Beach resorts in Thailand are now as expensive as a nightly stay in southern European countries

And with the increasing focus on Asian travellers, Europeans have disclosed that they feel less welcome in the country

Bird’s eye view of Angthong National Marine Park, Koh Samui, Suratthani, Thailand.

Bangkok Post cited a report published by international travel website Skift, which reveals popular beach resorts in Thailand charging the same amount for a nightly stay in Greece, Italy, Spain, and Turkey, making it more difficult to attract European travellers.

Skift interviewed Europe-based tour operators for the study who shared that most of their clients were worried about the overdevelopment of tourist destinations in Thailand.

Some even expressed their worries around the increasing focus given to Asian travellers, particularly Chinese, leaving their clients to feel unwelcome.

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In Koh Samui, Koh Phangan, and Koh Samet, a one night stay in a five-star resort, including American breakfast, costs USD500, revealed the oldest and most established tour operators in Thailand Diethelm Travel Group.

The charge per night is the same as a five-star beach resort in Greece, Italy, and Spain, but is more expensive compared to USD350 nightly rate in Turkey.

Diethelm also acknowledged that the rates for four-star beach hotels in Thailand showed a similar pattern.

Over the last five years, the price of a vacation in Thailand rose by 30 percent because of the inflation rate and appreciation of the local currency, according to Stephan Roemer, Diethelm CEO.

Regardless of the local currency’s appreciation, “many Thai hotels have raised rates as they can count on Asian first-timers and repeat visitors to continue to flock to Thailand,” Skift further revealed.

The focus on Asian travellers, however, has become an issue for upmarket European guests.

“Some of the hotels have shifted their guest mix and sell a bigger percentage to the Chinese market. So the atmosphere in the hotel can change to the point where clients tell us they will not go back. This is a very important issue,” said the general manager of Zurich-based tour operator Asia365 Ruth Landolt.