According to a consumer survey on tourism by EIC, overall, Thai people are showing an increasing tendency to travel both domestically and internationally in the near future. Additionally, as international travel restrictions are relaxed globally, more Thais are also traveling domestically. Furthermore, the travel behavior of Thai tourists is becoming more diverse, with clear differences among various groups, including generational differences and travel types such as families and friends. However, the high inflation rate is likely to lead those affected to tighten their belts and reduce their travel expenses.

Thais are planning to travel domestically more as the COVID situation in the country improves, alongside the pent-up demand for travel. Nevertheless, the high inflation rate may cause those affected to cut back on travel expenses.

  • Thai people are likely to increase domestic travel in the near future. Before the COVID outbreak, over 88% of Thais traveled domestically at least once a year, with about 20% traveling more than five times a year. The COVID crisis raised health concerns and travel restrictions, leading most Thais to avoid travel. However, as the COVID situation improves and the government continues to implement measures to stimulate tourism, more Thais began to travel domestically again in early 2022, with about 85% planning at least one domestic trip, indicating a positive sign of returning to normal life. Nonetheless, the impact of inflation and ongoing health concerns may reduce travel frequency.
  • Amid high inflation, those facing income issues are likely to travel less. About one in four individuals experiencing reduced income and frequent financial shortfalls have no plans to travel in the near future. However, most of these individuals still choose to travel domestically at least once, reflecting that despite inflation affecting income and expenses, there remains a significant pent-up demand for travel among Thais.


The majority of Thai tourists tend to travel domestically for family leisure, choosing destinations primarily based on travel convenience.

  • Most Thais travel for family leisure, with two key factors influencing destination choice being travel convenience and reasonable costs. However, health safety remains a significant concern, especially among Baby Boomer tourists, while pricing and promotional discounts are crucial for Gen Y travelers. This group also tends to choose destinations based on recommendations from social media and popular restaurants and cafes.
  • 4-5 star hotels remain the preferred accommodation type for most tourists, with nature-oriented stays attracting significant interest, particularly among business travelers and Baby Boomers. This is followed by 2-3 star hotels, popular among singles and couples. Unique accommodations like camping sites and vacation rentals are also gaining interest among niche tourists. Additionally, about one in three travelers seeks environmentally conscious accommodations with modern amenities.
  • Online booking platforms are playing an increasingly important role in tourism, but direct contact with accommodation providers remains a vital channel for tourists. Most Thai tourists primarily book accommodations through online service platforms for hotels rated 2 stars and above and serviced apartments, while those staying in hotels below 2 stars, hostels, and unique accommodations often do so without prior reservations (walk-ins).

Thai international travel is expected to accelerate following the relaxation of global travel restrictions. While some Thais plan to travel abroad, they are also maintaining or increasing their domestic travel.

  • Thais are increasingly likely to travel internationally, with those planning international trips also showing an increased tendency to travel domestically. In the 1-2 years before the COVID crisis, about 40% of Thais traveled abroad at least once a year. After many countries relaxed international travel measures, 65% of Thais who typically travel abroad are planning to do so more in the near future. However, about 90% of these travelers still intend to travel domestically at the same rate or more.
  • The majority of Thai tourists plan their international trips independently, with East Asian countries like South Korea and Japan remaining popular destinations. Younger generations like Gen Z and Gen Y, along with higher-income groups, are among the first to prepare for international travel, primarily planning their trips independently. Meanwhile, Baby Boomers and Gen X are likely to follow, often traveling in groups due to health concerns related to COVID that may affect older travelers.


From the survey results, prioritizing the basic needs of tourists while understanding the diverse behaviors of modern travelers is crucial for the tourism industry to adjust strategies to better meet tourist demands. The industry must focus on three main basic needs of Thai travelers: 1. Leisure, 2. Travel convenience, and 3. Nature-oriented accommodations. Additionally, understanding the increasingly diverse behaviors of tourists, with clear differences among generational and travel groups, is essential. Marketing strategies such as online promotions and campaigns are effective in reaching and attracting tourists, as online platforms are the primary choice for travelers. Pricing factors also play a significant role in tourists' destination selection. Utilizing an omni-channel strategy to diversify sales channels through both online service platforms and direct accommodation providers will allow tourists to choose the most suitable options. Creating special memorable experiences for tourists will help establish a competitive advantage, as travelers today seek new experiences and are willing to spend more for unique encounters. Furthermore, continuously ensuring health safety is necessary, as many tourists still have significant health concerns. Environmental issues are also becoming increasingly important in the tourism sector due to the eco-conscious trends among Thai tourists, especially among Gen Z, who are placing greater emphasis on this aspect and will become a primary tourist group in the future.



Read the full report at... https://www.scbeic.com/th/detail/product/tourism-041022

For businesses looking to delve deeper into Thai tourist behaviors, please follow our analysis of Thai tourist behaviors in various sectors coming soon.