Case 8: The Use of Virtual Reality in Thailand’s Destination Marketing: A Case Study

The COVID-19 pandemic negatively affected Thailand’s tourism industry as the country experienced a drastic fall in international arrivals from 2020 to mid-2022. Tourism activity has gradually recovered as travel restrictions have eased and international borders have reopened. The sustained growth in Thailand’s tourism services is due to the country’s impressive natural beaches, its islands, and its rich cultural heritage. To capture the next generation of tech-savvy visitors to Thailand, the Tourism Authority of Thailand has introduced virtual reality tours that provide visitors with an immersive, three-dimensional experience. Although virtual tours create many opportunities to enhance the tourism experience, their use as a part of a promotional strategy complements rather than substitutes for physical travel. This case study evaluates the use of virtual reality in destination marketing and analyzes the potential opportunities to use this emerging technology in Thailand, “The Land of Smiles.”