Which Markets Are Most Interested in Thailand as a Tourism Destination?

TripAdvisor has revealed which are the largest and fastest growing markets showing interest in visiting holiday destinations in Thailand.

The study examines those markets in which travelers have shown the largest increase in year-on-year interest in Thai properties. Despite the current political climate in Thailand, Thai properties on TripAdvisor have experienced a large uptake in traveler interest from a number of emerging markets in the past year, as well as steady growth from several more established markets.

With traveler interest growing by 22% year-on-year, Brazil leads the pack when it comes to increased interest from travelers looking at Thai properties, representing an increasingly important source of business for Thai accommodation. Travelers from established markets like the United States continue to show accelerated interest in Thai properties with traveler interest growing by 17%. Emerging markets like Egypt and Ukraine are also showing promise in terms of new inbound markets for Thailand, with both countries featuring in the top 5 markets with the largest increase in year-on-year traveler interest.

Top 10 markets with biggest increase in traveler interest for Thailand (showing year-on-year growth):

1. Brazil 22%
2. United States 17%
3. Egypt 10%
4. Ukraine 7%
5. Canada 7%
6. Russia 6%
7. Germany 3%
8. Denmark 3%
9. Netherlands 2%
10. Thailand 1%

Top 10 markets for Thai accommodation in terms of overall traffic:

1. Thailand
2. United States
3. United Kingdom
4. Australia
5. Russia
6. Singapore
7. France
8. Germany
9. Japan
10. India

The top reviewer markets for Thai accommodation on TripAdvisor are consistent with those researching Thai accommodation on the site. Travelers from the United Kingdom, Australia, Thailand, United States, and France, have contributed the most number of reviews on Thai accommodation in the past year.

A closer look at the average review ratings given to Thai accommodation by the top reviewer markets reveals some interesting insight – that Thais are their own toughest critic. In 2013, travelers from Thailand gave accommodation in their own country an average TripAdvisor review rating of 3.95 (out of a possible 5), compared to the 4.10 average global review rating for Thai accommodation. In contrast, Australian travelers are the most satisfied guests, giving Thai accommodation an average TripAdvisor review rating of 4.23.

The TripAdvisor study also shows that while Phuket, Bangkok and Surat Thani Provinces are the top three most searched Thai destinations by TripAdvisor travelers in the past year, accommodation in these destinations do not necessarily commend the highest average review ratings. Out of the top 10 most popular Thai destinations, accommodation in Phang Nga Province (4.32), Prachuap Khiri Khan Province (4.21) are given the highest average TripAdvisor review ratings.

Top 10 most searched Thai destinations and their average TripAdvisor accommodation review ratings:

1. Phuket 4.17
2. Bangkok 4.11
3. Surat Thani 4.17
4. Krabi 3.89
5. Chonburi 3.94
6. Chiang Mai 4.17
7. Phang Nga 4.43
8. Prachuap Khiri Khan 4.21
9. Trat 4.05
10. Satun 3.88

“It’s encouraging to see a significant increase in traveler interest from long-haul, emerging markets like the Brazil alongside more established markets in North America, confirming Thailand’s appeal as a much loved and desired destination for international travelers,” said Grant Colquhoun, Senior Director of Account Management, APAC, TripAdvisor. “It’s great to see that accommodation in Thailand are already highly regarded by TripAdvisor travelers, receiving an average TripAdvisor review ratings of 4.10, out of a possible five, in the past year. The results of this study further provide valuable insights for Thai accommodation owners looking to define potential target markets for their marketing and business planning.”

See also: Which Tourism Markets Are Most Interested in Malaysia?