The Tourism Authority of Thailand (TAT) is making significant strides in expanding its presence in the North American market, with plans to inaugurate its Chicagoland office this August. Targeting discerning travellers from the United States and Canada, TAT aims to welcome 1.43 million visitors to Thailand by 2024.
In a notable development for Thailand’s tourism sector, Thapanee Kiatphaibool, Governor of TAT, and Siripakorn Cheawsamoot, Deputy Governor for key markets, convened with officials in Chicago on April 22, 2024. The purpose was to finalise arrangements for the opening of TAT’s Chicago office in August 2024. Also present were members of the Thai team in Chicago led by Kattanawadee Kalayanamit, Consul General, Natnapang Damrongsoontornchai, Deputy Consul General, and Suprattana Gamolvej, Director of the Office of Trade Promotion. Discussions centred on strategies to attract high-quality tourists from the Midwest of the United States and Canada, with a target of 1.43 million visitors by the end of 2024.
The forthcoming Chicago office, strategically situated within the city’s consulate area, underlines TAT’s commitment to expanding its presence and operations in the United States, joining existing offices in New York and Los Angeles.
TAT has meticulously considered geographic and population factors, with its office set to cover Canada and the Midwest region of the United States, spanning 16 states. Notably, Illinois ranks sixth in population nationwide and is the sixth most frequented destination by Thai tourists.
Kattanawadee Kalayanamit, Consul General in Chicago, highlighted the untapped potential of the Midwest region of the United States as a market for Thai tourism, presenting significant marketing opportunities for TAT and the Thai team. Positive indicators from supporting factors, including travellers’ interest in international travel, further bolster this opportunity.
VISIT THAILAND
Ayutthaya: Going for Gold
From paper-thin gold sheets of the Buddha to gold swords, head decorations and a crown, the Chao Sam Phraya National Museum in Ayutthaya province, central Thailand, has filled its new Gold Treasure Exhibition Building with 2,244 pieces of gold artefacts and ornaments made around the fifteenth century. The new exhibition hall is now open to visitors, showcasing 400 years of creativity and the wealth of the former capital city of Siam.
TAT has sought collaboration from consular officials to promote joint tourism efforts, organising events like the Amazing Thailand Fam Trip and the Be My Guests Fam Trip. These endeavours align with celebrations for His Majesty the King’s 6th Cycle Birthday Anniversary on July 28, 2024, and the government’s policy to position Thailand as a Tourism and Aviation Hub.
In 2024, TAT aims to attract 1.43 million tourists from the American region to Thailand, projecting revenue of THB 105.53 billion. This aligns with the broader goal of welcoming 35 million international tourists, generating a total revenue of THB 1.921 trillion. Emphasising high-value, quality tourism and Sustainable Tourism practices, this strategy targets discerning tourist demographics.
TAT is poised to enhance tourism experiences with a variety of activities, driving average spending per person per trip to THB 76,297 and increasing the average length of stay to 15.02 days. Collaborations with airline partners will facilitate travel to Thailand, benefiting from strong interregional relations between the Americas and Southeast Asia.
The stability of the financial and economic systems in the United States, coupled with the positive perception of Thai tourism and hospitality, as well as the renowned reputation of Thai cuisine, will attract and motivate travellers to choose Thailand as their destination. These factors are expected to propel the tourism market from the American region toward its predefined targets.
