Thailand's Retail Sector Gears Up for Summer Tourism Surge
Major retailers launch extensive campaigns to boost consumer spending as the country anticipates a record influx of international tourists.
The Tourism Authority of Thailand (TAT) has projected that Thailand will attract 40 million international tourists this year, aligning with the government’s strategic focus to enhance the nation’s stature as a global hub for tourism and sports.
This influx is expected to generate significant income and promote sustainable economic growth.
During the forthcoming Songkran Festival, expected revenue is projected to rise by 5-10% compared to the previous year, when revenue exceeded 15 billion baht.
This increase signals improved economic circulation within the country.
In response to the anticipated surge in tourism, major retailers are launching extensive summer campaigns aimed at promoting shopping activities.
Central Pattana Pcl (CPN), which operates Central shopping centres, is planning to invest 600 million baht to host over 1,000 events across the nation, transforming shopping centres into summer travel destinations.
CEO Nattakit Tangpoonsinthana emphasized the importance of the summer period, noting that both summer and year-end holidays coincide with peak spending periods.
The company expects to see an increase of 10-15% in traffic as it adheres to TAT's “5 Must Do in Thailand” policy and aims to position Thailand as “Destination of the Year 2025.” The Airports of Thailand anticipates that the summer flight schedule in 2025 will exceed 640,000 flights, facilitating travel for more than 87 million passengers, marking a 30% increase in international travelers compared to the previous year.
Similarly, The Mall Group is injecting 300 million baht into its summer campaign, dubbed “Epic Summer-Cation.” CEO Voralak Tulaphorn stated that consumer spending is expected to show cautious growth in 2025 due to prevailing high living costs.
The campaign is expected to run from March to April and features 120 fashion brands, designed to stimulate revenue while creating a vibrant shopping environment.
This initiative follows an increase in budget allocation from 220 million baht in 2024.
Robinson Department Store, a part of Central Retail, is also enhancing its summer marketing efforts with the launch of the “Robinson Hello Summer Chill” campaign aiming to attract families.
CEO Natira Boonsri reported that business performance had been strong, with positive growth in sales and customer traffic supported by product variety and strategic partnerships.
The campaign seeks to drive traffic by more than 12%, targeting an overall 18% increase in sales compared to the same period last year.
Robinson Lifestyle Centers is concurrently introducing the “Robinson Lifestyle Summer Energy 2025” campaign to stimulate spending nationwide.
The initiative encompasses three main strategies: offering entertaining activities, collaborating with partners for promotions, and enhancing the store atmosphere to encapsulate a vibrant summer experience.
This influx is expected to generate significant income and promote sustainable economic growth.
During the forthcoming Songkran Festival, expected revenue is projected to rise by 5-10% compared to the previous year, when revenue exceeded 15 billion baht.
This increase signals improved economic circulation within the country.
In response to the anticipated surge in tourism, major retailers are launching extensive summer campaigns aimed at promoting shopping activities.
Central Pattana Pcl (CPN), which operates Central shopping centres, is planning to invest 600 million baht to host over 1,000 events across the nation, transforming shopping centres into summer travel destinations.
CEO Nattakit Tangpoonsinthana emphasized the importance of the summer period, noting that both summer and year-end holidays coincide with peak spending periods.
The company expects to see an increase of 10-15% in traffic as it adheres to TAT's “5 Must Do in Thailand” policy and aims to position Thailand as “Destination of the Year 2025.” The Airports of Thailand anticipates that the summer flight schedule in 2025 will exceed 640,000 flights, facilitating travel for more than 87 million passengers, marking a 30% increase in international travelers compared to the previous year.
Similarly, The Mall Group is injecting 300 million baht into its summer campaign, dubbed “Epic Summer-Cation.” CEO Voralak Tulaphorn stated that consumer spending is expected to show cautious growth in 2025 due to prevailing high living costs.
The campaign is expected to run from March to April and features 120 fashion brands, designed to stimulate revenue while creating a vibrant shopping environment.
This initiative follows an increase in budget allocation from 220 million baht in 2024.
Robinson Department Store, a part of Central Retail, is also enhancing its summer marketing efforts with the launch of the “Robinson Hello Summer Chill” campaign aiming to attract families.
CEO Natira Boonsri reported that business performance had been strong, with positive growth in sales and customer traffic supported by product variety and strategic partnerships.
The campaign seeks to drive traffic by more than 12%, targeting an overall 18% increase in sales compared to the same period last year.
Robinson Lifestyle Centers is concurrently introducing the “Robinson Lifestyle Summer Energy 2025” campaign to stimulate spending nationwide.
The initiative encompasses three main strategies: offering entertaining activities, collaborating with partners for promotions, and enhancing the store atmosphere to encapsulate a vibrant summer experience.
