Despite the devastating impact of COVID-19 on Thai tourism, the country is beginning to bounce back, and tech startups in Thailand have played a significant role in helping to revive and sustain the industry. The country, blessed with a rich culture and beautiful destinations like Bangkok, Phuket, and Chiang Mai, is a popular vacation spot for many tourists. According to Statista Research, the nation received 28.15 million international visitors, and the tourism sector had a gross domestic product (GDP) of THB 356 billion.
Still, many tourists have expressed concerns about travelling to Thailand, including increased travel costs, health and safety issues, and limited flight availability. However, tech startups are stepping up to the plate, addressing these concerns head-on and driving the revival of the tourism industry through their innovative solutions and commitment to customer safety and satisfaction.
We explore how hospitality tech is evolving in Thailand
Currently, European and Chinese tourists are boosting tourism in Thailand. Europeans from Germany, Russia, and Scandinavia are visiting the country’s south to enjoy the beautiful landscape. Meanwhile, Chinese tourists primarily visit during the Lunar New Year celebrations.
How Thai startups are reviving tourism
Thailand is at the heart of Southeast Asia, acting as a gateway to Vietnam, Laos, Cambodia, western Malaysia, Myanmar, and China. After the COVID-19 pandemic led to travel restrictions and safety concerns, the number of tourists dipped, hurting the tourism and hospitality sectors. Now, the nation is dealing with challenges in the following ways:
Innovation
Stakeholders pushing for innovation in the nation, such as the Tourism Authority of Thailand (TAT) and the Electronic Transactions Development Agency (ETDA), want businesses to integrate technology into tourism.
Through “Enhancing Thailand Tourism 2023” policies, the industry will access tech knowledge, help businesses overcome challenges and risks, increase tourist services efficiency, and offer top-notch travel services.
Alibaba plays a role in Thailand’s tourism industry by providing a platform for market access, booking accommodations, collecting tourist data, cross-border trading, and secure payment services. Other tourism companies with innovative solutions include booking platform Aviasales, trip matchmaker TakeMeTour, and ride-hailing app MuvMi.
Tourism experience enhancements
Smart tourism solutions like digital ticketing, personalised itineraries, dining recommendations, and real-time safety updates enhance tourists’ travel experiences. Ride-sharing apps enable customers to access seamless and efficient travel at affordable costs. Furthermore, companies can use big data to collect user information and tailor better tour experiences.
Adopting hospitality tech in Thailand enhances customer experiences through guest management systems, secure record keeping, fast payment services, online car renting, and more.
Attractive promotions
Chinese visitors pour into Thailand for the Lunar New Year celebrations due to promotions, festivities, and content produced and shown in China to highlight the many events and experiences available. The main reason for the influx has been Prime Minister Srettha Thavisin’s push for and obtaining an indefinite mutual visa exemption for the two nations.
Government spokesman Chai Wacharonke reported that 730,000 Chinese tourists arrived in the country from January 1 to February 8. Nithee Seeprae, deputy governor for marketing at TAT, said Thailand has been receiving about 28,000 Chinese tourists a day since February 1.
Sustainability efforts
Thailand adopted the Bio-Circular-Green Economy (BCG) model to drive the tourism industry towards safe and sustainable travel. It also tries to promote other cities as possible tourist destinations to reduce the demand in some areas.
Tourists are encouraged to engage in local conservation efforts, source healthier food ingredients from organic farmers, and participate in training to learn about environmental protection, waste disposal, wildlife care, and more. Electric vehicle adoption will enhance eco-friendly tourism and reduce the harmful impacts of pollution.
Climate-focused travel platform Goodwings seeks to deliver affordable and sustainable business travel. It offers solutions like using biofuels in cars and planes, supporting accommodation in sustainable hotels, tracking carbon emissions, and reducing paper waste.
Government and stakeholder partnerships
Partnerships between startups and government agencies are helping the tourism industry. For example, Klook, a leading travel experience platform in the region, signed a letter of intent with TAT to double bookings in the country. TAT also announced a collaboration with US non-profit Tourism Cares to enhance sustainability in the tour and travel sector.
Future of Thai tourism and the impact of tech startups on the industry
Looking ahead, the future of Thai tourism appears promising. The rector of the University of the Thai Chamber of Commerce (UTCC), Thanawat Polvichai, predicts a 3.2% GDP expansion in 2024, driven by an expected 35 million foreign tourists contributing TBH 1.48 trillion to the economy. This positive outlook is largely due to the anticipated continued impact of Thai tech startups in the sector.
Tech startups in Thailand continue to innovate and make the industry more efficient and attractive to locals and foreigners. However, they should focus on securing funding for their operations, upskilling their hospitality staff to use technology, offering virtual tours, and exploring untapped demand and growth opportunities in the industry.