The Middle East and Africa (MEA), particularly the GCC, is home to the world’s highest-spending travelers, with an average spend exceeding THB 90,000 per person per trip, significantly higher than the global average of THB 57,000. From January 1 to May 25, 2025, Thailand welcomed 263,960 visitors from the MEA region, registering a year-on-year growth of 12.69%. With strong purchasing power, longer stays, and a growing interest in wellness, the MEA market is a key focus of our strategic direction. By the end of 2025, we aim to exceed one million visitors from the MEA region, including 750,000 from the GCC.
* What is Thailand doing to attract more tourists from Saudi Arabia and Bahrain in particular?
We are witnessing steady growth – 57,714 visitors from Saudi Arabia (+9.25%) and 7,195 visitors from Bahrain (+5.49%) so far in 2025. We expect to receive over 300,000 Saudi visitors and over 40,000 Bahraini visitors this year.
To support this, the Tourism Authority of Thailand (TAT) is taking several strategic initiatives:
• Regional Marketing Campaigns: The Tourism Authority of Thailand is launching targeted marketing campaigns across Saudi Arabia, Bahrain, and the GCC. These campaigns focus on highlighting Thailand’s unique offerings, showcasing luxury resorts, wellness retreats, and family-friendly destinations specifically designed for Arab travelers.
• Improving air connectivity: The Tourism Authority of Thailand is partnering with airlines to increase direct flight options to Thailand from major cities in Saudi Arabia and Bahrain, enhancing travel convenience and reducing transit times.
Culturally Relevant Travel Experiences: Understanding the cultural preferences of Arab tourists, the Tourism Authority of Thailand develops travel packages that prioritize privacy, luxury, and wellness. These include private villas, halal-certified dining options, and wellness programs that cater to the needs of health-conscious travelers.
• Partnerships with local travel agencies: The Tourism Authority of Thailand (TAT) is working closely with travel agencies in Saudi Arabia and Bahrain to develop customized itineraries that cater to the interests of Arab tourists, ensuring a more personalized travel experience. Through these efforts, TAT aims to create an attractive and accessible destination for travelers from the Arab region, fostering sustainable tourism growth in 2025 and beyond.
* How does the Tourism Authority of Thailand collaborate with airlines and travel agents in the Middle East and Africa to promote Thailand?
Through our strong partnerships with prestigious airlines such as Emirates, Etihad, Saudi Arabian Airlines, and Qatar Airways, as well as prominent travel brands such as Almosafer and Wego, we collaborate closely to launch effective joint marketing campaigns and tailor-made travel packages.
These partnerships enable us to leverage each brand’s strengths and broad reach to their customer base to deliver precisely targeted offers.
Our joint campaigns focus on key travel sectors, including:
• Second Visits (for frequent travelers): Packages specially designed to encourage travelers to explore lesser-known destinations, cultural experiences, and hidden gems, enhancing their appreciation for what Thailand has to offer after their first visit.
• Luxury Retreats: Exclusive premium offerings including luxurious accommodations, private tours, fine dining experiences, and tailor-made concierge services, catering to the needs of the discerning luxury traveler.
• Wellness: Comprehensive travel options focused on health, including spas, holistic wellness programs, rejuvenation centers, and meditation experiences that promote physical and mental health.
• Muslim-friendly offers: Carefully designed travel packages that take into account the needs of Muslim travelers, such as halal food options, prayer facilities, and experiences that are compatible with Islamic values.
These initiatives are designed to align with the unique preferences, cultural sensitivities, and travel behaviors of the Middle East and Africa region, ensuring they are relevant and attractive to a diverse range of travelers.
* Why was Chiang Mai chosen as the host city for TM+ this year, and what makes it attractive to travelers from the Middle East and Africa?
Chiang Mai is a charming destination that seamlessly combines natural beauty, a rich cultural heritage, and services tailored specifically to Arab travelers. In addition to its serene natural landscapes and historic temples, the city offers a variety of products and services that cater to the needs and preferences of Arab visitors.
• Halal Services: Chiang Mai boasts a growing number of halal-certified restaurants, serving authentic Thai cuisine alongside Middle Eastern dishes. The city’s vibrant night market and local markets also feature halal food stalls, ensuring a diverse culinary offering.
• Accommodations: Many luxury and boutique hotels provide prayer facilities, Qibla direction markers, and Arabic-speaking staff to enhance the comfort of Arab guests.
Family resorts with private villas and spas offer privacy and exclusive services.
Cultural and Spiritual Experiences: The city’s laid-back atmosphere is ideal for cultural immersion. Visitors can explore the ancient temples of Wat Phra That Doi Suthep, participate in traditional Thai handicraft workshops, or enjoy scenic river cruises along the Ping River.
Shopping and Entertainment: Chiang Mai’s vibrant markets, such as Warorot Market, and modern shopping malls offer local handicrafts, textiles, and souvenirs. Spas and wellness centers offer gender-segregated services and special treatments, in keeping with cultural preferences.
Adventure and Nature: For those seeking outdoor activities, Chiang Mai offers peaceful nature trails, elephant sanctuaries that encourage ethical tourism, and stunning mountain scenery ideal for family outings and photography.
Promoting Chiang Mai aligns with our vision of highlighting second-tier cities like Trat, Satun, and Chiang Rai. These hidden gems offer authentic experiences, cultural richness, and tailored services that cater to the needs of discerning Arab travelers.
* What travel trends do you see among Middle Eastern tourists to Thailand in 2025?
A key trend is the rise of purposeful travel, particularly among Generation X travelers, who now hold senior positions and influence family decisions. They are increasingly seeking wellness, wellness, medical tourism, and rich cultural experiences. This group is also likely to explore new destinations beyond Bangkok and Phuket, including Hua Hin, Khao Yai, Krabi, Chiang Rai, and Koh Samui.
Additionally, social media trends play a significant role, especially among Arab travelers. Many of these travelers follow their favorite Arab influencers to discover must-see attractions in Thailand. Influencers often showcase hidden gems, unique cultural experiences, and luxurious destinations, inspiring their followers to explore beyond traditional tourist areas.
* Can you share more about the Tourism Authority of Thailand (TAT) vision to establish Thailand as a leading wellness destination in the Middle East and Africa market?
Thailand blends heritage with healing. We highlight private villas, halal spa experiences, holistic wellness services, and luxurious beach resorts. These activities align seamlessly with our national campaign, “The Amazing Big Year of Thailand Tourism and Sports,” a dynamic initiative designed to showcase Thailand’s diverse offerings in wellness, sports, and value-driven travel experiences. This campaign aims to establish Thailand as a leading destination where visitors can rejuvenate their bodies and minds through engaging in rich cultural and sporting activities.
* Are there any upcoming initiatives or events focused on promoting Thailand to Middle Eastern and African travelers?
Yes. We are launching a series of initiatives to enhance our engagement with travelers in the Middle East and Africa.
These initiatives include regional roadshows, joint marketing campaigns with airlines, collaborations with influencers, familiarization trips with travel agents and media, and business-to-business activities.
Additionally, to enhance the travel experience, Thailand is currently implementing the Thailand Digital Arrival Card (TDAC), which simplifies immigration procedures for international travelers by enabling faster and smoother digital entry. This innovation supports our goal of enhancing visitor convenience, increasing frequency of travel, and achieving our ambitious projections of 750,000 travelers from the GCC and over one million travelers from the Middle East and Africa by the end of 2025.
* How does the Tourism Authority of Thailand (TAT) ensure that the travel experience in Thailand matches the cultural needs of Arab travelers?
We continually work with our Thai partners to enhance our offerings for Muslims, ensuring a comprehensive and welcoming experience for them. This includes obtaining halal certification for various restaurants and food establishments, ensuring that meals comply with Islamic law. We also ensure the availability of prayer facilities, such as designated prayer rooms equipped with necessary amenities such as prayer mats and Qibla direction indicators, at hotels and tourist sites.
To further enhance the comfort of Muslim guests, we partner with hospitality providers to employ Arabic-speaking staff, facilitating communication and providing personalized service. Additionally, we encourage the provision of villas with private pools and family accommodations that accommodate the privacy and needs of large families.
* How does the Tourism Authority of Thailand support Thai tourism companies to enhance their engagement with buyers from the Middle East and Africa region?
Through our TTM+ (Thai Travel Mart Plus) platform, market briefings, and comprehensive sales training sessions, we aim to equip Thai sellers with the tools, knowledge, and strategies to effectively penetrate the Middle East and Africa market. TTM+ is an important platform for networking and showcasing Thai tourism products and services, while the market briefings provide in-depth insights into Middle East and Africa travel trends, consumer preferences, and business opportunities. Sales training enhances sellers’ ability to engage with and attract buyers from the Middle East and Africa.
* Finally, what message would you like to share with your readers in Saudi Arabia and Bahrain who are considering spending their next vacation in Thailand?
Whether you’re a Gen Xer planning a luxury family vacation, a millennial adventurer seeking exciting experiences, a Gen Z explorer capturing memorable moments, a wellness seeker seeking tranquility, or a retiree admiring the tranquil landscape, Thailand is your second home. With new destinations to explore, world-class hospitality, and personalized experiences, Thailand warmly welcomes you.
