Thailand has always been a magnet for millions of travellers, but lately, the crowds haven’t been quite the same. With fewer visitors, the country has missed out on the big spending that usually keeps local businesses alive.
To turn things around, the government is rolling out a new campaign that could spark mixed feelings. In a move that may disappoint some locals, the Tourism and Sports Ministry has announced plans to hand out 200,000 free domestic flight tickets to foreign arrivals.
Themed ‘Buy International, Free Thailand Domestic Flights’, the campaign aims to encourage vacationers to explore secondary destinations beyond Bangkok, Chiang Mai and Phuket. Running from September to November, it offers tourists who book a ticket to the kingdom a free round-trip domestic flight with 20kg of baggage. Tickets will be distributed through international airlines or online travel agents.
Six Thai carriers have joined, including Thai Airways, Thai AirAsia, Bangkok Airways, Nok Air, Thai Lion Air and Thai Vietjet. But there’s a catch – if you’ve already bought your seat, you’re out of luck. The offer is exclusively for those who haven’t booked yet.
On paper, the numbers look appealing. The ministry expects the giveaway to generate B8.8 billion in revenue from a budget of B700 million, with subsidies of B1,750 per one-way ticket or B3,500 for a round trip.
But the plan still needs cabinet approval. If it passes, Thailand will be following in Japan’s footsteps, where a similar ‘Free Domestic Flight’ model successfully drew tourists away from overcrowded city centres and into smaller towns and regional cities.
Still, not everyone is convinced free flights alone will do the trick. Rungroj Santadvanit, president of the lower northeastern chapter of the Thai Hotels Association, said that beyond airfares, authorities need targeted marketing strategies for each journey. For instance, Buri Ram could promote itself as a sports tourism hub with marathons and football events, while Ubon Ratchathani might spotlight cultural experiences and attractions along the Mekong River.
Some locals have reported feeling sidelined, arguing that if the government truly wants to stimulate spending, offering free flights to Thai citizens would have just as much, if not more, impact on the nation's own economy. The country has no shortage of breathtaking domestic destinations and plenty of its people are eager to travel and spend within their own borders.
There’s also the question of who exactly these giveaway flights will attract. Recent viral clips of unruly visitors highlight the reality that not every foreign tourist brings value; some can just as easily strain the communities as support them.
After all, the campaign leaves a bigger question hanging in the air: should Thailand’s recovery hinge on chasing foreign wallets or on empowering its own people to rediscover their backyard? For now, the government’s bet is on outsiders but whether locals see this as an opportunity or an oversight could decide if the gamble truly pays off.