Thailand plans to boost tourism with ‘manufactured attractions’

Entertainment complexes, water parks and learning centres are among the attraction projects being considered by Thailand to boost its tourism.

While Thailand is usually considered as a destination renowned for its natural attractions, the Bangkok Post is reporting that attracting new tourism markets by developing man-made attractions has piqued the interest of the private sector.     

2024 IAAPA Board Chairman, Wuthichai Luangamornlert, owner of Bangkok’s Siam Amazing Park told Bangkok Post that foot traffic is lower this year at Thai amusement parks, with revenue estimated to decline 30-40% in 2024 year-on-year.

"Global trends show development shifting from standalone theme parks and attractions to mixed-use projects with all-inclusive programmes. Thailand doesn't have many projects of this type," he added.

Luangamornlert said that these projects can attract people of all ages but that government support is needed to help them grow, especially with the current economic challenges.

The government is drafting a plan for entertainment complex projects, which would feature legal casinos in Thailand for the first time.

Companies are enthusiastic about new attractions, with Asset World Corp recently announcing a plan to build the first water park in Chiang Mai to serve families.

The Tourism Council of Thailand believes investment or incentives for man-made projects can also strengthen domestic tourism, a strategy China successfully pursued in recent decades.

These projects present an opportunity for Thailand to be less reliant on its mature products, enabling the country to cater to changing tourism trends.

Somradee Chitchong, deputy governor for domestic marketing at the Tourism Authority of Thailand (TAT), told Bangkok Post that while natural attractions are a top draw for many destinations, new man-made attractions could benefit both locals and foreign tourists. These attractions include water parks, skywalks with stunning views, art spaces and learning centres.

Luangamornlert, noted that the economic outlook has hampered spending, with lower disposable income and budget cuts for leisure activities, including at amusement parks.

In Thailand, some amusement park and water park operators have temporarily suspended services on weekdays or during the low season to save on costs. Many regularly offer promotions to maintain healthy traffic, he said.

Mixed-use projects cater to all generations, encouraging longer stays and higher spending within one space, such as Ocean Park Hong Kong, which boasts an aquarium, roller coaster, water park and hotels.

Grande Centre Point Space Pattaya features a water park within a hotel, while Nong Nooch Tropical Garden developed its own accommodation. More malls in Bangkok are developing water parks to lure tourists.

Luangamornlert shared "having an entertainment complex in Thailand is better than not having one, and such products can increase tourism spending and extend lengths of stay” adding that the government's focus remains unclear, unsure of whether to prioritise a new complex for families or prevent Thais from gambling overseas.

He told Bangkok Post that focusing on families would create more benefits, as illustrated by successful cases in Singapore, Macau and Las Vegas. Those destinations draw large numbers of families with children with a wide range of services such as restaurants, entertainment shows and amusement parks.

Regulations regarding the percentage of space for the casino, the location and the entrance policy need to be clarified before the complex can be launched. A public hearing with stakeholders is needed to iron out the details, he said.

And for Thailand it’s not just about constructing theme parks and entertainment complexes to attract higher visitation as many tourists are also interested in the cultural history of destinations.

Patara Suwannakarn is the managing director of Peranakan Phuket Museum - dedicated to Peranakan culture - which Suwannakarn opened in 2017 motivated by his "love of galleries and museum tours".

The museum offers interaction, featuring retail space, a cafe, restaurant and jewellery shop inspired by the unique Peranakan culture.

"Phuket is no longer only about beaches and the sea. More people are keen to learn about local cultures while travelling," Suwannakarn said.

However with museums being a niche market, requiring a long time to make a profit, other revenue sources are needed to support the business and Suwannakarn’s venue also hosts several wedding ceremonies, including Peranakan-style weddings.

The museum is planning to upgrade the customer experience by adding an organic farm and learning centre on a plot next to the museum.

As reported in Bangkok Post, Luangamornlert concluded that “small operators lack funds to upgrade their services, suggesting government assistance through a budget for meetings, sightseeing or events, especially in untapped destinations” adding “authorities should issue new investment regulations dedicated to theme parks, as privileges now favour the industrial sector, and theme parks require more time to generate a return.”

Image. The wave pool at Siam Amazing Park in Thailand. Credit:Siam Amazing Park