As Khun Chattan retires, he reflects on his 37-year career, evolving Thai tourism and promoting authentic, sustainable travel experiences.
As Khun Chattan Kunjara Na Ayudhya prepares to retire after an illustrious 37-year career with the Tourism Authority of Thailand (TAT), his name has become synonymous with the international marketing of Thailand. Over 37 years he has witnessed the evolution and resilience of Thai tourism. In a candid conversation with Trends host David Barrett for episode 43, Khun Chattan reflects on his journey and the profound transformations he has witnessed in both Thailand and global tourism.
“Thailand is resilient and always bounces back after a crisis,” Khun Chattan begins, as he recalls the various highs and lows that have shaped the industry. From the Asian financial crisis of the late 1990s, to the more recent challenges of the global pandemic, Thailand has continually redefined its position as one of the world’s most sought-after destinations. For Khun Chattan, the essence of Thailand’s appeal lies not only in its landscapes or beaches but in its people.
“The Thai people are what make Thailand special,” he says. Central to that charm is a cultural philosophy of “sanook“—the concept of having fun, a way of life that permeates everything from daily interactions to the travel experience itself. Despite modern developments, Thailand remains the “Land of Smiles,” an enduring brand built on warmth, hospitality and human connection.
Khun Chattan’s tenure at TAT has been marked by a forward-thinking approach, embracing digital transformation while holding fast to the country’s cultural roots. “The world is going sustainable and digital,” he acknowledges, noting how critical it is for Thailand to integrate digital solutions, such as AI-driven chatbots and influencer marketing, without losing the irreplaceable human touch that defines the Thai experience.
When asked about the growing concerns of over-tourism, especially as the nation targets 50 million arrivals, Khun Chattan takes a pragmatic stance: “The goal isn’t just about the number of tourists but about the quality of their experience.” He emphasizes that Thailand’s future lies in fewer, higher-spending visitors. “A higher tourist spend is more important than counting arrivals,” he insists, reinforcing the idea that authentic, sustainable travel experiences, whether it’s a spiritual retreat in Chiang Mai or an eco-tour in Phang Nga, are key to the industry’s longevity.
Reflecting on his career milestones, Khun Chattan is characteristically humble. While he and TAT have earned numerous accolades during time with TAT, it’s the smaller, more intimate moments, like those spent connecting with local communities and fostering dialogue with partners, that resonate the most for him. After all, tourism is built on relationships.
His journey with TAT began in the mid-1980s, fresh from earning a master’s degree in the United States. At his father’s suggestion, he applied for a position at TAT, then a much smaller government agency “It has been a fun, positive, and rewarding journey,” he shares, with an unmistakable sense of gratitude. His career, which saw him based in destinations as diverse as Sydney and New York, has been punctuated by his deep commitment to fostering tourism in Thailand’s emerging markets, including India, Central Asia, and, of course, China – Thailand’s current top source market with a target of 8 million visitors this year.
The shift in tourist demographics is something Khun Chattan has observed closely. “Thirty years ago, the UK and Germany topped tourist arrivals,” he notes. “Now, it’s Asia’s turn.” While Western markets remain crucial, especially for their longer stays, the new influx of Asian visitors, many of whom are digitally connected and love to shop, are reshaping Thailand’s tourism landscape. Gone are the days of group coach tours dominating the scene. Today’s travellers are independent, well-informed, and guided by online content, often influenced by key opinion leaders (KOLs) and social media influencers.
“We work with influencers all the time,” Khun Chattan explains, underscoring the power of KOLs with millions of followers who can directly impact a destination’s appeal. It’s a strategy that TAT plans to expand upon, outsourcing digital expertise while focusing on the uniquely human aspects of the Thai experience.
When cheekily asked which destination he would choose to visit personally, and wishing to stay neutral of Thai destination choice, Khun Chattan diplomatically opts for Australia, where he spent a memorable chapter of his career with TAT’s Sydney office. The ties he formed during that time remain dear to him, and his children even grew up in Australia, making it a special place in both his personal and professional life.
As he looks toward retirement, Khun Chattan plans to continue travelling but will still call Bangkok his home base. “I’ll still move around the country and go overseas for both work and leisure,” he says, signaling that his passion for travel remains unwavering. And what advice does he have for his successor? “Work hard and have fun,” he offers, with a smile. “Tourism is a fun business that promotes happiness. People go on holiday because they want to be happy, and that’s what has motivated me to stayed in this industry for nearly four decades.”
With his remarkable career with TAT coming to a close, Khun Chattan leaves a lasting legacy, not just in numbers or accolades, but in the millions of joyful experiences he has helped facilitate. As Thailand looks to its future in tourism, it does so with the firm foundation that Khun Chattan has so thoughtfully helped build.
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David Barrett is a MICE Consultant, Marketing Strategist and digital video advocate. Founder of DBC Group, Member of Institute of Place Management (MIMP) his motto is “Everybody has a story to tell. Let me tell yours.”
David is a long-term resident of Bangkok having lived and worked in the Thai capital for more than 32 years. He is recognised in the Thai tourism and hospitality industry for his passion for promoting Thailand, his love of Thai food, and his creative approach to marketing.
64 years young, David is a Brit in Bangkok. Born in St Helier, UK, he returned to the UK and set up home in Cornwall during the COVID pandemic. With business back as usual, David has returned to Thailand. He’s a man on a mission to interview leaders and trend-setters in business, sustainability, the arts and entertainment. You can watch his weekly conversations on Trends YouTube channel.
