In 2025, the Tourism Authority of Thailand will target luxury experiences as one of four tourism market niches in their sights, along with wellness, sports tourism, and honeymoons. These four niches are being targeted by the TAT for their high spending power when it comes to worthwhile travel experiences.
Current figures provided by the TAT and Allied Market Research state that the rising value of all four tourism niche markets for Thailand is projected to reach up to 390 billion baht ($11 billion USD) in 2027. The biggest destinations for these markets are Bangkok, Phuket, Pattaya, Krabi, and Koh Samui.
The luxury experiences market is a major target for Thailand, as Ipsos estimates that the market is valued at 60-70 billion baht (around 1.75 to 2 billion USD) and TAT is forecasting an annual growth rate for this market at around 6-10%.
TAT also estimates that the average luxury traveler spends around 6,171 baht (up to $180 USD) per day during their stays in Thailand. Travelers in the same market tend to spend around 77,693 baht (more than $2000 USD) for each stay lasting up to 10 days.
Forging Stronger Partnership Ties
As a means of courting the luxury experience market, TAT will continue to forge partnerships with luxury brands and operators to promote Thailand. In addition, TAT will also forge partnerships to stage events, concerts, fashion shows, and seminars to court the luxury niche.
Recent partnerships between the TAT and brands in the luxury niche include 2025’s Michelin Guide to Thailand and Louis Vuitton’s City Guide for Bangkok. Luxury brands have also partnered with spas and hotels in Thailand to provide high-end experiences.
There are also overlaps between the luxury niche and the other markets being courted by the TAT, as tourists in the four targeted markets tend to spend similarly high amounts for products and services in Thailand with the same high-end appeal to their niches.
Wellness tourism continues to be a high priority for the TAT, as they continue to attract tourists who want to incorporate sustainable health-related activities in their stays. Sports tourism is also a priority, as events such as triathlons, races, and regattas tend to attract visitors with high spending power.
Couples and honeymooners have the most overlap with the other three niche markets, since travelers who go to Thailand on romantic getaways tend to spend as much money, if not more, on luxurious experiences and events that also enhance wellness.
