Experts from Minor International, Agoda, and Thai Airways share strategies for Thailand’s tourism sector, focusing on sustainability and innovation.
As Thailand continues its recovery from the impacts of the COVID-19 pandemic, the country’s tourism industry is shifting its focus toward sustainable growth. The future of Thai tourism is seen not just in recovering visitor numbers but in creating long-term value and resilience. Experts from three major companies in the tourism sector—Minor International, Agoda, and Thai Airways—have outlined strategies for the transformation of Thailand’s tourism, emphasizing sustainability and innovative growth opportunities.
Minor International: Focus on Sustainability and Wellness Tourism
William Ellwood Heinecke, Chairman of Minor International, discussed how the pandemic has shifted tourism trends in Thailand. He pointed out the growing demand for sustainable tourism and wellness tourism as key drivers for the industry. Minor International has expanded its wellness clinics, moving beyond traditional spa services, and has successfully attracted tourists from long-haul flights, particularly from the Middle East.
In addition to wellness offerings, Heinecke emphasized that cultural tourism remains a significant draw for visitors, with nature and cultural experiences playing an important role in attracting tourists. Popular destinations include northern Thailand for mountain trekking and elephant cultural tours, and beach destinations such as Phuket and Samui, where natural beauty and conservation efforts continue to draw international travelers.
However, Heinecke also highlighted a challenge: while sustainable tourism increases the value of Thailand’s tourism sector, tourists often face high costs. To address this, Minor International introduced its “Dollar for Deeds” program, encouraging guests to voluntarily add $1 to their stay, with proceeds supporting local communities and environmental conservation.
Minor is also committed to achieving Net Zero emissions by 2050 and sees an increasing demand from environmentally-conscious customers. Heinecke stressed the need for collaboration across the hospitality sector to foster a shared commitment to sustainability.
Agoda: Leveraging AI for Competitive Advantage
Damien Pfirsch, Chief Commercial Officer of Agoda, highlighted the importance of artificial intelligence (AI) in transforming Thailand’s tourism industry. According to Agoda’s insights, Thailand remains one of the top tourist destinations globally, with Bangkok ranked second for the most popular city, attracting repeat visitors. Agoda’s data indicates a 17% annual growth in tourism, with a large share of visitors from Japan, South Korea, and other Asian markets.
Despite challenges such as reduced tourism from China, Agoda predicts a recovery as agencies collaborate to attract Chinese travelers back. Agoda’s focus is on improving the sustainability of travel, though the company reports that over 84% of travelers are not yet prioritizing environmental considerations. To address this, Agoda launched the Agoda Sustainability Academy, an online platform to help hotels adopt sustainable practices.
AI is playing a critical role in improving customer service, helping companies better understand customer preferences, and allowing for more personalized travel experiences. Pfirsch pointed out that investing in AI and data-driven tools will be crucial for staying competitive in an increasingly digital and sustainable tourism market.
Thai Airways: Navigating Challenges and Expanding Connectivity
Chai Eamsiri, CEO of Thai Airways, provided insights into the airline’s long-term strategy. Over the past 3-4 years, Thai Airways has been working to streamline its fleet, reducing the number of aircraft models to minimize maintenance costs. The airline is also adjusting its flight models, with an increasing focus on connecting flights over direct flights. This change aligns with growth projections for Asia-Pacific travel, the fastest-growing region in global aviation.
Thai Airways is also optimizing its flight routes to cater to changing demand, expanding connecting flights to key regions in the Asia-Pacific. By mid-2025, the airline expects 80% of flights to be connecting flights, up from more than 90% direct flights in the past.
Eamsiri also discussed the challenges posed by geopolitical tensions and the ongoing shortage of skilled aviation professionals, which have affected Thai Airways’ staffing. In response, the airline is investing in training programs and scholarships for future pilots.
Challenges and Opportunities for Thailand’s Tourism
Despite significant progress, Thailand’s tourism industry faces ongoing challenges, including geopolitical tensions, competition from neighboring countries, and a decline in Chinese visitors. The industry must also address the shortage of direct flights between Thailand and Europe, which affects the ease of travel for European tourists.
However, there are also significant opportunities. For example, Thailand’s visa policies have contributed to a 33% growth in Indian visitors, and similar policies in neighboring countries like Malaysia and Vietnam are helping attract more international tourists. Additionally, sustainability efforts and AI-driven innovations are expected to further boost Thailand’s appeal to global travelers.
Conclusion: A Sustainable Future for Thailand’s Tourism
Thailand’s tourism industry is moving beyond recovery, focusing on long-term sustainability and innovative growth. The strategic insights shared by Minor International, Agoda, and Thai Airways reflect a shared commitment to evolving the sector with an emphasis on wellness tourism, cultural experiences, and AI-driven services. As Thailand continues to enhance its offerings and adapt to global trends, the country is positioning itself as a leader in sustainable, high-value tourism.
