Why Thailand remains unbeatable for swiss travelers

Thailand had big plans. The country set its sights on welcoming 39 million international visitors by 2025 — an ambitious target that once seemed within reach. However, the outlook has since been revised downward. The latest forecast now stands at just over 33 million arrivals.

From January through August, Thailand saw visitor numbers drop by around seven percent compared to the same period last year. One key reason: the strong baht. The national currency has strengthened considerably against many others, making holidays in Thailand noticeably more expensive — particularly for travelers from other parts of Asia.

But what about the Swiss? Have they, too, become more cautious? What do they value most when vacationing in Thailand? And what steps must Thailand take to better position itself in this market?

Travelnews spoke to Gere Gretz, the long-time representative of the Thai Tourist Board in Switzerland, about these questions. He has been promoting the kingdom for 26 years and, as a profound expert, has personally traveled to the country 116 times.

Mr. Gretz, Thailand will miss its tourism targets in 2025. The number of international guests is declining compared to the previous year. What is the situation with Swiss travelers?

Gere Gretz: A different picture is emerging. By the end of August 2025, we recorded an increase of eight percent compared to the previous year. In 2024, a total of 184,000 Swiss arrivals were counted in Thailand, and now we are already at 122,000. We are very satisfied with this development. Europe remains a key market for Thailand, not least because European guests spend above-average amounts of money during their stay.

And what about Germany and Austria?

There, the growth is even more significant. The German market, in particular, is booming. Growth from Germany was 12 percent through the end of August, with 611,000 visitors arriving. Austria shows a similar picture, with an increase of 9 percent and 76,000 visitors.

Why is the Swiss market growing less rapidly than those in Germany or Austria?

There is no clear answer. These statistics should generally be treated with a grain of salt – especially when they relate to Switzerland. They only include travelers with a Swiss passport, not all those residing in Switzerland. Since around 27 percent of the population does not have a Swiss passport, they are statistically assigned to other countries. In Germany and Austria, this proportion is around 20 percent, which could skew the figures in favor of these markets. In addition, 19 percent of Swiss citizens have two nationalities; if all of them entered another country with a foreign passport, these entry statistics would only apply to 54 percent of the Swiss resident population.

How is the strong interest of Thai tourism professionals reflected in the Swiss market?

We’re noticing it very clearly. Many hoteliers are approaching us to explore opportunities for strengthening their presence in Switzerland — for example, through roadshows or workshops. We’re now working on creating additional platforms to give interested partners the chance to present themselves professionally in this market. The next event is planned around ITB Berlin.

Why are Swiss guests particularly attractive to Thailand?

Swiss travelers are among the guests with the longest stays of all. With an average of 22 days per trip, they rank among the top five worldwide. In addition, few book all-inclusive packages. This means they consume directly on-site – in restaurants, on excursions, or during spa treatments. It is precisely this high added value that makes them so attractive to Thailand's tourism industry.

Demand from Switzerland for Thailand holidays is high. Is early booking the only way to secure your desired accommodation?

Absolutely. Growth from Europe is strong, and the most popular accommodations are booking up quickly. So, if you want to be on the safe side, book early. Thailand still offers extremely attractive value for money and pure holiday enjoyment.

When is booking pressure greatest?

This can no longer be determined in general terms. The business has diversified significantly in recent years. Spring, early summer, and fall are more in demand today than they were a few years ago – May and June, for example, have increased. Traditional peaks still occur during the winter months and in July, as well as around Easter, but otherwise, demand is more widely distributed.

Which regions are particularly popular?

From a Swiss perspective, Bangkok, Chiang Mai, Koh Samui, and Phuket—especially Khao Lak and Krabi—continue to lead the way. But other regions are also growing in significance. Insider tips include Nan, in the country’s northeast, where visitor numbers are rising noticeably, and Khanom on the Gulf of Thailand. A genuine buzz has emerged here — driven in part by new, modern beach resorts that are proving especially popular with European travelers.

Are there any exciting new offers in the country?

A highlight is certainly the historic special train «The Blue Jasmine,» which departs from Bangkok and travels to destinations such as Ayutthaya, Sukhothai, and Uthai Thani. Accommodation is available in boutique hotels, some housed in unique buildings such as a former schoolhouse. The focus is on authentic travel experiences and traditional local cuisine. In addition, new hiking and cycling trails spanning 65 kilometers are being developed around Bangkok.

What about flight capacity?

Very positive. Edelweiss is expanding its Phuket service with a fourth weekly flight for the first time, operating from January to March. There are also new options with Fly Dubai from Basel, offering connections to Krabi. Air India has resumed flights from Zurich, providing convenient connections to Bangkok via Delhi. And of course, Condor continues to operate daily from Zurich via Frankfurt to Bangkok, with onward flights to Phuket.

Direct flights are considered particularly important for Swiss travelers – is that still true?

In principle, yes, but it depends on the target audience. Younger travelers, in particular, tend to be more price-conscious and are often willing to accept connecting flights. In addition, some passengers have very specific preferences when it comes to an airline’s offering — whether it’s seat configuration, legroom, or onboard dining. For example, Thai Airways continues to operate its Boeing 777-300ER on the daily nonstop route to Bangkok, featuring a comfortable 3-3-3 seating layout in Economy Class — a setup that provides a noticeably higher level of comfort.

How do you plan to further promote sales in Swiss travel agencies?

An important milestone this summer was the return of our mega Fam trip. While participation hasn’t yet reached pre-COVID levels, a solid foundation has been laid. The goal is to further strengthen the destination expertise of frontline travel professionals. In the past, organizing these Fam trips has proven enormously valuable — and that remains true today. I’m now planning another large-scale trip with up to 100 Swiss agents. Those who experience Thailand firsthand tend to return again and again — and, just as importantly, they can authentically and convincingly share their enthusiasm with clients. Such initiatives are only possible through close cooperation with Thai Airways, whose support is essential in bringing these projects to life.