Issue #169: "Covid Changed Everything for Tourism in Thailand!"
Interview with the former Deputy Governor of the Tourism Authority of Thailand.
Welcome to Issue 169 of Asia Travel Re:Set.
2025 has kicked off with a heavy travel/tourism news agenda - not least as Chinese New Year falls fairly early, at the end of January.
It’s been a busy week of media interviews, speaking with CNA, BBC, Nikkei Asia, AFP, Taiwan Plus, Dinar Standard, Skift and Money FM 89.3 in Singapore.
Many thanks to all journalists, editors and producers who reach out - I’m always happy to chat about Asia developments.
Meantime, we got to interview Chattan Kunjara, recently retired Deputy Governor of the Tourism Authority of Thailand, for the High-Yield Tourism Podcast.
So let’s follow that train of thought…
Thanks for checking in…
Listen to Money FM 89.3’s The Big Story, for which I joined host Hongbin Jeong to analyse the multitude of pan-regional angles related to: Thailand's tourism entangled in Chinese TV actor’s abduction.
"Covid Changed Everything for Tourism in Thailand!"
In 2019, Thailand welcomed 39.9 million visitors. In 2024, it surpassed 35 million for this first time since, and is targeting 40 million in 2025.
On this week’s High-Yield Tourism Podcast, we enjoyed a broad-ranging chat about Thailand’s post-pandemic tourism strategy, The White Lotus, the 5Fs and segmentation, segmentation, segmentation with Khun Chattan Kunjara.
Here are some edited segments from the interview. For the fascinating full reveal, click on the live podcast link below.
HYT: Thailand was at the forefront in South East Asia of bringing back tourism after the pandemic. How did it change the thinking in terms of tourism strategy?
CK: It changed everything. We could not open the whole country at first. We had to go city by city. Before Covid, the whole country was open for travel, but then everything closed down, so we had to select Phuket first, followed by Koh Samui, and then Pattaya, Chiang Mai, etc. It compelled us, and it compelled the government, to talk to the stakeholders continuously and in depth.
Thai tourism prides itself on segmentation. Even before Covid, we did a lot of segmentation research. We went after certain segments, including high-yield travellers. And when the competition bloomed post-Covid, segmentation was our strong point. We just could not open to everyone. We could not accept everyone. So we went after a few segments in a few countries. It was a step-by-step approach to go to certain markets and get certain segments to come back first.
HYT: Thailand introduced the 5Fs - food, fight (Muay Thai), fashion, festivals and film. What role have these played to drive the strategy and rebuild Thailand’s tourism brand?
CK: For a lot of years, Thailand was selling soft power, we just didn’t say soft power. But we were promoting food, and we were promoting a lot of stuff that you find in everyday life in Thailand. But with 5Fs, with the soft power, we were repackaging everything into a neat, easily understandable, easily digestible package. This helps consumers to better understand and visualise what they will find when they come to Thailand.
With soft power. We’re selling or promoting tangible products - which visitors can find in their daily trips around the country.
“The White Lotus is huge. It is a very scenery-driven show, and there are compelling stories behind that. It creates an aura.”
HYT: Tourism related to movies and TV shows is a hot topic in Asia. One of the most anticipated events of 2025 relates to Thailand, and that’s The White Lotus: Season 3. The TAT was a production partner, so how can you use the series to tell new stories - not just for Koh Samui, but for the whole country?
CK: It’s huge. I was involved at the very beginning of getting The White Lotus to come. I don’t expect people to come to only Koh Samui although, of course, a large number will come to follow the film locations. But I guess what’s happening is the [changing] image overall of a country as a place of mystique and its unique attributes. It’s the complete picture. A show like The White Lotus is very scenery-driven, and there are compelling stories behind that. It creates an aura.
HYT: And you have a very famous Thai star in the show - Lisa from Blackpink.
CK: Well, I’ve seen the trailer. I hope she gets her fair share of a role. She’s world famous, and has been a really good brand ambassador for the country, even though she’s not the official tourism brand ambassador. She’s been awesome.
“We have been through bird flu, the tsunami, coups, political disturbances - but each time Thailand’s tourism bounces back. Sometimes fast, sometimes very slowly, but we eventually bounce back.”
HYT: Thai tourism is a success story although, of course, there are challenges. What do you think other destinations can learn from Thailand?
CK: We’ve had our ups and downs. I myself have been through bird flu, the tsunami, coups, political disturbances - but every time we bounce back. Sometimes fast, sometimes very slowly, but we eventually bounce back. The government talks and communicates with the private sector and vice versa all the time through good and through bad times. Therefore, there’s an understanding of what is to be done, what is needed, and how we work with each other.
There needs to be a constant stream of communication - whether or not that evolves into a campaign or a promotion. Every segment of the tourism industry must know each other. So communication is at the core of building resilience. I have no doubt.
Click the live link below to listen to A New Era of High-Yield Tourism in Thailand, with Chattan Kunjara, Tourism Authority of Thailand.
Or search for the High-Yield Tourism Podcast on any podcast app.
South East Asia’s Top 8 Travel Mega-Projects in 2025
Wherever you find yourself in South East Asia, travel infrastructure is being built out on an epic scale.
On this week's The South East Asia Travel Show, James Clark, Founder of the Future Southeast Asia newsletter, and I assess the Top 8 Mega-Projects under-development across the region.
These transformative airport and high-speed rail projects are in: 1) Vietnam, 2) Singapore, 3) Cambodia, 4) Indonesia, 5) The Philippines, 6) Malaysia, 7) Back to Vietnam, and 8) Thailand.
We analyse the potential impacts on travel and tourism, plus the economics and politics, and the financing, planning and construction challenges, behind each one.
Click the live link below to listen to South East Asia’s Top 8 Travel Mega-Projects in 2025.
Or search for The South East Asia Travel Show on any podcast app.
And, that’s a wrap for this week.
Asia Travel Re:Set will return next Sunday - when I’ll tell you about plans for the future!
Happy Travels,
Gary