the past three decades, Thailand has continued to refine its image as an "ideal tourist destination" for travellers. The Kingdom has sold itself as an exotic, welcoming destination offering excellent value for money and a high level of service. Nevertheless, faced with the impression of a degraded tourist experience by many tourists, the Kingdom has become a destination of choice, the Thailand now wants to adopt a new profile.
Rediscovering European markets
Too many people for the most popular destinations, such as Bangkok, Pattaya and Phuket; ageing and overcrowded infrastructures, such as the airports, with problems of security standards; and finally, a sharp rise in prices, which undermines the idea of a country offering excellent value for money. These are the issues that the Thai authorities face when they question visitors.
This perception is often exaggerated, Thailand now recognises that it needs to work on its image and reposition itself in a more upmarket segment. " That's the message we're sending to our government today. Quality rather than quantity, which means fewer tourists but greater added value." explains Thapanee Kiatphaibool, Governor (Director General) of the Tourism Authority of Thailand (TAT).
Western Europe appears to be the most attractive market for the Thai authorities. " These are mature, curious markets that are looking for authentic experiences more than others." underlines Chiravadee Khunsub, Deputy Governor for Europe. In 2024, Europe generated almost 7.5 million visitors, representing 21% of all arrivals.
France is also showing dynamism. Between 2023 and 2024, the number of French people will increase by 32%, reaching over 700,000 visitors. France is likely to reach the million visitor mark by 2026, thanks in particular to the opening of Air France service to Phuket anda third frequency between Paris and Bangkok by Aircalin.
Thailand showcases its soft power
The recent Thai Tourism Fair in Chiang Mai was an opportunity to present the country's new strategic directions in its tourism policy.
The Thai government is now putting the spotlight on activities that better reflect Thailand's art of living and appeal to foreign visitors. Under the umbrella of the generic concept of "soft powerThey should help to change the way the country is perceived.
" While continuing to support traditional forms of tourism, we need to broaden our focus to attract travellers looking for diversified experiences - such as wellbeing, creativity and culture. This includes positioning Thailand as a centre for medical and wellness tourism, as a leading MICE destination and as a showcase for our rich cultural heritage and vibrant creative industries. We need to develop distinctive tourism productscreated by human hands, that reflect the exceptional talent, craftsmanship, creativity and innovation of our country" said Surapong Suebwonglee, Advisor to the Prime Minister and Chairman of the National Committee for the Development of Soft Power.
The country is working on new offers, with a particular focus on European visitors, including cultural authenticity, gastronomy, well-being and MICE. Recently, at the IMEX trade fair in Frankfurt, the TCEB congress bureau unveiled its new "3M" strategy to travel agents in connection with this new image. "3M" stands for "MaxiMICE", "Meaningful" and "Memorable".
"MaxiMICE" highlights all the advantages of a conference and incentive trip for MICE managers. " Air travel is expanding rapidly, new destinations such as Kanchanaburi, Khon Kaen, Surat Thani and Udon Thani are emerging with their new hotels, new routes and new flights. All these destinations offer a very different, local experience capable of creating memorable events. What's more, our infrastructure is improving, with a metro link to the country's largest exhibition centre, IMPACT, near Bangkok. " indicated during IMEX Puripan Bunnag, Senior Vice President of TCEB.
"Meaningful' is the reconfiguration of the MICE events from a greener angleTCEB offers MICE managers the possibility of organising post-conference or incentive tours including activities that benefit the well-being of both participants and local communities. TCEB offers MICE managers the organisation of post-conference or incentive tours including activities that benefit both the participants and the local communities.
Last but not least, "Memorable" demonstrates that with its sense of service and hospitality, its adaptability and its rich culture, a MICE event in Thailand is always a wonderful experience.
In Chiang Mai, the new MICE has arrivedIllustrating the new direction taken by TAT and TCEB, Chiang Mai is perfectly positioned as the ideal MICE destination in terms of the government's promotion of Thai "soft power". The northern regional capital, with a population of 150,000 (there is talk of a million in its urban area), is renowned as a cultural city, the cradle of local Lanna culture. Although it has undergone considerable development over the last two decades, the city still retains its multitude of temples and ancient teak houses, many of which have become luxury boutique hotels. Chiang Mai is increasingly asserting itself as a city of green and sustainable tourism. For MICE, instead of, or in addition to, visiting Chiang Mai must-sees such as the golden chedi of Doi Suthep, the night market or the Wat Chedi and Wat Singh temples, discover the city through new themes such as crafts and design. Baan Kang WatSan Kampaeng, for example, is a village run by young local artists and craftspeople. At San Kampaeng, a 20-minute drive from the centre of Chiang Mai, a local family's passion for roses has led them to create a rose garden. Sahrey Chanta Organic. Set in a house surrounded by gardens, the centre features a restaurant, a shop and, above all, a workshop. Here you can learn how to make teas or wellness products from roses, take up yoga or prepare dishes using plants and flower petals. Parks for seminars
Chiang Mai is nicknamed the "Rose of the North" by the Thais, and its many gardens are a big part of the reason for this nickname. Near the famous Doi Suthep temple, the Bhubing Palacebuilt in the 1960s for the royal family, is renowned for its rose gardens. For MICE groups, the most appropriate is the beautiful Rajapruek Botanical Garden which offers superb panoramic views at the gateway to the city. Visit Changthong Heritage ParkThe lesser-known Botanical Garden protects some of the kingdom's rare trees and teaches the art of landscaping. A café is available for seminars and conferences.
And what would Chiang Mai be without its gastronomy? The city is said to have over a thousand restaurants. Visit Michelin guide ThailandIn Chiang Mai, which has been part of the city since 2020, there are around fifty restaurants, 20 of which have been awarded a "Bib Gourmand". This distinction rewards places offering authenticity and flavours at reasonable prices.
These include, Ekachan for example, has reworked traditional Northern Thai cuisine into a more contemporary concept. Another example is Khaoat the Four Seasons, a luxury version of a traditional northern restaurant.
A unique cruise with Anantara
But above all, an exceptional experience is the one offered by Anantara Chiang Mai resort. The establishment embodies the quintessence of Chiang Mai: an old teak house, once the British consulate, surrounded by a hotel with an elegant contemporary wooden design; a renowned spa and above all an exceptional MICE experience, that of offering a culinary cruise along the banks of the River Pingwhich runs through the heart of Chiang Mai.
" We are offering a product that is looking for its equivalent throughout Thailand with a dinner served on a boat created by one of Thailand's most famous artists, Chalermchai Kositpipat. The dinner, prepared by a Michelin-starred chef, uses only certified organic Thai produce, including the wine list." says Arnaud Béril, General Manager of the resort. Exceptional food with flavours as subtle as they are delicate, and the chance to dress up in historic Thai costumes to the sound of a traditional orchestra. This is what Thailand, Chiang Mai and Anantara have to offer MICE clients looking for a memorable event and an authentic Asian experience.
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