Tourism Promotion Strategies for Long-Term Resident Foreigners in Chiang Mai to Enhance Tourism in The Next Normal

Abstract

This research aims to 1) analyze the current conditions of long-term stay tourism in Chiang Mai in the context of the “Next Normal,” and 2) propose tourism promotion strategies for long-term resident foreigners in Chiang Mai enhance tourism in the next normal. This is a qualitative research study. Data were collected through in-depth interviews and focus group discussions with foreign residing long-term in Chiang Mai, and stakeholders involved in the promotion of long-term stay tourism. A total of 10 participants were involved in the study. The data were analyzed by using SWOT analysis and the TOWS Matrix to synthesize strategic approaches for enhancing long-term stay tourism in Chiang Mai.

The analysis of the current situation revealed that 1) Chiang Mai has prominent point in cultural, traditional heritage, tourist attraction, diverse tourism experience and the transportation route in Chiang Mai that connect to various destination. 2) the major issues in Chiang Mai is the inefficiency of its public transportation system and transport routes are inefficiency.  3) Obstacles for foreign residents in Chiang Mai showed the processing time of VISA. Moreover, government policies to promote long-term residency remain unclear. Additionally, the tourism sector is facing ongoing challenges in adapting to the "Next Normal" context, which continues to impact the sustainability and attractiveness of long-term tourism. 4) There are emerging opportunities to support long-term residency in Chiang Mai, such as the introduction of the Long-Term Resident (LTR) Visa, and the recent adjustments to the application criteria for the 10-year long-term visa program.

The strategic framework for promoting long-term stay tourism among foreign nationals in Chiang Mai consists of four strategies including: Promoting cultural, traditional, and lifestyle-based tourism unique to Chiang Mai, in order to enhance the province’s identity and appeal as a cultural destination, Encouraging long-term tourism and residence among foreign nationals by improving services, facilities, and support systems tailored to the needs of long-stay visitors, Developing information technology infrastructure and transportation networks to increase accessibility, convenience, and digital engagement within the province and Advancing tourism development in accordance with the “Next Normal” paradigm, focusing on sustainability, safety, and adaptability to future challenges in the tourism sector.