Speaking after a virtual meeting of 80 operators, airlines and ground handlers to Thailand, the Tourism Authority of Thailand’s UK and Ireland director, Khun Chiravadee Khunsub said 100% had agreed a price strategy was not the way forward.

She added: “Given that demand will be slow to return and hotels, for example, will be operating at a lower capacity to adhere to new healthy guidelines and provide ‘social distancing’ comfort to guests, it isn’t financially viable to cut prices and suppliers should provide quality services at a reasonable price. 

“I think most customers will understand that holidays might come at a premium price in return for a more comfortable experience.”

In Q3, TAT will reactivate marketing with a mix of TV, PR and co-operative strategies aimed at raising awareness of Thailand as a winter sun destination and inspiring consumers to book travel for Q4 into 2021.

TAT’s Friends of Thailand Roadshows are still scheduled to take place in September in Birmingham, Bristol and Southampton.

“Thailand’s peak season is November to March and we are optimistic we can welcome back around 50% of our usual visitor numbers during this period,” added Khunsub. 

TAT has signed two-year strategic deals with a number of key operators, both mainstream and upmarket that it believes will deliver “a steady and consistent return to previous tourism arrivals and receipts”.