Bangkok: 'Premium food and beverage' has emerged as a pivotal factor in attracting high-quality tourists to Thailand, playing a crucial role in shaping the economic benefits of tourism in Southeast Asia. According to a report by Oxford Economics and the International Spirits and Wine Federation Asia Pacific, 71% of respondents prioritize food and beverage options over historical or cultural attractions when choosing a travel destination.
According to Thai News Agency, the report titled 'Capturing High Quality Tourism for Southeast Asia: The Impact of Premium F and B Experiences on Destination Choice' highlights that premium food and beverage (F and B) options significantly influence high-spending travelers' decisions. With 75% of high-income travelers prioritizing F and B, the report underscores that travelers are 2.5 times more likely to choose destinations offering high-quality F and B experiences. Travelers are willing to spend an additional $250 per person per day for premium F and B with exceptional service, recognizing the added value of high-quality offerings.
The survey, which gathered data from 1,800 potential travelers planning to visit Southeast Asia from key markets such as China, South Korea, Australia, the United States, and the United Kingdom, also revealed that 84% of respondents consider 'safety' as the most crucial factor in F and B experiences. 'Value for money' remains important across all income groups, with 78% of high-income travelers viewing it as a significant factor.
Mr. Thianprasit Chaiphattranan, President of the Thai Hotels Association, noted that Southeast Asian governments are focusing on attracting 'high-quality' tourists to foster sustainable tourism, aiming to increase tourist spending rather than just numbers. Thailand's government has initiated the Amazing Thailand Grand Tourism and Sports Year 2025 project, targeting 39 million foreign tourists this year, expecting to generate 3.5 trillion baht in tourism revenue. However, despite predictions of higher tourist numbers in 2025 compared to pre-COVID levels, the World Bank warns of a potential 20% drop in spending per person per trip.
Mr. Rewat Kongchat of the Nightlife Business Association emphasized the rising demand for premium experiences, driven by younger, affluent travelers seeking selective options. However, the nightlife sector faces challenges, with business booming only on weekends, hindered further by restrictions on alcohol sales during major Buddhist holidays.
Ms. Anchalee Phumisrikaew from APISWA highlighted opportunities for business expansion within the F and B industry to invigorate tourism. Tourism policymakers are encouraged to foster supportive environments for F and B sector growth, supporting new business models and sustainable tourism practices.
Mr. Thiptrai Salawong from the Thailand Development Research Institute (TDRI) called for collaborative efforts among the government, industry leaders, and the Tourism Board to promote F and B businesses. He stressed the importance of policies that ensure global competitiveness and long-term sustainability, revealing that alcoholic beverages generate significant revenue, despite associated social costs.
Oxford Economics and APISWA recommend enhancing F and B availability, providing diverse products and services at affordable prices, and facilitating greater access to quality services. Policy considerations include easing restrictions on alcohol sales and creating an environment conducive to competitively priced offerings, thus encouraging tourist spending. Recent tax reductions on wine by the Thai government, akin to similar measures in Hong Kong, aim to stimulate the nightlife industry and promote premium tourism, further driving growth in the F and B sector.