A study by digital travel platform Agoda has revealed that Thailand’s landmark marriage equality legislation is set to deliver an additional 4 million international visitors per year and increase tourism revenues by nearly USD 2 billion annually, within two years after it is enacted.

In a press statement, Agoda says that its study, The Economic Impact of Marriage Equality on Thailand’s Tourism Industry, measures the projected economic opportunity presented by Thailand’s move to adopt marriage equality from  January 22, 2025. 

Agoda says that as the first jurisdiction in Southeast Asia to legalise same-sex marriage, and Asia’s third after Taiwan in 2019 and Nepal last year, the initiative positions Thailand to capture a larger slice of the global rainbow tourism market, valued at over USD 200 billion each year.

The report also quantifies the projected trickle-down benefits of the legislative move to the wider Thai economy, estimating that, within two years, the influx of an additional 4 million international visitors annually could boost tourism receipts by approximately USD 2 billion each year, of which, around USD 700 million would go to accommodations, USD 400 million each to food and beverage services, and retail spending, USD 200 million to domestic transportation, with USD 200 million across other areas including entertainment and medical services.

Agoda adds that it could also support an additional 152,000 FTE jobs, 76,000 directly within the tourism industry and a further 76,000 across the broader Thai economy and lift Thailand’s Gross Domestic Product (GDP) by 0.3 pc. 

While Thailand is already established as a leading tourism destination, this legislative development is set to bolster its appeal to LGBTQIA+ tourists seeking welcoming destinations, especially as travellers worldwide demonstrate an increasing preference for diversity-driven and inclusive travel experiences. 

Timothy Hughes

Agoda adds that as only the third market within Asia to introduce marriage equality, Thailand is poised to become a regional hub for LGBTQIA+ couples from neighbouring countries who are seeking to celebrate their union in a country that recognises same-sex marriage. With many cities in Thailand already established as prominent destination wedding venues, the marriage equality legislation could also boost Thailand’s wedding industry, along with positive contributions into related sectors like hotels, catering, and entertainment.

“The LGBTQIA+ community is a powerful economic force with a strong appetite for travel. While already a popular destination for LGBTQIA+ travellers, this move is expected to further solidify Thailand’s reputation as an inclusive holiday option. At Agoda, we are excited to see the substantive economic impact that the influx of travellers will have on local businesses and communities. We will continue working with our local partners to deliver exceptional travel experiences for this community,” says Timothy Hughes, Vice President of Corporate Development, Agoda and Executive Sponsor, Agoda Pride.

Drawing from dialogue with key industry players including Bangkok Pride, the report also highlights how the benefits of this bill could set the stage for future large-scale opportunities such as WorldPride, an event that promotes visibility and awareness of LGBTIQIA+ issues on an international level, which have proven to provide a substantial boost to LGBTQIA+ tourism and spending for host countries. 

Henry Koh

“The unfortunate reality is that more than half of LGBTQIA+ travellers from the Asia Pacific region have experienced some sort of discrimination while travelling, making safety a key consideration for them as they travel. By enacting this pivotal legislative change, Thailand is establishing itself as a secure and preferred destination that can provide them with the otherwise unavailable opportunity to conduct a destination wedding, for example,” says Henry Koh, Executive Director, International Lesbian, Gay, Bisexual, Trans and Intersex Association (ILGA) Asia. 

The statement adds that a leading public policy consultancy, Access Partnership calculated the report findings through an analysis of countries that have enacted marriage equality laws. This analysis revealed an average increase of approximately 10 pc in international visitor arrivals two years after the legislation came into force.

Agoda says that other studies also indicate that tourists are more likely to visit countries that support LGBTQIA+ rights, with 43 pc of LGBTQIA+ travellers cancelling trips when they perceive a destination as unsupportive of LGBTQIA+ rights.