by Josh Lew
Last updated: 12:10 PM ET, Wed June 21, 2017
Thailand does not seem like a country that needs to change when it comes to tourism. It is outpacing its neighbors in terms of revenue and number of international arrivals.
Still, the Southeast Asian nation used a recent high-profile event to promote an unexpected series of attractions and experiences. This "rebrand" even involves changes to the kind of cultural and nature attractions that people often associate with Thailand.
Why alter something that is working well?
The number of visitors to the Land of Smiles is far greater than any of the neighboring countries in Southeast Asia: 2016 brought 32.5 million international arrivals. Vietnam, in contrast, saw 10 million foreign visitors last year while Cambodia came in with five million.
But neighboring countries are increasing their tourism efforts. Thailand Travel Mart is one of the biggest events in the region, and there was a noticeable presence of sellers from Vietnam, Laos, Cambodia and Myanmar this year. Myanmar's tourism scene has grown four-fold since the military junta eased its grip on power, and Vietnam posted a 25 percent increase in the number of international arrivals in 2016.
During a panel discussion at TTM, Cambodia's tourism ministry announced that it would be hosting its own travel mart (CTM) during November 2017 in Siem Reap, which has grown into a major regional tourism hub thanks to the temple complex at Angkor Wat.
So even though Thailand is still miles ahead of its neighbors, signs suggest the latter are poised to catch up in the long term. Because of this, the continued evolution of the tourism industry in Thailand is more necessary than the arrival numbers might suggest.
Contemporary Art in the Spotlight
Thailand's Minister of Tourism and Sport, Kobkarn Wattanavrangkul, hosted overseas media at the newly opened Maiiam Contemporary Art Museum ahead of the start of the 2017 Thailand Travel Mart.
Maiiam is nothing like the kind of traditional folk art showcase that you might expect.
This thoroughly contemporary space features pieces from current Thai artists. Some of the installations are quite risque, while others could be described as visually jarring. Famed fashion designer Issey Miyake contributed outfits that are paired with some of the paintings and sculptures inside the exhibit halls.
Art insiders are probably aware of Thailand's small but vibrant contemporary scene, but even they would have had to admit that it was surprising to see it showcased in such an official way.
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New Options for Repeat Visitors
After a tour of Maiiam's galleries, Minister Wattanavrangul spoke with TravelPulse and explained that the decision to showcase this kind of attraction is part of a larger rebranding strategy. Thailand's newest promotional efforts are not aimed at drawing new tourists, but at supplying a more diverse menu to repeat visitors.
"Last year, 70 percent of the overseas tourists coming to Thailand were repeaters, said Wattanavrangul. "We have to make sure that [these tourists] continue to return. That means new destinations, new activities, and art and culture. This is not only old art but also the living art."
The Minister also highlighted the importance of broadcasting these new options to the F.I.T market: "Most of the tourists [in Chiang Mai] are F.I.T. or small groups planning with mobile phones. We need to let them know that there are new things for them."
Finally, she said that there is a special focus on "repeaters" from North America:
"[These tourists] are very valuable to us. They are coming from very far away, so they are staying for three weeks. Length of stay is very important to us. The hotels love longer length of stay. We have a lot of Chinese and ASEAN travelers, but they only stay eight to nine days."
Thai Food from a Different Angle
Thai food, represented in restaurants around the world, has always been a big draw. Like the art scene, new culinary trends may help the country put a more modern spin on its food.
Michelin will advance this effort: The famed culinary publication recently announced it will start printing a guide to Bangkok.
Other culinary trends are popping up in unexpected places. Privately held (and hugely successful) Bangkok Airways operates a resort and organic farm in the small city of Sukhothai, about four hours south of Chiang Mai by road (and an hour from Bangkok by air).
The farm is easily accessible because it is adjacent to the local airport, which is served daily by Bangkok Airways. It offers half-day experiences for tourists, who can spend the night at the Sukhothai Heritage Hotel, which offers shuttle rides to the farm. From organic rice to fruit to eggs, the products grown on the farm often find their way onto the Bangkok Airways' in-flight meals.
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Rebranding the Classics
The new takes on food and art give repeat visitors from the West more options for their itineraries, but some of the classic attractions are also undergoing a rebrand.
Elephant experiences have long been a part of Thailand's tourism scene, but some elephant farms have been at the center of controversy because of animal mistreatment and a lack of safety for visitors.
Venues like Chiang Mai's Baan Chang Elephant Farm have done away with elephant rides using platforms and saddles, instead offering one-person bareback rides and education-oriented "walking with elephants" experiences that do not involve riding at all.
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