The Tourism Authority of Thailand (TAT) office in Prachuap Khiri Khan is optimistic that the province will welcome more than 10 million visitors by the end of the year. Over the past nine months, tourism revenue has surpassed 30 billion baht, reflecting a 5.12% increase compared to the same period last year, with Scandinavia emerging as a key international market.
Mr. Niti Vongvichasvasdi, Director of TAT Prachuap Khiri Khan, reported that between January and October 2024, the province recorded 8,675,575 tourist arrivals, marking a 5.12% year-on-year growth. Of these, 8,169,898 were domestic travellers, while 505,681 were international visitors. Combined, they generated 37.677 billion baht in revenue.
Projections indicate that by year-end, Prachuap Khiri Khan will attract between 10 and 11 million tourists. This growth is attributed to enhanced transport connectivity, including flights linking Chiang Mai and Hua Hin, improved rail services, and convenient road access from Bangkok and nearby provinces. Moreover, efforts by public and private stakeholders, including local administrative organisations and TAT, have significantly boosted tourism through targeted promotional activities.
During the first 10 months of the year, domestic tourists accounted for over 30 billion baht in revenue, while international visitors contributed nearly 6 billion baht. The increase in revenue can be attributed to longer stays and higher expenditure on local dining and activities.
Scandinavians lead international arrivals
The majority of international visitors to Prachuap Khiri Khan hail from Scandinavia, driven by the region’s winter conditions and cold temperatures.
Asian travellers, including a growing number of independent Chinese tourists, also form a significant share of the international market.
TAT has actively promoted Hua Hin and other districts to international audiences through its overseas offices. Hua Hin, in particular, is regarded as a premier destination, renowned for its attractions and well-equipped accommodations. The Christmas and New Year period is expected to bring a notable surge in tourist arrivals to Hua Hin and across Prachuap Khiri Khan.
Phetchaburi sees steady growth
In a related update, Ms. Duangjai Khumsaard, Director of TAT Phetchaburi, highlighted that between January and October 2024, Phetchaburi welcomed 4,722,142 domestic visitors and 199,219 international visitors, generating 16.715 billion baht in total revenue. Domestic tourists contributed 14.886 billion baht, while international visitors accounted for 1.859 billion baht.
Phetchaburi boasts 11,683 hotel rooms with an average occupancy rate of 74.76%. Key attractions include its beaches, mountains, temples, and royal palaces. Tourism and revenue in the province are expected to grow further in the remaining months of the year.
Mr. Wasan Kittikul, President of the Western Chapter of the Thai Hotels Association, noted that Prachuap Khiri Khan and Phetchaburi rank among Thailand’s top-performing provinces for tourism revenue. In the first nine months of 2024, the top 10 provinces in terms of tourism revenue were:
- Bangkok
- Chonburi
- Kanchanaburi
- Prachuap Khiri Khan
- Phetchaburi
- Ayutthaya
- Nakhon Ratchasima
- Chiang Mai
- Suphanburi
- Samut Songkhram