The Tourism Authority of Thailand (TAT) is concerned the lingering economic downturn in Europe will affect tourism arrival and revenue targets this year.
The Greek crisis continues to affect the EU, and euro-zone finance ministers have agreed to extend Greece's current bailout by four months.
On the other hand, the baht is stronger than the currencies of rival countries in Southeast Asia. The exchange rate now stands at 36 baht to the euro.
TAT executives will meet tomorrow to review marketing strategies and discuss ways to deal with the European crisis. One strategy is to shift to focus to the Middle East and Muslim-dominated countries such as Indonesia and Malaysia, as their tourists travel and spend more. The TAT is also promoting Thailand by organising a video contest showcasing classical dance, garland-making, food and Thai boxing.