How Thailand Is Betting on Digital Nomads to Offset Tourism Dip

Thailand is increasing its focus past conventional holidaymakers. Its newest marketing campaign targets a rising area of interest: digital nomads.

Tourism Authority of Thailand’s new initiative, LOCO(AL) Working Area, promotes scenic, community-rich hubs like Bangkok, Chiang Mai, and Phuket as distant work locations. Thailand’s message to distant staff: work from the nation, keep longer, and spend extra.

“The digital nomad and distant employee section is of nice significance in Thailand’s tourism technique, as it’s a market with steady international progress, particularly after Covid-19,” a spokesperson from TAT’s home advertising group informed Skift.

The Philippines, the place tourism has but to completely rebound post-Covid, can also be setting its sights on attracting digital nomads, with plans to introduce a devoted visa for distant staff.

“This vacationer section has a excessive spending fee. Knowledge signifies that they’ll generate a mixed earnings of over THB 1.7 million monthly for Thailand’s three primary cities,” the TAT spokesperson mentioned.

The International Digital Nomad research performed in 2023 estimates that digital nomads contribute $787 billion to the worldwide economic system yearly.

A Weak First Half

Thailand’s tourism sector is underperforming in 2025. Between January and early June, the nation welcomed simply over 15 million Worldwide guests, that is almost 3% fewer than throughout the identical interval final yr.

A pointy drop in Chinese language arrivals is essentially guilty.

As soon as Thailand’s prime supply market, China now trails behind Malaysia. Within the first quarter of 2025, Chinese language arrivals dropped 24% yr over yr. Security issues, financial warning, and altering journey habits have saved many Chinese language vacationers away.

Officers have since revised their 2025 forecast for Chinese language guests down to six.7 million, the identical as final yr, and properly beneath the pre-pandemic peak of 11 million. The decline has left a large hole, one Thailand hopes to fill by attracting smaller however higher-value segments.

Why Bangkok, Chiang Mai, and Phuket?

Bangkok, Chiang Mai, and Phuket are the “main goal areas” for the LOCO(AL) initiative.

“These are areas with excessive readiness and current reputation among the many digital nomad neighborhood,” the TAT spokesperson mentioned.

The marketing campaign additionally seeks to advertise lesser-known components of those provinces by working with native entrepreneurs. This emphasis on neighborhood integration is central to the challenge’s design.

Relatively than constructing new infrastructure, the initiative focuses on utilizing current areas reminiscent of homestays, native cafés, and small companies that may function co-working spots.

“This helps scale back environmental affect and helps current small companies,” the spokesperson mentioned. “Using native areas as co-working areas” is a key a part of the marketing campaign’s sustainability strategy.

In Chiang Mai, the marketing campaign highlights villages like Mae Mae and Mae Sa Noi as peaceable, nature-connected getaways. Inside the metropolis, areas reminiscent of Alt ChiangMai and Alt PingRiver provide furnished lodging with high-speed web, shared kitchens, and lounges.

In Bangkok, Trok Dilokchan, a slender alley brimming with tradition, is being positioned as a work-friendly neighborhood with walkable appeal and robust cultural character.

In Phuket, TAT is selling islands like Ko Lon and Ko Naka Yai for his or her mixture of seclusion and digital infrastructure.

Constructing with Native Companions

TAT is working with regional tourism suppliers to design experiences aligned with its “5 Should Do in Thailand” technique: eat native, study crafts, purchase handmade items, discover nature, and discover peace.

Journey routes curated round these themes are being promoted by means of an e-catalog geared toward commerce companions. Collaborating companies additionally get publicity by means of influencer campaigns and check journeys.

“The challenge requires joint promotions with operators within the goal areas, reminiscent of co-working areas, resorts, and eating places, for at least 10 situations,” TAT mentioned.

The intention is to maintain tourism spending in native communities reasonably than concentrating it in giant resort chains..

Transferring Previous Vacationer Arrival Numbers

Thailand’s tourism technique is shifting. It’s now not nearly how many individuals go to, however about how a lot they spend and the way related they develop into to the vacation spot.

“The challenge’s main goal is to stimulate a rise of their spending on items and providers,” mentioned the TAT spokesperson.

TAT mentioned it will consider the marketing campaign’s success by means of repeat visits, word-of-mouth promotion, and deeper engagement with native communities

Thailand nonetheless faces a difficult yr. The federal government has already lowered its 2025 tourism income goal from THB 2.3 trillion ($69 billion) to THB 2 trillion ($60 billion), properly beneath earlier expectations. And not using a full rebound from China, a return to pre-pandemic highs appears to be like unlikely.

The goal for vacationers arrivals has additionally gone right down to 35.5 million in comparison with the preliminary 39 million.

However TAT seems able to pivot. Relatively than chase mass arrivals, it’s betting on high quality over amount: fewer vacationers, longer stays, and deeper native engagement.

“This challenge makes use of a content material advertising technique to construct consciousness and reinforce Thailand’s picture as ‘the last word vacation spot that caters to the digital nomad way of life,’” the TAT spokesperson mentioned.