Thailand eyes Africa for tourism enlargement amid Center East uncertainty | TTG Asia
The Tourism Authority of Thailand (TAT) is positioning Africa as a key enlargement marketplace because it seeks to diversify customer assets amid present uncertainty within the Center East.
The continent is appearing robust enlargement, in particular in Mauritius, the place customer numbers have larger through 22 %, and Nigeria, which has recorded enlargement of 35 %. TAT attributes the upward thrust to a rising call for for luxurious and honeymoon commute from the center magnificence, supported through air connectivity thru hubs equivalent to Dubai, Doha and Addis Ababa.
TAT defined its option to building up arrivals from Africa and different long-haul markets right through a press convention at TTM+ 2026 in Pattaya on June 11, 2026; picture through Anne Somanas
“Africa serves as a strategic diversification hedge against Middle East volatility because its growing, affluent middle class offers remarkable growth in luxury travel demand while conveniently utilizing the same aviation hubs and flight capabilities,” mentioned Chiravadee Khunsub, TAT deputy governor of global advertising and marketing for Europe, the Americas, the Center East and Africa.
As of Might 25, 2026, Thailand had won 63,031 guests from Africa. Those vacationers spent a median of 56,279 baht (US$1,710) in keeping with shuttle and stayed a median of eleven.33 nights, representing nearly part the amount of the Center East marketplace and simply over part in their reasonable commute spend.
To toughen its presence within the area, TAT is increasing its operations in each the Center East and Africa.
“Our Dubai office currently manages the entire Middle East and Africa region, but we are working diligently to establish a new office in Riyadh, Saudi Arabia. Opening in Riyadh will be an important strategic move, allowing us to significantly increase our marketing capabilities and capture market share in these critical territories,” mentioned Santi Sawangcharoen, CEO of TAT for the Americas, Center East and Africa area.
He added that TAT is organizing industry festivals and client occasions throughout Africa in cooperation with Thai embassies and consulates, whilst tailoring its technique to person markets and focusing its sources on main towns.
Given funds constraints, South Africa stays TAT’s primary target audience at the continent. The tourism board plans to carry industry missions this yr in Johannesburg, Cape The town and Durban.
“We must reach the right target groups, and South Africa remains our top priority because it generates substantial volumes of tourists along with remarkably high purchasing power,” Chiravadee mentioned.
Whilst African vacationers generally tend to desire Thailand’s most sensible locations, seashore accommodations and culinary reports, TAT seeks to inspire broader exploration of the rustic.
“For many of these visitors, Phuket is even perceived as the capital of Thailand due to the familiarity with direct air links and seamless connections via Kenya Airways and Etopian Airlines,” Chiravadee mentioned.
“Our goal now is to promote travel beyond Phuket by combining it with secondary destinations. The real value for our visitors lies in the extended experience, and we want to leave a lasting impression encouraging them to explore further.”
