Thailand, $2 billion rainbow tourism boom thanks to egalitarian marriage
Thailand has recently witnessed a significant surge in its tourism sector following the legalization of egalitarian marriage in June 2024. The policy, which grants equal rights to same-sex couples including marriage and legal recognition, has positioned Thailand as the first Southeast Asian nation to enact such a law. This legislative change has led to a substantial increase in interest among LGBTQ+ travelers worldwide, who view Thailand as a safe, welcoming, and progressive destination. Data from the Tourism Authority of Thailand indicates that the so-called “rainbow tourism” market is projected to generate approximately $2 billion in revenue within the first year of the law’s enactment.
The economic impact is reflected in increased bookings at hotels, resorts, and travel agencies catering specifically to LGBTQ+ clientele. Specialized wedding services, pride parades, and nightlife venues have also reported higher patronage and inquiries from international visitors. Many local businesses have adapted by introducing inclusive marketing campaigns and hosting events that celebrate LGBTQ+ culture. The Thai government and private sector are collaborating to expand infrastructural support and ensure a positive experience for rainbow tourists, aiming to solidify Thailand’s reputation as a premier destination for LGBTQ+ tourism in Asia..
Thailand, already celebrated as one of the world’s most popular tourist destinations, is preparing to reconfirm itself a benchmark for LGBTQIA+ tourism.. With the adoption of the egalitarian marriage, which will become law on January 22, 2025, will bring enormous economic benefits, estimated at $2 billion in additional annual revenue from rainbow tourism.
A first for Southeast Asia.
With this law, Thailand will be the first Southeast Asian nation to recognize same-sex marriage and the third in Asia, after Taiwan (2019) and Nepal (2023). King Maha Vajiralongkorn signed the legislation last Sept. 24, following Senate approval in June. This major step reformulates the country’s civil code, redefining marriage as a union between two individuals, regardless of gender.
In addition to granting LGBTQIA+ couples equal rights in inheritance, property, and adoption, the law provides for spouses to be eligible for tax breaks and to make medical decisions for their partners in case of incapacity. This inclusive framework reinforces Thailand’s image as a welcoming and progressive destination, attracting more and more LGBTQIA+ visitors.
Economic and employment impact
According to a study by Agoda, one of the most popular travel booking platforms, the introduction of egalitarian marriage could boost Thailand’s GDP by 0.3 percent within two years and create 152,000 new jobs, including 76,000 directly in the tourism sector. Over 4 million more international visitors are expected each year, with positive impacts on sectors such as hospitality, catering, transportation and entertainment.
The tourism revenue generated will be distributed mainly between accommodation ($700 million), dining ($400 million) and shopping ($400 million). These figures demonstrate how inclusiveness policies can act as an engine of economic growth, stimulating tourism and strengthening local economies.
An opportunity for marriage tourism
Thailand is already a popular destination for weddings and honeymoons, with cities such as Bangkok, Phuket and Chiang Mai offering ideal settings for unique celebrations. With the legal recognition of same-sex unions, the country could see a sharp increase in wedding tourism, attracting LGBTQIA+ couples from all over the world and particularly from neighboring nations where LGBTQIA+ rights are not guaranteed.
Pitichoke Chulapamornsri, Agoda’s marketing director and supporter of the Agoda Pride initiative, emphasized that this law represents “a huge step forward for equality and human dignity,” strengthening Thailand’s reputation as a safe and welcoming destination.
Thailand toward an even more inclusive future
The adoption of egalitarian marriage could pave the way for major events such as the WorldPride, which celebrates the visibility of the LGBTQIA+ community globally and has proven to generate significant economic benefits for host countries. With a growing tourist population seeking authentic and inclusive experiences, Thailand has an opportunity to consolidate its role as a leader in promoting civil rights.
According to Henry Koh, executive director of ILGA Asia, more than half of LGBTQIA+ travelers in the Asia-Pacific region have experienced discrimination while traveling. Thailand, with this law, positions itself as one of the few destinations that offers safety and inclusiveness to this community, strengthening its appeal in the international tourism scene.
