Highlights:
- Domestic travellers remain the largest market in both provinces.
- European visitors are increasingly opting for long stays.
- Local agencies continue to boost tourism promotion efforts.
Tourism officials are optimistic about the high season outlook for Phetchaburi and Prachuap Khiri Khan, with domestic tourists continuing to drive the market and European visitors showing a preference for extended stays.
Wasan Kittikul, president of the Western Chapter of the Thai Hotels Association, said that destinations such as Cha-Am and Kaeng Krachan in Phetchaburi, along with Hua Hin, Pranburi, and Sam Roi Yot in Prachuap Khiri Khan, continue to rely mainly on Thai travellers. Foreign tourists, particularly from Scandinavia, the UK, and Germany, typically choose to stay longer and enjoy the region’s wide range of experiences.
Domestic market drives tourism growth
The area’s main appeal lies in its variety of attractions, from beaches, national parks, caves, and waterfalls to royal initiative projects, community-based tourism, wellness services, and cultural activities. Visitors are also drawn to temples, palaces, well-known restaurants, and local dessert shops, as well as the chance to shop for regional products.
Local agencies, including provincial authorities, municipalities, and the Tourism Authority of Thailand, are stepping up efforts to promote tourism activities in the final quarter of the year, aiming to make the high season lively once again.
In Cha-Am and Hua Hin, domestic travellers continue to dominate the market, particularly groups attending seminars and educational trips organised by government agencies and municipalities around the end of the fiscal year in September. Families and independent travellers also represent a significant portion of visitors, with many opting to relax on the beach and visit popular night markets, including Hua Hin’s night market, Cicada Market, and Tamarind Market.