Thailand’s second-tier cities gets a boost in tourism

Travellers are venturing beyond the capital city of Bangkok and flocking towards Thailand’s secondary cities for leisure, Grab data shows.

This is in line with the Tourism Authority of Thailand’s (TAT) efforts to boost tourism in secondary cities.

In 2023, Grab saw a 139 per cent increase in the number of rides among foreigners in Thailand compared to the previous year, largely due to the post-pandemic travel recovery.

The top international users hailed from Singapore, Malaysia, Vietnam, Indonesia and China. Notably, the number of Chinese users grew the most, up 171 per cent in 2023 from the previous year.

(Read more: Grab’s new traveller features target the upcoming tourist boom)

Tourists were also more willing to spend on comfort and convenience. The number of GrabCar Premium rides had doubled in 2023 compared to the previous year, largely due to increased usage among international users. 

Thailand’s second-tier cities gain popularity

The use of Grab’s ride-hailing services in the 10 secondary cities, which local authorities have identified as potential major tourism spots, had doubled in 2023 compared to the previous year. 

Grab data showed that Kanchanaburi, which is located West of Thailand, saw the highest growth rate in terms of tourist numbers, with travellers eager to visit the JJ Night Market and the Tiger Cave Temple (Wat Tham Sua). This is followed by Lampang, known for its horse-drawn carriages and temples, as well as Trang—the gateway to beaches and islands. 

Popular things to do in Bangkok

Still, Bangkok continues to be a highly sought-after destination, with tourists drawn to the vibrant shopping scene and bustling night and weekend markets.

Shopping malls Central World and Iconsiam claimed the top two spots, according to Grab data on top destinations. 

This is followed by Khaosan Road—a street that is lined with street vendors by day and bars and restaurants by night— and Chatuchak Market as well as night market JODD Fairs. 

The top three most visited restaurants by Grab foreign users were also from Bangkok: Jeh O best ​​known for irs Mama Noodles Tom Yum, HereHai for their crab fried rice and Jay Fai, the street side eatery that was featured on Netflix’s Street Food series. 

Meanwhile, ‘Muay Thai’ or Thai kickboxing has gained popularity among international visitors, especially those from the United States, France, and England. More people are headed to the Rajadamnern Stadium to catch live Muay Thai matches. In 2023, the number of rides booked by Grab’s foreign users to and from the Rajadamnern Stadium nearly quadrupled.

Easy ride from Thailand’s airports

International travellers to Thailand now have more transport options when they arrive at local airports with ride-hailing apps emerging as the alternative and go-to choice. 

Last year, the use of ride-hailing services among travellers at the Suvarnabhumi Airport in Bangkok doubled. Additionally, Grab usage at Chiang Mai and Phuket airports rose by 50 per cent within a month after Grab officially launched its pick-up and drop-off areas there. These designated zones can help travellers identify authorised vehicles for their journey and get a ride promptly.