India could learn from Thailand how to boost tourism

Source: The post is based on an article “India could learn from Thailand how to boost tourism” published in Live Mint on 8^th June 2023.

Syllabus: GS 3 – Industries and Industrial Policies

Context: The article discusses the success of Thailand’s tourism industry and suggests ways India could learn from it to boost its own tourism sector.

Between 2015 and 2019, tourist arrivals to Thailand jumped from 30 million to 40 million. Despite the impact of the COVID-19 pandemic, the country is still expected to attract about 25 million tourists this year.

Significance of the tourism industry

The World Travel and Tourism Council estimates the industry amounted to 7.6% of global gross domestic product (GDP) last year, despite pandemic effects.

Southeast Asia’s success now extends beyond Thailand to Vietnam and even tiny Cambodia (which received 6.6 million tourists in 2019).

What are the factors behind success of Thailand Tourism?

Thailand’s tourism policies, such as visa-free travel for many countries, have also contributed to its success.

Thailand has been successful in attracting tourists due to its innovative approach to tourism. An example is the Eathai food court in Bangkok, which offers a hygienic and accessible street food experience for both locals and foreigners.

The Thai government removed the requirement for the Thailand Pass, which had been a deterrent for tourists due to the need to obtain Thai health insurance. This led to a surge in arrivals in the second half of the year.

After slowdown from China, Thai government conducted roadshows across India to drum up business.

What are the challenges India’s Tourism industry is facing?

India attracted 11 million tourists in 2019. The number will reduce further if visitors of Indian origin returning to visit family are deducted.

Initiatives like ‘Dekho Apna Desh’ campaign are not attractive to foreign tourists.

Initiatives like lowering GST for hotels are insufficient to attract foreign travelers.

India needs the initiatives like first Incredible India! advertising campaigns, which made India from being a backpackers’ destination to being a country loved by the luxury traveller. This year also has been declared “Incredible India! Visit India Year” by the government. But the slogan has become old and repetitive. Innovation is the need of the hour.

What can the course of action?

Instead of merely expanding the number of countries eligible for an e-visa, India could introduce visa-free travel for the G20 and wealthier Southeast Asian neighbors.