KUALA LUMPUR: The Tourism Authority of Thailand (TAT) is set to welcome 4.4 million Malaysian tourists this year, aiming to generate 127 billion baht in income by promoting second-tier provinces and gastronomy.
Malaysia is Thailand's second largest tourism market, with arrivals hitting 4 million last year, generating 115 billion baht in revenue, up 22.1% and 20.4%, respectively.
Chattan Kunjara Na Ayudhya, TAT's deputy governor for marketing in Asia and the South Pacific, said Malaysian tourists are travelling to new destinations in Thailand, including second-tier provinces.
Gastronomy is a new tool to attract Malaysians, as many travel to Thailand for street food, halal-certified food and even fine dining at Michelin-starred restaurants.
"We plan to introduce Thai foods from second-tier provinces online, such as Northern-style curry noodle soup with chicken [khao soi] from Chiang Rai," Mr Chattan said.
To celebrate record arrivals from Malaysia, TAT held the Thanks 4 Million event in Kuala Lumpur last week for 350 local tourism partners, airlines, travel agents and car clubs who helped support the achievement. The event also aims to build a strong partnership between TAT and operators to foster sustainable tourism development between the two countries.
Klissada Ratanapruk, TAT executive director for the eastern region, said with a population of 32 million, Malaysia has many high-value tourists, with more than 12 million able to travel overseas. Thailand is the top tourist destination for Malaysians, followed by Indonesia, Singapore and China.
He said the number of Malaysian tourists who drive their own cars equals those travelling by air, especially to southern provinces such as Phatthalung, Nakhon Si Thammarat, Yala, Pattani and Narathiwat.
Malaysia's geography makes it too small for a long road trip, said Mr Klissada.
"Malaysian tourists prefer driving to Thailand instead," he said.
Convenient transport such as a sturdy road system and direct flights have strengthened Malaysian tourism in Thailand.
Ahman Mad-Adam, director of TAT's Kuala Lumpur office, said of the 4 million arrivals in 2018, nearly 2 million entered from the land border, either Sadao or Padang Besar.
The Sadao border is the most crowded, especially on weekends and during three-session school breaks for Malaysian students. Some 50,000 Malaysians were reported to cross this border to join the Songkran festival in Thailand during April 12-14.
Air transport plays a vital role in tourism, with Hat Yai the most visited airport by Malaysians last year, followed by Suvarnabhumi, Krabi, Phuket and Chiang Mai, said Mr Ahman.
He said more direct flights connect Kuala Lumpur with Thai provinces such as Chiang Rai and Hua Hin, encouraging more young and independent travellers.
TAT will promote some destinations for Malaysians, namely Mae Hong Son for tourists who like to travel by vehicle and can reach other big provinces such as Chiang Mai or Chiang Rai via direct flights.
Betong district in Yala is set to promote gastronomy tourism, while Satun, where famous tourist attractions like Unesco's Global Geopark and Lipe island are located, can connect with states in Malaysia by land and sea.
Mr Ahman said TAT is looking to target more specific tourist groups in Malaysia, such as first-time visitors.
"We held a roadshow at Mara University of Technology a few months ago and similar events will be held at 3-4 universities in September," he said.
Other areas of focus are sports lovers who attend events like marathons in Phuket or Hat Yai, as well as Muslim visitors, particularly from Kelantan and Terengganu states.
