泰国旅游业策略转变　从重视游客数到重视游客消费

随着游客大量涌入，管理难度陡增，泰国政府正在改变战略。泰国旅游部长科甘?瓦塔纳芙然库尔(Kobkarn Wattanavrangkul)表示，当前的目标是每年旅游收入至少增长5%左右，而不要求游客数量增长达到特定水平。她表示，这意味着鼓励游客逗留更久、增加每日消费。

科甘?瓦塔纳芙然库尔

高质量旅游

56岁的科甘在接受采访时说： “理想的游客或许是这样——我要好好享受个人时光，吃喝购物，吃喝购物。”

旅游部数据显示，在2016年泰国游客人均日消费支出的前十名排行中，澳大利亚游客榜上有名，平均每人每日消费5831泰铢（约合172美元）。他们的游玩时间在这份榜单中名列第一，平均逗留近14天。有些国家的游客假期更长，但往往更加节俭，比如英国游客平均停留18天以上，每天消费4376泰铢。

泰国经济面临着政治不确定性和消费需求疲软等挑战，而旅游业是该国经济的一个亮点。科甘6月在清迈接受采访称，旅游业占到泰国国内生产总值(GDP)的18%左右。

游客数量激增：近年来泰国超越马来西亚成为东南亚最热门的旅游目的地

科甘说：“我们不再将游客数量作为目标。我们不该超出自己的接待极限。不过目前在接待能力上还没有确切的统计数字。当人们说普吉岛或曼谷人满为患时，我们必须确保引进新的旅游点。”

旅游负担力

过去10年中，来自海外的旅客增长了一倍以上，主要受中国度假者数量激增推动。2016年泰国国际旅游收入1.6万亿泰铢，其中28%由中国游客贡献。

负担能力是泰国超越马来西亚成为东南亚最受欢迎旅游目的地的原因之一，而科甘表示，泰国必须注重质量和成本，以应对来自缅甸和越南的新兴竞争威胁。

一掷千金：中东游客在泰国旅游花钱最阔绰，2016年海外游客在泰国人均日消费额

科甘说，提高质量并不仅仅意味着吸引富裕游客，泰国需要各种层次的旅游者。高质量指的是提供良好的价值体验，鼓励游客多来几次，延长平均逗留时间，增加每人每日消费。

旅游部数据显示，中东游客人均消费最高，而中国游客支出高于平均水平。880万的中国赴泰游客数量在所有国家中排名第一，是泰国旅游收入中最重要的单一国家。

近月来，泰国火爆多年的旅游业增长开始放缓。部分原因是2016年8月泰国度假城镇发生了恐怖主义爆炸事件，而且军政府严打中国一些大型旅游团的经营者，这些旅游团被认为在泰国当地消费过少。

彭博行业研究(Bloomberg Intelligence)称，随着安全担忧逐渐消散，中国游客越来越倾向于自由行而不是跟团旅行，2017年下半年泰国的游客数量可能会小幅回升。这意味着泰国的机场将更加紧张，其中部分机场已经是超负荷运转。国营企业泰国机场公司(Airports of Thailand Pcl)计划在十年内投资约60亿美元来缓解这一瓶颈。

中国影响力：中国对泰国旅游收入的贡献超过任何一个国家

赴泰旅游前景

即使科甘想关注收入目标而不是游客数量，赴泰游客还是会增加，他们将纷纷来到甲米这样水清沙白的海滩，美食城市曼谷或艳遇之都芭堤雅。

泰国央行预计2017年的游客数量将达到3490万人次，较2016年增加约7%，预计2018年达到3730万。在旅游业的帮助下，2017年泰国经济有望增长3.5%，2018年增长3.7%。

科甘说，工资上涨、汇率升值等许多因素都能导致泰国旅游成本上升，所以泰国需要将自己打造成优质旅游目的地。

“我们正努力让人们不光想着成本。”她说，“我们不是最好的，我们有很多不足。但我们自我改善的心是真切的。”

With the influx of tourists, the management difficulty increased sharply, the government of Thailand is changing strategy. Thailand Tourism Minister Cogan ? watts (Kobkarn Wattanavrangkul and Tana Fu) said, 'the current goal is the annual tourism revenue growth of at least 5%, and does not require the growth in the number of tourists reached a certain level. This means encouraging visitors to stay longer and increasing daily consumption, she says.

Cogan ? however, Kool Fu tile at

High-quality tourism

The 56 year old Cogan said in an interview: “ ideal tourists may be — — I want to enjoy personal time, eating and shopping, eating and shopping. ”

According to data from the Ministry of tourism, among the top ten tourists in Thailand's per capita daily spending in 2016, Australian tourists were on the list, with an average of 5831 baht ($172) per day. Their playing time ranks first in this list, with an average stay of nearly 14 days. Tourists in some countries have longer holidays, but tend to be more frugal, for example, British tourists stay on average for more than 18 days, consuming 4376 baht per day.

Thailand's economy faces challenges such as political uncertainty and weak consumer demand, and tourism is a bright spot in the country's economy. Cogan said in an interview in Chiang Mai in June, tourism accounted for Thailand's gross domestic product (GDP) 18%.

Tourist numbers surge: Thailand has surpassed Malaysia as the most popular tourist destination in Southeast Asia in recent years

Cogan said: “ we will no longer be the number of tourists as the target. We should not exceed our limit of reception. However, there is no exact statistics on the reception capacity. When people say that Phuket Island or Bangkok is overcrowded, we must ensure that new tourist attractions are introduced. ”

Tourism burden

Overseas travelers have more than doubled over the past 10 years, mainly driven by a surge in the number of Chinese holidaymakers. In 2016, the international tourism revenue in Thailand was 1 trillion and 600 billion baht, of which 28% were contributed by Chinese tourists.

Affordability is Thailand surpassed Malaysia to become one of the reasons of South East Asia's most popular tourist destinations, and said Thailand must pay attention to Cogan, quality and cost, in order to deal with the threat of emerging competition from Burma and vietnam.

Big bucks: the Middle East tourists in Thailand to spend the most money, 2016 overseas tourists in Thailand daily per capita spending

Cogan said, to improve the quality and not only means to attract wealthy tourists, Thailand needs all levels of tourists. High quality refers to provide good value experience, encourage tourists more than a few times, prolong the average sojourn time, increase the daily per capita consumption.

According to data from the Ministry of tourism, the per capita consumption of tourists in the Middle East is the highest, while the expenditure of Chinese tourists is above average. 8 million 800 thousand of China's Thai tourists ranked first in all countries, and Thailand's tourism revenue is the most important single country.

In recent months, the growth of tourism in Thailand has been slowing for many years. This is partly due to terrorist bombings in Thailand's holiday towns in August 2016, and the junta has cracked down on operators of some of China's largest tourist groups, which are thought to be spending too little in Thailand.

Study on Bloomberg industries (Bloomberg Intelligence) said, with security concerns China gradually dissipated, more and more tourists tend to free not to travel with the group, the number of tourists in Thailand for the second half of 2017 may be a slight rebound. This means that airports in Thailand will become more tense, some of which are already overloaded. Airports of Thailand Pcl (Airport Inc), a state-owned enterprise, plans to invest about $6 billion in ten years to ease the bottleneck in Thailand.

China's influence: China contributes more to Thailand's tourism revenue than any other country

Tourism prospect in Thailand

Even want to pay attention to Cogan revenue targets rather than the number of visitors, tourists to Thailand will increase, they will have arrived in Krabi so that clear water and white sand beaches, delicacy or aventure Pattaya city of Bangkok.

Thailand's central bank expects the number of visitors to reach 34 million 900 thousand in 2017, an increase of about 7% over 2016, and is expected to reach 37 million 300 thousand by 2018. With the help of tourism, Thailand's economy is expected to grow by 3.5% in 2017, an increase of 3.7% in 2018.

Cogan said, wage inflation, exchange rate appreciation and many other factors can lead to the rise in the cost of travel in Thailand, so Thailand needs to become a good tourist destination.

“ we're trying to keep people thinking about costs. ” she said, "&ldquo, we are not the best. We have a lot of shortcomings.". But the heart of self improvement is real. ”