How Thailand Is Betting on Digital Nomads to Offset Tourism Dip

Skift

21 hours ago

While the aesthetic of Thailand's latest pitch to digital nomads leans Instagram-friendly, the real aim is to boost the economy.
Thailand is expanding its focus beyond traditional holidaymakers. Its latest campaign targets a growing niche: digital nomads.
Tourism Authority of Thailand's new initiative, LOCO(AL) Working Space, promotes scenic, community-rich hubs like Bangkok, Chiang Mai, and Phuket as remote work destinations. Thailand's message to remote workers: work from the country, stay longer, and spend more.
'The digital nomad and remote worker segment is of great importance in Thailand's tourism strategy, as it is a market with continuous global growth, especially after Covid-19,' a spokesperson from TAT's domestic marketing group told Skift.
The Philippines, where tourism has yet to fully rebound post-Covid, is also setting its sights on attracting digital nomads, with plans to introduce a dedicated visa for remote workers.
'This tourist segment has a high spending rate. Data indicates that they can generate a combined income of over THB 1.7 million per month for Thailand's three main cities,' the TAT spokesperson said.
The Global Digital Nomad study conducted in 2023 estimates that digital nomads contribute $787 billion to the global economy annually.
A Weak First Half
Thailand's tourism sector is underperforming in 2025. Between January and early June, the country welcomed just over 15 million International visitors, this is nearly 3% fewer than during the same period last year.
A sharp drop in Chinese arrivals is largely to blame.
Once Thailand's top source market, China now trails behind Malaysia. In the first quarter of 2025, Chinese arrivals dropped 24% year over year. Safety concerns, economic caution, and changing travel habits have kept many Chinese travelers away.
Officials have since revised their 2025 forecast for Chinese visitors down to 6.7 million, the same as last year, and well below the pre-pandemic peak of 11 million. The decline has left a sizable gap, one Thailand hopes to fill by attracting smaller but higher-value segments.
Why Bangkok, Chiang Mai, and Phuket?
Bangkok, Chiang Mai, and Phuket are the 'primary target areas' for the LOCO(AL) initiative.
'These are areas with high readiness and existing popularity among the digital nomad community,' the TAT spokesperson said.
The campaign also seeks to promote lesser-known parts of these provinces by working with local entrepreneurs. This emphasis on community integration is central to the project's design.
Rather than building new infrastructure, the initiative focuses on using existing spaces such as homestays, local cafés, and small businesses that can serve as co-working spots.
'This helps reduce environmental impact and supports existing small businesses,' the spokesperson said. 'Utilizing local spaces as co-working spaces' is a key part of the campaign's sustainability approach.
In Chiang Mai, the campaign highlights villages like Mae Mae and Mae Sa Noi as peaceful, nature-connected getaways. Within the city, locations such as Alt ChiangMai and Alt PingRiver offer furnished accommodations with high-speed internet, shared kitchens, and lounges.
In Bangkok, Trok Dilokchan, a narrow alley brimming with culture, is being positioned as a work-friendly neighborhood with walkable charm and strong cultural character.
In Phuket, TAT is promoting islands like Ko Lon and Ko Naka Yai for their mix of seclusion and digital infrastructure.
Building with Local Partners
TAT is working with regional tourism providers to design experiences aligned with its '5 Must Do in Thailand' strategy: eat local, learn crafts, buy handmade goods, explore nature, and find peace.
Travel routes curated around these themes are being promoted through an e-catalog aimed at trade partners. Participating businesses also get exposure through influencer campaigns and test trips.
'The project requires joint promotions with operators in the target areas, such as co-working spaces, hotels, and restaurants, for no less than 10 instances,' TAT said.
The aim is to keep tourism spending in local communities rather than concentrating it in large hotel chains..
Moving Past Tourist Arrival Numbers
Thailand's tourism strategy is shifting. It is no longer just about how many people visit, but about how much they spend and how connected they become to the destination.
'The project's primary objective is to stimulate an increase in their spending on goods and services,' said the TAT spokesperson.
TAT said it will evaluate the campaign's success through repeat visits, word-of-mouth promotion, and deeper engagement with local communities
Thailand still faces a challenging year. The government has already lowered its 2025 tourism revenue target from THB 2.3 trillion ($69 billion) to THB 2 trillion ($60 billion), well below earlier expectations. Without a full rebound from China, a return to pre-pandemic highs looks unlikely.
The target for tourists arrivals has also gone down to 35.5 million compared to the initial 39 million.
But TAT appears ready to pivot. Rather than chase mass arrivals, it's betting on quality over quantity: fewer tourists, longer stays, and deeper local engagement.
'This project utilizes a content marketing strategy to build awareness and reinforce Thailand's image as 'the ultimate destination that caters to the digital nomad lifestyle,'' the TAT spokesperson said.