TAT promotes London-Phuket route as it targets European tourism growth

The Tourism Authority of Thailand (TAT) is promoting Virgin Atlantic’s newly launched seasonal London-Phuket service as part of a strategy to increase tourism revenue from European visitors by 5-7% in 2027.

TAT is working with Virgin Atlantic Holidays on in-store and digital advertising for the route. The campaign aims to secure 9,079 bookings and reach at least 5.41 million views, according to TAT.

There are roughly 47 weekly direct flights between the UK and Thailand. Forward bookings from the UK through March next year are up 15.3% year on year, which TAT attributed to increased direct-flight frequency.

TAT governor Thapanee Kiatphaibool said Thailand needed to rebalance its foreign tourism markets and reduce reliance on particular source countries. The agency is targeting travellers from secondary cities in core European markets, including the UK, France, Germany, Switzerland, Scandinavia and Italy.

UK arrivals to Thailand are projected to reach 1.04 million this year, down 3.8% year on year, while revenue from the market is expected to fall 3.9% to B71.6 billion. TAT nevertheless expects European arrivals as a whole to reach 8.3 million this year and generate B530 billion.

UK tour operator Best at Travel said its best-selling Thailand packages include Phuket, Koh Samui and Khao Lak. The company said bookings for Thailand had increased since July despite geopolitical uncertainty, with Thailand remaining a value-for-money destination for British travellers.

TAT is also promoting niche segments such as sports travel, digital nomad stays, responsible tourism, luxury holidays and wellness experiences. More than 47 Thai operators joined the authority at the World Travel Market in London, where business generated through at least 1,440 appointments is expected to contribute more than B1.5 billion to Thailand.