BANGKOK – More than 5.9 million LGBTQIA+ individuals—about 9% of Thailand’s population—are emerging as a “new economic powerhouse,” expected to generate over 152 billion baht in revenue, according to new research from Mahidol University’s College of Management (CMMU).

Prasert Thanatchoktawee, advisor to the marketing program at CMMU, shared findings from the study “Love Wins Marketing: Decoding LGBTQIA+ Consumer Insights in the Era of Marriage Equality,” revealing that with the Equal Marriage Act taking effect earlier this year, Thailand’s LGBTQIA+ population will play a significant role in boosting the economy.

The study projects an influx of 4 million LGBTQIA+ tourists, contributing 152 billion baht and raising Thailand’s GDP by 0.3%. Additionally, Thailand ranks in the top quartile of LGBTQIA+-friendly travel destinations among 213 countries, further fueling this growth.

Key insights from the study:

1. Marriage & Partnership

• 56.1% of LGBTQIA+ individuals want a wedding ceremony.
• 48.7% prefer hosting at hotels, especially 64.9% of Gay Gen Z.
• Medium-sized weddings (50–100 guests) are most popular (54.4%), with average budgets between 300,000–500,000 baht.
• Notably, 4.7% plan to spend over 1 million baht, mostly Gay Gen Z.

2. Travel & Honeymoon

• 51.8% plan to take a honeymoon after marriage.
• 35.2% of lesbians, especially Gen Y, favor Asia (46.9%) for honeymoons.
• Preferred accommodations: Private villas (40.6%), luxury hotels (31.3%).
• Annual travel budget averages 20,000–50,000 baht, with gay Gen Y being the highest spenders.
• 54% of gay Gen Z prefer using travel agencies for honeymoon planning.

Asia News Network/The Nation