LGBTQIA+ community emerges as Thailand’s new economic powerhouse

[Gaybutton]

LGBTQIA+ community emerges as Thailand’s new economic powerhouse, generating over THB 152 billion

The study projects an influx of 4 million LGBTQIA+ tourists, contributing 152 billion baht and raising Thailand’s GDP by 0.3%

by THE NATION

April 29, 2025

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.

3. Family Planning & Parenthood

* 54% plan to have children within 2 years of marriage, especially lesbian Gen Z.
* 12.9% intend to use reproductive cell banks.
* Popular fertility options include: IVF (300,000–500,000 baht), surrogacy (1–2.5 million+ baht), adoption (5,000–10,000 baht).
* Planned child-related expenses typically fall between 500,000–1,000,000 baht.

4. Housing & Financial Planning

* 54% plan to buy property, mainly detached houses (79.1%) or moving in with partners (20.9%).
* Average budget: 3–5 million baht.
* Lesbian Gen Z shows high interest in condos (44%), while gay Gen Z prefers detached houses.
* 86% seek mortgage rates under 5%, though some accept up to 10%.
* Financial priorities differ: Lesbians focus on home ownership, gays on vehicles, and others on retirement and gender-affirming procedures.

5. Health & Insurance

* 48.6% spend 10,000–30,000 baht annually on insurance.
* Gay Gen Y: Highest demand for health insurance.
* Lesbian Gen Y: Prefer life insurance with designated beneficiaries.
* Gay Gen Z: Travel insurance is most in-demand.
* Lesbians (8.7%) show more interest in gender-affirming surgery than gays (3.5%).
* Mental health, sexual wellness, and general check-ups are also important.

6. Consumer Behavior & Brand Attitudes

* 77% prioritize price and quality when choosing products/services.
* Gay Gen Y: Quality over price.
* Lesbian Gen Y: Brand image is more influential.
* Others Gen Y: 61% are highly price-sensitive.
* 23% value brand experience, especially legal support, family planning, and LGBTQIA+-friendly healthcare.
* Lesbian Gen Z leads in dating activity (77.8%), spending 2,000–5,000 baht/month, with 22.46% spending over 5,000 baht/month on dates.

https://www.nationthailand.com/news/general/40049355

[Dodger]

It's been my experience that when sources claim to have completed "Study's" based largely on survey results they always include a description of the survey sample size and scope of the survey, especially when the Study includes conclusions drawn from these surveys like the one we're reading about now

Study's that don't even mention where they received the information are usually not worth the paper they're printed on.

All marketing hype IMO. And the numbers they're projecting are in the twilight zone.

[Gaybutton]

And the numbers they're projecting are in the twilight zone.

Even if those numbers are accurate, so what? If some sort of purpose is served by knowing that information, I fail to see it.

I wonder how much money was spent on this project? Where is Senator William Proxmire and his "Golden Fleece" awards when you need him?

[Dodger]

....... If some sort of purpose is served by knowing that information, I fail to see it.

Putting a creative spin on anything that generates interest with travelers is something that TAT does often. They'll try anything!

[Jun]

* 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.

This does not add up. An annual travel budget of 50,000 baht buys your flight to Thailand & perhaps 2~3 days in a budget hotel, with enough money to eat, but not enough to, er, do anything exciting.

No private villas.

There are lies, damned lies and TAT surveys.

[Gaybutton]

This does not add up. An annual travel budget of 50,000

That one raised my eyebrows too. For an average of 50,000 baht, travel to where - and from where? And do what when you get there? And not only do people have to travel to their destination, but travel again to return home.

Even if all their numbers are somehow accurate, again so what? I fail to see the point. If the LGBTQ community is making a significant contribution to Thailand's economy, and I believe at least that part is true, why all these figures? What's wrong with simply saying so, acknowledging the importance of our contribution, and just leaving it at that?

The rest of it is my idea of a "who cares?" I'll have to admit I have not been losing any sleep worrying about whether gays and lesbians are more interested in houses or condos . . .

[Jun]

The other question is how do they collect the data ? If it's collected, rather than fabricated.
If asking people, there are all sorts of problems about sampling and whether or not people tell the truth. Given the tendency of government departments to extract tea money, I would tend towards understatement of any wealth.

The whilst TAT have ideas about promoting gay travel, the local authorities have different ideas. Remember when the Pattaya brown shirt mafia closed all the bars in Jomtien due to covid, whilst allowing a very loud and crowded straight bar to be open within earshot of their HQ in Pattaya ?

[Gaybutton]

Personally I do not hold with the idea of accusing individuals or agencies of trying to extract tea money without any proof and based on no concrete evidence to support the accusation.

In my opinion, tea money really does account for much of what takes place, proof or not. Some things are simply obvious. However, in the case of this "research" I don't see what TaT or Mahidol University has to gain from this. I'm glad at least someone and some entities are taking notice of the fact the the LGBTQ community is a positive and significant contributor to Thailand's economy, but I don't understand the purpose of most of these "research" questions.

Who was doing this "research"? And why? Who came up with these questions? Who did they interview and how did they decide upon who to interview? Does anyone reading this care about or have ever even thought about the questions answered by this "research"?

The LGBTQ community does play a significant role in Thailand's economy and It is gratifying to see Thailand's tolerance and acceptance of us, especially compared to the many countries that not only reject us, but shun and punish us. In my opinion, that is enough.

[Jun]

In my opinion, tea money really does account for much of what takes place, proof or not. Some things are simply obvious. However, in the case of this "research" I don't see what TaT or Mahidol University has to gain from this.

I'm not accusing TAT or Mahidol University of taking bribes.
On the other hand,if TAT ask me questions about my income, I shall tend to understate it. They're an extension of the Thai state and other parts of the Thai state certainly like tea money. I wouldn't like them to think I have money.

On the other hand, if you asked me what incentives TAT have to ensure the data they collect and publish is accurate, I would answer "none whatsoever".

[Gaybutton]

On the other hand, if you asked me what incentives TAT have to ensure the data they collect and publish is accurate, I would answer "none whatsoever".

That all too often does seem to be the case. Of course "truth" and "advertising" are perfect examples of oxymorons in just about any advertising. I'd say the moron that believes advertising is absolutely truthful is no smarter than an ox . . .