How Thailand Is Using AI to Tap into Gen Z’s Love for Spiritual Tourism

08.10.2024 - 07:35 / skift.com / Peden Doma Bhutia

Tourism Authority of Thailand has introduced an AI-driven initiative designed to boost spiritual tourism. “Mu Thua Thai Pai Kub AI” offers a modern twist on traditional astrology, aiming to personalize travel experiences.

The initiative, developed in partnership with private-sector tech firms, uses artificial intelligence to recommend spiritual and cultural sites tailored to tourists’ astrological signs and birth dates.

The app, set to launch by the end of 2024, will suggest everything from sacred temples and natural landmarks to local cuisine spots and traditional handicraft markets.

The initiative also includes a tarot card design contest, inviting students from Thai art schools to merge cultural creativity with fortune-telling. Winning designs will become part of the app’s offerings, reinforcing the local culture while engaging younger audiences.

The “Mu Thua Thai Pai Kub AI” initiative is part of a broader strategy by TAT to tap into what is being dubbed the “spiritual economy.” This strategy aims to turn Thailand’s rich heritage and belief systems into a unique selling point. The country’s faith-based tourism market was valued at THB 15 billion ($447 million) in 2023, an increase from THB 10.8 billion ($322 million) in 2019.

The global market is also growing, with faith-based tourism expected to reach $40.9 billion by 2033, according to Future Markets Insight.

But the appeal of Thailand’s spiritual tourism isn’t just for domestic travelers. The country also gets visitors from neighboring countries like Laos, Vietnam, Malaysia, and China.

Last year, Thailand launched an e-book “Connecting to Spiritual Thailand: A Guide to 60 Powerspots” to foster understanding of everyday Thai religion among foreigners.

The Tourism Authority of Thailand also organised an event last year promoting 12 spiritual tourism routes throughout the country.

While spiritual tourism has always been part of Thailand’s appeal, younger generations are embracing it like never before.

Generation Z is driving a surge in demand for faith-based experiences. A survey by marketing company Hakuhodo International Thailand found that over 88% of all Thai generations hold beliefs in the power of sacred objects, but it’s Gen Z that’s pushing this interest into the digital space.

These youngsters often discover spiritual products — like deity-themed phone wallpapers, lucky charm bracelets, and gemstone necklaces — through social media.

Social media platforms like TikTok and Instagram have played a significant role in making spirituality cool again. Influencers share their experiences at sacred sites or review astrology apps, turning faith-based travel into a trendy pastime.

Thailand’s spiritual tourism boom has spurred the rise of