Thailand banks on LGBT tourists, 'boys love' exports

From Nikkei Asia

APORNRATH PHOONPHONGPHIPHAT, Nikkei staff writer
 

BANGKOK -- Thailand's tourism sector is taking LGBT travelers more seriously, hoping their spending on events and medical treatments gives the country a post-COVID economic jolt.

The Thai economy grew 2.7% in the first quarter of 2023 from a year earlier, and the central bank expects it to expand 3.6% for the whole year. Authorities say the tourism sector, which accounted for about 20% of the economy before the pandemic, will play an essential role.

LGBT tourists spend an estimated $200 billion worldwide a year, according to research conducted by Out Now Consulting, an agency that provides gay marketing services to big companies.

This prospective gold mine has encouraged the Tourism Authority of Thailand (TAT) to hone its LGBT marketing strategy, which includes holding roadshows targeting LGBT communities in Europe, Asia and the U.S.

Thailand has long been a destination for LGBT tourists, but it is only recently that the tourism authority started promotions targeting LGBT groups.

This year, the tourism authority is sponsoring Pride events in more areas, such as Phuket and Pattaya, in addition to Bangkok. Thailand is celebrating Pride Month throughout June with parades, concerts and other LGBT events, with thousands of people from around the world taking part in a Bangkok Pride parade on June 4.

The foreign tourists did not come just for the parade. According to TAT research, many were long-haul travelers who often spend days at destinations holding events they want to attend.

“The TAT has realized the importance of [LGBT] groups and will continue to do research to serve their demand," a TAT official said.

Thailand has long attracted wealthy medical tourists due to its high medical standards and competitive prices. Now the country's medical sector is working to attract LGBT medical tourists from Asia and elsewhere.

“The TAT has realized the importance of [LGBT] groups and will continue to do research to serve their demand," a TAT official said.

Thailand has long attracted wealthy medical tourists due to its high medical standards and competitive prices. Now the country's medical sector is working to attract LGBT medical tourists from Asia and elsewhere.

Earlier this year, the Ministry of Commerce held a business-matching event in Bangkok so Thai producers of boys love content could meet and talk with importers from Japan, South Korea and China. The fair generated 158 business partnerships that are expected to lead to more than 3.6 billion baht in exports of LGBT-themed content, according to Ratchada Thanadirek, a deputy spokeswoman for the government.

Continues at

https://asia.nikkei.com/Economy/Open-minded-Thailand-banks-on-LGBT-tourists-boys-love-exports2