When Visa launched its Destinations Programme for the first time in Asia Pacific, the payments company had its pick of cities from Tokyo to Seoul -- first-world cities that have well-developed infrastructure, institutional readiness and global recognition. The company decided to launch its first Destination in the region with Thailand, marking the first country to debut globally, not just a city.
This is a significant step for Thailand and whilst we have been globally recognised as a top-tier travel destination for decades, a formal stamp from a global company like Visa is exactly what we like to hear, especially amid challenging economic conditions and a tourism landscape that's been shifting and changing post-pandemic.
The Tourism Authority of Thailand has stressed time and time again that the country has shifted its focus to high-quality tourism, a strategic zoom-in on high-spending travellers with higher per-head spending and no longer just focusing on the number of arrivals. This shift has opened Thailand up to more opportunities and we are fast becoming a wellness destination for couples and families who enjoy ice baths, fitness regimens and self-care rituals alongside excellent luxury hotel stays.
