BANGKOK: The Thai tourism industry expects the new direct flight between Kuala Lumpur and Chiang Mai to help the country attract more than 5 million Malaysian tourists this year.

The Vietnam News Agency reported that Malaysia Airlines' inaugural flight MH772 took off from Kuala Lumpur on Thursday (Aug 15), marking the start of five weekly services on the route, using a Boeing 737-800 aircraft with a capacity of 297 passengers.

Thapanee Kiatphaibool, governor of the Tourism Authority of Thailand, expressed her enthusiasm for the new route, stressing that direct flights between two major cities in Southeast Asia will greatly enhance travel convenience for Malaysian tourists.

She said the launch of the new direct flight is part of the TAT's strategy to expand the premium tourism market by working with the airline network, with the aim of positioning Thailand as an Asean tourism hub.

Thapanee said the TAT is keen to tap into the growing market in Malaysia, which is known for its high spending power and repeat visitor volume.

According to Thai authorities, 80% of Malaysian tourists to Thailand are independent travelers, and 69% of them return multiple times.

Their favorite activities include experiencing Thai cuisine, enjoying spa treatments, exploring historical sites and enjoying beach holidays.

This year, Thailand received more than 3 million Malaysian tourists, an increase of 27.65% over the same period in 2023.

The Tourism Authority of Thailand said it remains committed to further boosting visitor numbers through targeted marketing campaigns and working closely with industry partners