Thailand Launches LGBTQ+ Targeted Campaigns Following Legalization of Same-Sex Marriage

Pride Month Events Boost Thailand's 'Rainbow Economy'
Annual Revenue from LGBTQ+ Tourists Expected to Reach $2 Billion

Earlier this year, the Thai government, which became the first in Southeast Asia to legalize same-sex marriage, has launched LGBTQ+-friendly campaigns and marketing initiatives to boost the 'rainbow economy' in celebration of June, recognized as Pride Month and the month of LGBTQ+ rights.

According to local media outlets such as The Nation and the Associated Press on June 3 (local time), a variety of events themed around the 'right to love' will be held throughout the month of June in major cities across Thailand. In the capital city of Bangkok, Pride Month kicked off on June 1 with the largest Pride parade in the city's history. On that day, hundreds of thousands of LGBTQ+ individuals, citizens, and tourists marched through downtown Bangkok carrying a gigantic 200-meter-long rainbow flag symbolizing the LGBTQ+ community. Prime Minister Paetongtarn Shinawatra also participated in the march, holding a rainbow flag.

On the 1st (local time), participants in the LGBTQ+ parade held in Bangkok, Thailand, posed with a large rainbow flag. Photo by Reuters Yonhap News

This year's events were co-hosted by the Bangkok Metropolitan Administration, the Tourism Authority of Thailand (TAT), the Federation of Thai Industries (FTI), and Siam Piwat Group, Thailand's largest retail conglomerate. Organizers expect the events to generate an economic impact of 4.5 billion baht (approximately 189.9 billion won). A spokesperson for the Bangkok Metropolitan Administration emphasized, "Pride is not just a celebration," adding, "It reaffirms our commitment to respecting all identities and building a metropolis open to everyone."

The Thailand Creative Economy Agency has launched the 'My Pride Thailand' campaign to promote Thailand's identity as an LGBTQ+-friendly nation. This campaign delivers the message that Thai society is open, welcoming of diverse identities, and proud of its diversity, through characters that reflect various genders, ages, cultural backgrounds, and lifestyles.

Global market research firm Coherent Market Insights has projected that the global LGBTQ+-related travel market will grow from approximately $357 billion (about 491 trillion won) this year to $604.3 billion (about 833 trillion won) by 2032. The Thai government expects to benefit from this trend. The Nation explained that the Thai government's LGBTQ+-friendly policies are driving rapid growth in the 'rainbow economy' targeting this community, particularly in the tourism, entertainment, and lifestyle sectors.

There are also growing expectations that Thailand will establish itself as a new wedding tourism destination in the future. The Tourism Authority of Thailand anticipates that the legalization of same-sex marriage will increase the number of LGBTQ+ tourists by 4 million annually, with these visitors generating annual revenues of $2 billion (about 2.76 trillion won).