Bangkok (VNA) – Thailand's “non-smoke” industry isexpected to generate up to 3 trillion THB in revenue in 2024, equivalent to the level of 2019, before the COVID-19 crisis, according toꦓ the Tourism Authority ofThailand (TAT).

The number of foreign visitors to Thailand increasedsignificantly in 2022, reaching 11.5 million, well above the 10 million target.However, spending was lower, as international flights were stilllimited, the majority of foreign tourists came from neighbouring countries.

In 2023, the TAT set a target of achieving 80% of2019's revenue or 2.38 trillion THBꦜ, but expects to reach only 91% or 2.167trillion THB. For 2024, the goal is to reach 100%🦋 of 2019's revenue.

TAT Governor Yuthasak Supasorn said to reachthe target, the TAT needs to fully implement marketing efforts and effectivelymanage external risks that might affect expected revenue and number of tourists comingto the country in the coming years. The TATestimates that Chinese tourist arrivals to Thailand will increase in the second half ofthis year due to the recovery of the Thailand-China air route, currentlyoperating around 400 flights per week, up from 150 flights per week inMay. This gives the TAT a hope for achieving its goal of attracting 5 millionChinese tourists throughout the year after welcoming around 1.5 milliontourists in the first six months of this year. Thatmight not be achievable, however, as the group tour segment has not fullyrecovered and it is anticipated that visitors coming over the Chinese NationalDay holiday (October 1) will be individual travellers. This is unlike thesituation in other Asian destinations, especially Vietnam, where group tourshave increased significantly. Despite the challenges, the momentum ofdomestic travel continues. The Thai Hotels Association (THA) reported apositive trend in hotel room bookings late last year, with rates improving comparedto the 2019 high season./.