Thailand has as launched a three-pronged strategy to attract UK visitors in 2023 as the country looks to build on its post-Covid recovery.

This year it is on course to welcome 10 million international visitors –half as many as in 2019 – with 400,000 of those from the UK, said the tourism authority.

Efforts to drive up numbers will concentrate on working with airlines and operators with a host of marketing and promotional incentives.

“Our strategy is based on ‘BMG’,” said Tourism Authority of Thailand’s Deputy Governor of International Marketing Chattan Kunjara Na Ayudhya. “That’s ‘Bring it back’, which is about resuming the flights that were cancelled, such as TUI’s flights out of Gatwick and Manchester that have just restarted; ‘Make it full’, which will drive up load factors for our partners; and ‘Go year round’, to promote Thailand as a year-round destination.

“We’ll be visiting every travel show and pushing tactical marketing campaigns every quarter.”

As part of the initiative, TAT will begin an ‘Always Warm’ campaign this winter with partners  including Trailfinders, Flight Centre and Netflights to promote Thailand’s warm weather and hospitality.

Going forward, TAT has decided to work extensively with resorts and operators that have reputable sustainability credentials, especially in the key Thai selling points of health and wellness, food and nature.

“As we see it, time is the new currency. We want people who are going to spend as much time in Thailand as possible. We have to accept that we are not going to get back any time soon to the golden days when Thailand attracted 40 million visitors a year.

“We extended the visa waiver for UK visitors from stays of 30 days to 45 days after the pandemic and that is likely to continue. It has been very well received.”