Thailand — A Growing Strategic Partner for Gulf Tourism
In an exclusive interview, H.E. Mr. Charkrienorrathip Sevikul, Consul General of the Kingdom of Thailand in Dubai, discusses the flourishing tourism and cultural ties between Thailand and the UAE, underpinned by over 140 direct weekly flights connecting the two nations. He sheds light on Thailand’s “Year of Transformation” vision for 2027, the “Healing is the New Luxury” campaign targeting Gulf travellers, and the growing potential of medical and wellness tourism as a new bridge between the two regions. The Consul General also outlines plans to deepen cultural exchange and shares insights on encouraging Gulf visitors to explore destinations beyond Bangkok, Phuket, and Pattaya, in a conversation that reveals how Thailand aspires to remain a true “second home” for the people of the UAE and the wider Gulf.
Tourism and Cultural Relations
Q: How would you describe the current state of tourism and cultural relations between the UAE and Thailand?
A: The current tourism and cultural relations between the UAE and Thailand is superb. Travel between the UAE and Thailand is very active, featuring over 140 direct flights every week. Thailand remains one of the easiest destinations for UAE travellers, with the convenient flight connections and the visa facilities for UAE nationals. Furthermore, since August 2026, Thailand has expanded smart passport gate access for UAE nationals at Bangkok’s Suvarnabhumi Airport as well, of which the UAE is one of 31 nationalities accorded such facilitations. The measure will allow Emirati passengers to complete immigration procedures through automated gates, helping reduce waiting times and ease congestion at immigration checkpoints. On the other hand, Dubai and the UAE remains an important hub for Thai travellers, both for visiting and for connecting to other parts of the world. I am thus very confident that the tourism and cultural relations between the UAE and Thailand will continue to grow stronger in the future.
Q: To what extent do you see tourism as a bridge for strengthening ties between the two peoples, rather than merely a means of economic exchange?
A: I strongly agree that tourism is not merely a mean of economic exchange, but is a meaningful bridge to connect and strengthen ties between our two people. Economic benefits are important, no doubt, but the deeper value of tourism lies in creating opportunities for people to meet, experience one another’s cultures, and develop a more nuanced understanding of each other.
Of course, tourism generates employment, investment, and trade, but its strategic value goes beyond these measurable outcomes. Strong relations between two countries are ultimately sustained not only by governments, but by the connections between their people. In that sense, tourism can complement traditional diplomacy by fostering trust at the societal level.
From a diplomatic perspective, every visitor becomes, in a sense, a people-to-people ambassador. When individuals travel, they encounter the history, traditions, hospitality, and everyday life of another society directly. These personal experiences can challenge stereotypes and create a sense of familiarity and goodwill that official diplomatic engagements alone cannot always achieve.
Tourism also provides a platform for cultural diplomacy. Heritage, cuisine, art, language, and religious and historical sites can become points of connection between societies. When people discover similarities as well as appreciate differences, it helps build mutual respect and a stronger foundation for bilateral relations.
Therefore, I would say that tourism is both an economic instrument and a diplomatic bridge, but its most enduring contribution may be its ability to bring people closer together. When people know one another better, it becomes easier for countries to understand one another, cooperate with one another, and build a more resilient and lasting relationship based on mutual trust and respect.
Q: What are the most important areas of cultural cooperation between the two countries that you feel need further development?
A: Currently, most of the UAE travellers know Thailand as a popular tourist destination, while similarly the Thai travellers also know UAE as a popular tourist destination. But both our cultures have so much more to offer. If Thai tourists visit Dubai, and are able to learn more about Al Ayyala, the traditional performing art featuring rhythmic drumming, stick movements mimicking a battle, and chanted poetry, or the traditional costumes, such as the kandura, the abaya or the shayla, we will be able to appreciate the significance of such historical heritages. Similarly, if UAE tourists visit
Thailand, and are able to learn more about traditional Thai dances such as Khon: the Thai masked dance with elaborate costumes, or the Chud Thai, which is the national traditional dress of Thailand, worn during cultural ceremonies, festivals, and formal state events, such connections and understanding will enable us to connect at a much deeper level. This is the reason we at the Consulate General, always try to incorporate some elements of Thainess in all our events, from Thai food to Thai dances, from Thai dresses to Muay Thai.
Q: Is there interest in increasing the number of events, exhibitions, and cultural weeks that introduce Emirati and Gulf audiences to your country’s culture?
A: Definitely. Each year the Thai offices in the UAE are hosting various events, both cultural and economics oriented to introduce our country’s culture and capabilities to the Emirati audiences. Apart from participating in various world class events and exhibition here in the UAE, we also organize our own events, such as the Marhaba Thailand event hosted by the Royal Thai Embassy in Abu Dhabi, between
11 – 12 September 2026. The Thai Trade Center in Dubai will also be organizing the
3rd Thai SELECT Fest 2026, which takes place from 27 – 29 November 2026, at the Dubai Media City Amphitheatre. The Tourism Authority of Thailand, Dubai Office, has also been very active in organizing events to promote relations between the two sides.
So, we are always ready and willing to engage with our partners in all sectors from retails to hospitality and services to take the opportunity to promote Thailand, and enhance the bilateral relations in all areas.
The future
Q: What new tourism markets are you seeking to attract in the coming years?
A: The Tourism Authority of Thailand (TAT) has recently launched the “Healing is the New Luxury” campaign to strengthened its Middle East engagement in the UAE in July 2026. The Healing is the New Luxury presents Thailand as a safe, accessible, and welcoming destination where travel supports wellbeing, balance, and personal renewal. This efforts conveys a shift from merely healing to longevity, offering meaningful journeys that restore body and mind while creating lasting value, and builds on Thailand’s already accepted strengths in wellness, medical care, Thai wisdom, and hospitality.
TAT has also unveiled “The Year of Transformation” as Thailand’s strategic tourism direction for 2027, built around four strategic moves supporting “The Winning Goal 2027”. TAT targets tourism revenue growth of at least 5% over 2026, a 60:40 visitor distribution between major and emerging destinations, and a place among Asia’s top three destinations for traveller loyalty, working towards the goal of becoming “Asia’s No.1 High-Value & Meaningful Destination”.
The four strategic moves comprise Rebalance Market Portfolio, Shape Experience Platform, Build New Growth Engine, and Transform Together.
- Rebalance Market Portfolio. the first move, will create a more balanced structure across markets, traveller segments and destinations while reducing reliance on any one market source or destination. TAT will strengthen domestic tourism as a core foundation and manage international markets through Retain to sustain growth while expanding quality segments and spending; Reshape to attract higher-value travellers through wellness, luxury, family and lifestyle experiences; and Recover to rebuild confidence through safety, convenience and value. New opportunities in Eastern Europe, Latin America and new origin cities will be supported by stronger air and multimodal connectivity.
Alongside this, TAT will refine its Segmentation Portfolio around Mainstream, Experience, High Value and Premium Travellers, with products shaped around motivations ranging from gastronomy, culture and nature to wellness, longevity, sport and luxury. At destination level, “The Link Plus” will match suitable markets and traveller segments with 19 priority areas, targeting a 10% increase in international arrivals to these destinations.
Shape Experience Platform. TAT aims to move Thailand’s positioning beyond value for money towards meaningful travel, developing the Amazing Thailand brand around “Healing is the New Luxury”. Domestic campaigns will promote “365 days of Thais travelling in Thailand” and the message “Instant happiness from travelling in Thailand: fill up on Thailand and let your heart heal”.
- The second move, will strengthen the Amazing Thailand brand by shifting perceptions from a Value for Money Destination to a Meaningful Destination under “Healing is the New Luxury”. TAT will introduce new characters “Nong Sukjai” and “Nong Rak Yim” to communicate Thai charm and build emotional connections with travellers. For the domestic market, “365 Thai Thiao Thai – Thiao Dai Thang Pi” (literally, “Thai people can travel domestically throughout all 365 days of the year”) will be promoted through “Suk Thanti Thi Thiao Thai – Toem Mueang Thai Hai Jai Dai Heal” (literally, “Thai people can find instant happiness when travelling in Thailand and let their hearts heal”).
TAT will also develop themed experiences reflecting each region’s distinct identity, extend the UNESCO Thailand Network across 29 areas and more than 55 community tourism destinations, and build Signature Destination Branding, initially in Chiang Rai, Ubon Ratchathani, Songkhla, Trat and Samut Songkhram.
Build New Growth Engine. TAT will turn national strengths into economic value by linking tourism with its Life Economy and Festival Economy concepts, including global and international events.
- The third move, will convert Thailand’s tourism strengths into new economic value through four Life Economy growth engines. Theme Product Experience will develop nine experience groups, led by the early-2027 launch of “Unseen Luxperience 2027” for Premium Travellers, combining hidden gems with private and exclusive experiences rooted in Thai textiles, gems and jewellery, Thai massage and Muay Thai, with a special guest joining the unveiling. Well-being Tourism will position Thailand as a Global Health & Healing Destination through Medical Excellence, Science-Based Wellness and Science-Based Local Wisdom, helping travellers Heal Better, Live Longer and Feel Better.
Festival Economy will position Thailand as a year-round events destination under “365 Days of Celebration”, spanning World & International Events, Pride, music festivals such as S2O, Wonderfruit and Tomorrowland, art and design, sport and adventure. TAT will elevate the Ubon Ratchathani Candle Procession, Nakhon Phanom Illuminated Boat Procession and Sakon Nakhon Christmas Star Parade — towards “Must-Experience in Thailand” status. Future Sustainability will expand sustainable tourism destination prototypes to Nan and Wellness Valley areas, extend the CF Hotel low-carbon network and encourage wider use of the Sustainable Development Goals’ (SDGs) assessment framework.
Transform Together. TAT will work to bring all sectors through the transformation together. - The fourth move, reflects TAT’s evolving role from Tourism Promoter to Tourism Ecosystem Orchestrator, connecting traveller demand with partners across the wider Visitor Economy to develop higher-value products, services and experiences. This approach recognises tourism as an ecosystem extending beyond leisure travel into wellness, sport, festivals and other special-interest journeys, with growth requiring stronger collaboration across the public and private sectors.
Through Tourism Value Intelligence, TAT will analyse visitor and tourism revenue data, supported by 45 domestic offices, two coordination centres and 29 overseas offices. A TAT-supported tourism leadership programme, now under development, will strengthen industry capability and collaboration, while support for start-ups, technology and AI will improve the traveller journey.
TAT’s 2027 direction is designed to strengthen Thailand’s competitiveness as it advances towards Asia’s No.1 High-Value & Meaningful Destination status. TAT will work across the tourism sector guided by four principles: integrity to build trust, safety to strengthen confidence, quality to create lasting impressions, and experiences that inspire visitors to return. TAT aims to generate higher-quality growth, spread tourism income more widely and strengthen community benefits, carrying the spirit of “Transform Together, Win Together” into the next phase of Amazing Thailand.
for more information, please visit:
https://www.tatnews.org/2026/08/tat-defines-the-year-of-transformation-as-thailands-2027-tourism-direction/)
Q: How do you view the role of sustainable tourism and environmental and heritage protection in the future of tourism in your country?
A: I believe sustainable tourism will be essential to the future of tourism, not only in Thailand, but all around the world. Tourism is a major part of Thailand’s economy, but if we want the industry to remain successful in the long term, we need to protect the natural and cultural resources that attract visitors in the first place.
For Thailand, this means managing tourism in sensitive destinations such as our beaches, marine ecosystems, national parks, and historic sites, while also reducing issues such as waste, overcrowding, and pressure on local resources. At the same time, protecting our cultural and heritage sites is important because they are not only tourist attractions, but also an important part of Thailand’s national identity.
I also believe sustainability should benefit local communities. Tourism should create opportunities for local people, support local businesses and traditions, and encourage visitors to engage respectfully with Thai culture and communities.
Looking ahead, I see sustainable tourism not as limiting tourism, but as making tourism more responsible and resilient. Thailand has an opportunity to move from simply attracting more visitors to creating higher-quality experiences that protect our environment and heritage while delivering long-term benefits to local communities. In my view, that balance will be one of the key factors in ensuring Thailand remains an attractive and competitive destination in the future.
Q: What message would you like to convey, through the Arabian Travel Market, to the Emirati and Gulf tourist?
A: I think the most important thing is to reiterate that Thailand is, always has been and always will be, like a second home to our brothers and sisters from the UAE and the Gulf region. You’ll always be welcomed, and we’ll do our utmost to ensure that you have a pleasant, enjoyable and safe stay in Thailand. You will also return home with memories of Thailand that will always be cherished with families and friends. And yet, Thailand will always continue to surprise you, as we will always come up with new ways to enhance your feelings towards, and your memories of, Thailand.
Thailand and the UAE
Q: How significant is the Emirati and Gulf market to the Thai tourism industry today?
A: Very significant indeed. The Emirati and broader Gulf market is without a doubt an important strategic market for the Thai tourism sector.
From my personal point of view, I think the value of this market goes beyond visitor numbers. Travellers from the Gulf generally have strong purchasing power and tend to spend more on accommodation, shopping, dining, wellness, and premium tourism experiences. They also have the potential to stay longer, which creates significant economic value for destinations and tourism businesses across Thailand.
Thailand is also well positioned to meet the needs of Gulf travellers. We have established strengths in hospitality, healthcare and wellness, luxury tourism, family-friendly experiences, and halal-friendly services. In addition, Thailand’s strong air connectivity with major Gulf hubs makes the country relatively accessible to this market. We also have a growing halal-friendly tourism industry, which can cater to the Gulf travellers’ needs, and make them feel even more at home.
The UAE is particularly important as a gateway and strategic partner, given Dubai’s role as a major international aviation and business hub. At the same time, we see significant opportunities across the wider Gulf region, including Saudi Arabia, Qatar, Kuwait, Oman and Bahrain.
Looking ahead, I would say that our objective is not simply to increase arrivals, but to deepen engagement with Gulf travellers and encourage longer stays, repeat visits, and higher-value tourism. We therefore see the Emirati and Gulf markets as an important part of Thailand’s strategy to develop more quality-oriented, sustainable and diversified tourism growth.
New Tourism in Thailand
Q: Is there a growing focus on health, medical, and wellness tourism in Thailand? Could these sectors become a new bridge for tourism between Thailand and the Gulf states?
A: Yes, absolutely. Thailand is placing increasing emphasis on health, medical, and wellness tourism as an important part of the country’s future tourism strategy. Thailand has developed a strong international reputation for medical services, hospitals, wellness centres, traditional Thai medicine, rehabilitation, and hospitality. We see this as an area where Thailand can offer not only high-quality services, but also a holistic experience that combines healthcare with wellness and recovery.
From my perspective here in the UAE, I see particularly strong potential for this sector to become a new bridge between Thailand and the Gulf states. Gulf countries are investing significantly in healthcare, preventive medicine, longevity, wellness, and quality of life, while Thailand has considerable expertise and experience in delivering these services to international patients. There exists an exciting opportunity for both sides to synergize our expertise and work together.
Furthermore, I feel there is also a natural complementarity between our two regions. Thai medical institutions and wellness providers can offer expertise and specialised services, while the Gulf is an increasingly important market for patients and wellness travellers seeking trusted international destinations. Thailand can also serve families travelling together, where some members may seek medical treatment while others enjoy wellness, hospitality, or leisure experiences.
Importantly, I believe this should go beyond tourism. Health and wellness can strengthen institutional partnerships, including cooperation between hospitals, medical professionals, universities, research institutions, and private-sector organisations. It can therefore become a platform for deeper people-to-people and business-to-business relations between Thailand and the Gulf.
As a diplomat, I see this as a very promising area of cooperation. Tourism has traditionally connected our peoples through leisure and hospitality; health, medical and wellness tourism can take that relationship to another level by creating longer-term partnerships and mutual benefits between Thailand and the Gulf states.
Q: How can Gulf tourists be encouraged to discover new Thai destinations beyond Bangkok, Phuket, and Pattaya?
A: That is a very interesting and valid question. I believe there is significant potential to encourage Gulf travellers to discover more of Thailand beyond the traditional destinations of Bangkok, Phuket, and Pattaya. These destinations will of course remain important, but Thailand has a great diversity of experiences, or so-called hidden gems, that are particularly relevant to Gulf travellers.
From our perspective in the UAE, the key is to better understand what Gulf visitors are looking for and then present lesser-known Thai destinations around those interests. For example, Chiang Mai and Chiang Rai offer nature, culture and distinctive local experiences; Krabi and Phang Nga provide beautiful coastal environments; while destinations such as Hua Hin can appeal to families, wellness travellers and those looking for a more relaxed experience.
Health and wellness can also be an effective way of introducing visitors to new destinations. Rather than travelling only for a beach holiday, visitors could combine wellness or medical services with cultural, culinary, nature and community-based experiences in other parts of the country. Connectivity is another important factor. Improving awareness of direct and convenient air connections, as well as making information about transportation and accommodation easily accessible, can give travellers greater confidence to venture beyond the most familiar destinations.
Finally, I believe storytelling is very important. We need to communicate Thailand as a country of many regions and identities, not simply as Bangkok and the beaches. Through targeted promotion, partnerships with airlines and travel companies, digital media, and collaboration with Gulf travel influencers, we can showcase authentic experiences that are relevant to families and high-value travellers from the region.
Our goal should be to encourage longer stays and deeper exploration of Thailand. When a Gulf visitor returns home having experienced several different parts of Thailand, not only the major tourist centres, we create a stronger connection with the country and open the door to repeat visits.
Culture
Q: Are there plans to expand cultural exchange between the UAE and Thailand through the arts, festivals, cuisine, and heritage?
A: Personally, I am a firm believer in, and an advocate of, the power of culture. I will strive to promote cultural exchanges between Thailand and the UAE in all areas, from the arts to cuisine, literature to festivals. I would love to see participations from Thailand in events such as the Sharjah International Book Fair (SIBF) in November, as it is one of the largest book fairs in the world. During my tenure here, I would also like to connect the creative industries of both country to each other, and encourage them to work closely together to introduce their talents to the UAE and Thai publics.
As a matter of fact, we have recently been able to connect a well known UAE fashion designer, through our collaborations with The Fatima Bint Mohamed Bin Zayed Initiative (FBMI), with an important project that will take place in Bangkok during the IMF world bank convention from 12 – 18 October 2026. The said project invites fashion designers in selected countries to design a dress using 50% Thai silk from Thailand and 50% their local fabrics to showcase in an exhibition, which is indeed becoming a Global Thai Silk Movement in honour of our beloved late Queen Mother of Thailand. We are very excited with this collaboration, and I believe there are more opportunities for our two countries to work together.
Closing Question
Q: “Thailand is already a well-known destination for Gulf visitors, so the question is not how to introduce the Gulf tourist to Thailand, but how to make them return a second and third time. What are you working on to achieve that?”
A: I feel Thailand is very privileged to be well loved as a tourist destination for visitors from the Gulf region, and we strive to ensure that it will continue to be that way. But certainly, when you have visited a place a few times, it can become stale and not exciting anymore. That is why for a second or third visit, I think travellers need to feel that there is still something new to discover. We therefore should move beyond a single-destination holiday and offer a wider range of experiences across Thailand, whether that is wellness and healthcare, gastronomy, nature, culture, luxury, shopping, or family experiences. We also need to look at how we can better tailor these experiences to the preferences of Gulf travellers. For example, family-friendly facilities, halal-friendly options, privacy, high-quality hospitality, and convenient services are important considerations. Another important area is encouraging visitors who have already experienced Bangkok or Phuket to explore other parts of Thailand. A second visit could be very different from the first, perhaps combining Bangkok with Chiang Mai and a wellness experience, or exploring the southern provinces beyond the traditional beach destinations.
From a diplomatic perspective, we are also working to strengthen the connections that support repeat travel, cooperation with airlines, travel companies, hospitals and wellness providers, hotels, and other private-sector partners.
We want Thailand to remain visible and relevant in the Gulf market throughout the year, rather than only at the point when people are planning their annual holiday.
I believe if we can make visitors feel not only welcome, but really feel comfortable and understood, for them to feel truly a part of a family rather than just being a tourist, only then will Thailand always be a destination of choice that they can always return to several times and have a completely different experience each time. I believe if we can achieve that, we can create a much deeper and more sustainable relationship between the people of the UAE and Thailand.
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