Thailand is preparing to launch a bold tourism stimulus by offering free domestic flight tickets to 200,000 foreign visitors, aimed at encouraging travel beyond major gateways and into secondary destinations.

Tourism and Sports Minister Sorawong Thienthong said the campaign, themed “Buy International, Free Thailand Domestic Flights”, is designed to attract more spending from international arrivals and spread tourism benefits nationwide.

Under the proposed scheme, foreign tourists who book international flights directly with airlines or online travel agents will be eligible for free domestic tickets. The programme will run from September to November, with the government subsidising up to 1,750 baht per one-way ticket or 3,500 baht for a round-trip.

The ministry is seeking cabinet approval next week for a budget allocation of 700 million baht. It estimates the initiative could generate 8.8 billion baht in tourism revenue during the three-month period.

Mixed Reactions from Industry

While industry leaders welcomed the initiative, some expressed concerns about its timing and reach.

Punlop Saejew, vice-president of the Chiang Mai Chamber of Commerce, said the scheme could support tourism, but launching it during high season may lessen its impact. “It would be more effective if introduced in the low season, when arrivals need more stimulation,” he said, adding that high domestic airfares remain a barrier for many travellers.

Rungroj Santadvanit, president of the lower northeastern chapter of the Thai Hotels Association, noted that provinces such as Buri Ram and Ubon Ratchathani may not benefit as much since they are not major foreign tourist destinations, despite having domestic connections. He urged authorities to adopt targeted marketing strategies for each region, such as promoting sports tourism in Buri Ram or Mekong River attractions in Ubon Ratchathani.

He also suggested northern provinces target nature enthusiasts from Australia and New Zealand, while southern provinces could focus on beach-loving travellers from Scandinavia. “Equally important is ensuring tourism safety and clear communication about safe destinations, especially amid ongoing Thailand-Cambodia border tensions,” he added.

Tourist Arrivals Update

As of August 17, Thailand recorded 20.8 million foreign arrivals this year, down 7% year-on-year. China remained the largest source market with 2.9 million visitors, followed by other key Asian and European markets.

If approved, the free flight campaign would mark one of Thailand’s most ambitious tourism incentives in recent years, as the country strives to maintain momentum and diversify visitor flows across its regions.