3-7-2023 (BANGKOK) Gender diversity is gaining traction worldwide as the LGBTQ community continues to expand, particularly among Generation Z. Recent data from LGBT Capital, an asset management company focused on the sector, reveals that individuals identifying as LGBTQ now make up 5-10% of the global population.
Thailand, in particular, has seen a significant rise in the number of LGBTQ individuals, with an estimated 3.6 million in 2019. Demonstrating their unity and support, massive crowds joined Pride Month parades held in Bangkok this June.
This growing LGBTQ community has also spurred more businesses to embrace gender equality. Tourism operators, in particular, are eager for Thailand to become a sought-after LGBTQ destination for both local and international tourists.
A study conducted by LGBT Capital highlighted the lucrative nature of the LGBTQ tourism segment in Thailand. In 2019, the country’s LGBTQ tourism revenue reached an impressive $6.5 billion, accounting for 1.23% of the country’s GDP. Thailand surpassed the regional average, leaving neighboring countries struggling to capitalize on this market due to either neglect or the implementation of anti-LGBTQ policies.
Paul Thompson, the founder of LGBT Capital, recognized the immense potential of LGBTQ-friendly countries like Thailand in the post-pandemic era. Factors such as China’s reopening and Thailand’s push for marriage equality have contributed to the market’s growth.
Chuwit Sirivejkul, the regional director of marketing for East Asia at the Tourism Authority of Thailand (TAT), emphasized the importance of LGBTQ tourists as a “high-quality segment.” These visitors tend to spend more on meaningful experiences and face fewer financial constraints since they often don’t have children.
To cater to LGBTQ tourists, TAT has undertaken various initiatives. The “Go Thai Be Free” campaign, which has run for over a decade, promotes Thailand as a destination where LGBTQ individuals can proudly express themselves and feel safe. Additionally, the country hosted an LGBTQ travel symposium in 2018 and launched an LGBTQ soft power campaign centered around the “Boy Love” drama series, aimed at boosting tourism.
However, despite Thailand being known as an open-minded society, some operators and business owners within the tourism industry still lack a complete understanding of gender diversity and how to properly treat LGBTQ individuals. Wittaya Luangsasipong, the founder of Siam Pride, an LGBTQ-focused travel agency, expressed concerns that LGBTQ travelers worry about encountering homophobia or discrimination. To address these concerns, Siam Pride ensures LGBTQ-friendly services, employing LGBTQ tour guides and vehicle drivers who are allies of the community. The agency’s staff is knowledgeable about LGBTQ-welcoming places in Thailand, including nightlife venues, coffee shops, and hotels.
While Mr. Wittaya noted a growing number of LGBTQ-friendly operators, he believes it is crucial for authorities to help connect potential local operators with the demand, rather than leaving the task solely to the private sector.
Advocates argue that before Thailand can truly be considered a friendly destination for all, LGBTQ-related laws must be reformed. Vitaya Saeng-Aroon, the director of Diversity in Thailand, an organization promoting gender diversity in the business sector, highlighted that many LGBTQ visitors were surprised by the absence of legal rights, such as same-sex marriage, in the country. This deficiency could hinder the promising LGBTQ tourism market, particularly among those who prioritize human rights and equality.
In a bid to host the international event WorldPride in 2028, Bangkok is striving to enhance LGBTQ visibility. Vitaya Saeng-Aroon stressed the urgent need for Thailand to reform various laws and compete with other candidate cities, as the licensor InterPride considers host cities based on their laws and social readiness. Suggestions include introducing new laws that allow gender recognition and enable transgender individuals to change their titles and genders on official documents.
Moreover, Mr. Saeng-Aroon highlighted that LGBTQ consumers are well-informed and discerning, recognizing when brands and corporations merely use gender equality for marketing purposes without truly embracing LGBTQ rights.
Pheu Thai, one of the coalition parties seeking to form a new government, is committed to improving the quality of life for the LGBTQ community and promoting LGBTQ tourism. Their proposal for an “Equal Marriage Bill” aims to legalize same-sex marriages and ensure the safety of same-sex foreign couples visiting Thailand. Additionally, the party plans to develop new creative spaces, including museums, art galleries, and libraries that showcase LGBTQ culture and knowledge.
The party’s efforts extend to supporting sex workers and transgender individuals employed in the night entertainment industry, aiming to provide job security and welfare benefits. Moreover, they aim to establish Thailand as a destination for gender reassignment surgery, offering affordable prices and high-quality services, combined with post-surgery tourism activities.
To make Thailand a truly LGBTQ-friendly city, Bangkok’s private sector and government have collaborated to organize various pride celebrations. Co-hosted by the Bangkok Metropolitan Administration (BMA), events like Bangkok Pride and Naruemit Pride have received significant support. Sanga Ruangwattanakul, president of the Khao San Business Association, expressed optimism, stating that Thailand is prepared to welcome LGBTQ visitors, given its vibrant nightlife and international appeal.
The BMA, which is actively pursuing LGBTQ equality as part of its WorldPride bid, hopes to collaborate with the new government in legalizing LGBTQ-related rights and making Bangkok an inclusive city for all.
Vitaya Saeng-Aroon believes that the authorities should support pride parades across all provinces in Thailand, incorporating unique regional cultures into each presentation to attract more visitors and stimulate the local economy.
The popularity of Thailand’s Boy Love dramas and other media content featuring LGBTQ characters indicates the country’s acceptance of gender diversity. Over the past decade, the Tourism Authority of Thailand (TAT) has organized numerous events, enabling fans across Asia, where this type of content has a strong following, to meet their favorite stars.
Kajorndet Apichartrakul, the director of the TAT’s Tokyo office, emphasized how entertainment has successfully engaged Japanese travelers with Thailand, particularly during the pandemic. However, Japanese fans tend to spend less on average compared to other Asian markets, which are more inclined to purchase tour packages and merchandise to support their favorite actors. To attract more visitors, TAT aims to curate products aligned with their interests, such as new attractions or food featured in dramas, while also encouraging longer stays.
Pakaporn Phongaraya, an organizer of the LGBTQ event LiLiKA+, believes that Thailand has enormous potential for LGBTQ content due to the increasing number of LGBTQ consumers and investor demand. While Thai publishers are receptive to such content, with an abundance of stories being published on social media and online platforms, more government support is required to address low pay and lack of welfare benefits faced by creative workers.
Mr. Phongaraya recommended the implementation of a mechanism that ensures workers’ rights and offers subsidies to encourage creativity.
