Tourism/Galaxy Resorts

All efforts needed to capitalize on the rise of HNW tourists and bring back Chinese to grow Thai tourism, Galaxy Resorts Thailand suggests

Editorial staff

The number of international arrivals is forecasted to reach 801 million in Asia Pacific region by 2027. Approximately 72% of high-net-worth individuals (HNW) are planning to increase spend on luxury orientated travel in 2025. Upper middle-class Chinese, who fuel almost 50% of luxury consumption overseas with 68% are planning to visit Asia Pacific.

These are huge opportunity left. How will Thailand’s tourism capture it? Kevin Clayton, chief brand officer, Galaxy Resorts Thailand with 30 years of experience in hospitality business has the clues.

Mr Clayton gives an overview that tourism demand has currently shifted to experienced based sectors, particularly with the rise of affluent and burgeoning upper middle-class consumers in Asia Pacific. Now more than ever, it is essential to understand what drives these consumers and invest in experiences that best reflect the values, aspirations, and preferences of an increasingly discerning traveler.

In the first half of this year, several countries in Asia Pacific including Japan and Singapore continued to produce record international tourism revenues. Singapore's average daily spend per international tourist now exceeds US$ 500 from its 16.5 million arrivals, excluding the gaming related spend at integrated resorts. Higher yielding tourists are making their mark on a growth industry.

He said that over 50% of 16.5 million international arrivals visit an integrated resort during their 3.6 average night stay. It gains US$ 5.7 billion in gross gaming revenues with Marina Bay Sands brand and property are synonymous with Singapore.

Similar to Macau SAR China welcomed nearly 35 million tourists in 2024, with 46% staying on average 2.3 days. This generated over US$28 billion gross gaming and US$ 9 billion non-gaming tourism revenues.

Galaxy Resorts Macau is the world's leading entertainment complex. It contributes US$ 5.2 billion to the Macau economy, generating over 22 million property visits per year.

Galaxy Resorts Macau well recognized by Chinese and Asian tourists as a must-visit destination in Asia Pacific. Such iconic integrated tourism experience is accessible to over 2 billion affluent and middle-class people in Asia.

For Thailand, the international tourist arrivals to Thailand were down 4.6% in the first half of this year to 16.6 million, major driven by Chinese tourists, who are safety concern as priority.

‘’Tourist starts with accessing inspirational content through an advanced digital journey. Whether it's a city break, beach holiday, visiting the great outdoors, or enjoying a cruise, with family, friends or partner, travelers are doing their own research, placing more trust on official branded destination websites, and less on personal recommendations. And, 20% of travelers are turning to AI to help craft their travel plans,’’ Mr Clayton said.

Moreover, travelers also create their own itineraries and access to unique experiences from luxury accommodation, relaxation, entertainment till customized private tours. If tourism authorities in each country worked with the private sector to enhance products and services, and targeted investment, the country can realize growth in their focus sectors, including: luxury; entertainment; business; cultural; wellness; medical; and adventure.

He adds that now more than ever, personal safety, ease of access, and quality assurance are mandatory requirements when booking international travel. Air routes have significantly increased capacity, digital reservation systems are more efficient. The unique experiences should offer to make this larger proportion of consumers with their travel increasing, have more meaningful travel.

‘’One of the highest yielding tourism destinations in Asia Pacific is integrated resorts (entertainment complexes). Due to it delivers a complete offering in a single destination from luxury hospitality, live entertainment, immersive shopping, wellness spas, MICE events, arts and cultural events, and premium gaming,’’Mr Clayton said.

He adds that Thailand requires to find itself scaling back ambitions and recalibrate its tourism strategy, after all safety concerns at the border, call center scams, and March earthquake dented Thailand's appeal, particularly in China.

Kevin Clayton, chief brand officer, Galaxy Resorts Thailand

Roadshows across China and cement stronger partnerships with travel agencies have been executed.

Moreover, the "Amazing Thailand" campaign should forge greater ownership of selected growth tourism sectors e.g., Thai Luxury, Thai wellness, Thai Food, Thai Culture, Thai Fun (entertainment) together with a collective force by city, beach, and historical location in Thailand e.g., Phuket luxury resorts, Bangkok luxury hotels, luxury tours, luxury immersive shopping till luxury dining.

Best-in-class Thailand tourism app, web, social media, and AI products should create with inspiring and interactive content to increase access. More important is to continue taking strong action to close down and prosecute scammers.

‘’It should continue to strengthen Thailand's cultural, wellness, and culinary bespoke experiences and private tours. Public-private partnerships are required for luxury & entertainment destinations resulting in much-needed headline attractions,’’Mr Clayton said.

Galaxy Resorts Thailand, a unit of Galaxy Resorts Macau, the world's leading entertainment complex, is ready to be a part of the up-coming new Thailand’s tourism chapter.