The ATM 2024 fair, held from May 6-9, set a new record with more than 46,000 attendees from 160 countries over four days, surpassing the pre-event forecast of 41,000. This attendance included 33,500 “visitors”, according to the event organisers.
Thailand’s delegation was led by Thapanee Kiatpaiboon, Governor of the Tourism Authority of Thailand (TAT). With Phuket being a key destination for Middle Eastern tourists, the island’s representation included over 30 hospitality stakeholders.
Leading the Phuket delegation were Phongsura Khuphongsakorn, Secretary to the President of the Phuket Provincial Administrative Organisation (PPAO), and Thaneth Tantipiriyakij, President of the Phuket Tourist Association (PTA).
“The PTA collaborated with the TAT to organise events at the Amazing Thailand Pavilion. Visitors were introduced to various Phuket products tied to community tourism, such as Phuket pineapple pies, Tao Sor desserts, cashew nuts, and Thai tea. There were activities for visitors to taste and get to know local products, which received a lot of attention from the attendees,” stated the PTA in a post-event press release.
The business-to-business component was also successful, with Phuket’s hospitality leaders engaging in four days of discussions with tour operators from the Middle East and Asia.
The focus was on niche groups like luxury travellers, families, and newly married couples, who are considered quality tourists with high purchasing power able to visit Phuket throughout the year, most importantly, in the low season.
The ATM 2024 fair occurred just after Thailand concluded its 2023-2024 high season. International carriers switched to their summer schedules on the last Sunday of March, naturally limiting arrivals from Europe, Russia, and other winter markets since April. The absence of a Songkran surge in arrivals underscored the seasonal nature of Thailand’s tourism, though the country performed good for the circumstances.
According to the Ministry of Tourism and Sports (MoTS) of Thailand, international arrivals in 2023 totalled 28.1 million, a 154.4% increase year-on-year, with 600,499 of those visitors coming from the Middle East (+98.8%). In the first quarter of 2024, total arrivals reached 9.3 million (+43.5%), with 88,024 from the Middle East (+12.2%).
Saudi Arabia led regional markets with 178,113 arrivals in 2023 and 27,590 in the first three months of 2024. It was followed by the United Arab Emirates with 138,934 in 2023 and 15,055 in the first quarter of 2024. Other significant contributors included Oman (86,488 and 13,808 respectively) and Kuwait (13,808 and 14,361).
By annual visitor numbers, Saudi Arabia ranks alongside countries like Sweden, Italy, Spain, and Kazakhstan. Total arrivals from the Middle East are higher than those from Scandinavia but lower than those from Australia and New Zealand.