Visa has entered a year-long collaboration with ASIATIQUE The Riverfront Destination, one of Bangkok's largest open-air lifestyle and shopping complexes, to strengthen Thailand's appeal among high-spending international visitors. The partnership, which runs through 30 April 2027, brings more than 150 merchants into the Visa Destinations Thailand programme, offering curated experiences across dining, shopping, attractions, and entertainment.
The initiative is part of Visa's broader strategy to connect travellers with distinctive local experiences while boosting economic returns for small and medium-sized enterprises. According to Visa's proprietary analysis, affluent travellers spend 3.5 times more on cross-border transactions than mainstream tourists, with particular emphasis on dining, entertainment, and local discovery. By aligning with ASIATIQUE, Visa aims to channel this spending toward Bangkok's riverside retail and leisure hub.
Targeting the high-value traveller
Anthony Watson, Country Manager of Visa Thailand, underscored the shift from simply counting arrivals to creating meaningful value for the tourism ecosystem. "Our partnership with ASIATIQUE The Riverfront Destination builds on that momentum," he said, adding that the goal is to connect high-value travellers with local businesses that can deliver authentic experiences.
Michael Hariz, Chief Commercial Business Officer at Asset World Corp, which owns and operates ASIATIQUE, noted that the collaboration provides exclusive privileges to international visitors while giving tenants access to a more affluent customer base. "This partnership enhances the overall experience for travellers and supports our merchants in capturing a higher share of wallet," he explained.
Visa cardholders will receive tangible benefits, including a "Buy 2, Get 1 Free" offer at Jurassic World: The Experience, a major attraction at ASIATIQUE, as well as dining discounts at selected restaurants within the complex. These perks are designed to encourage longer dwell times and repeat visits.
The move aligns with Thailand's broader tourism recovery strategy, which has increasingly focused on attracting quality visitors rather than sheer volume. The Tourism Authority of Thailand has set ambitious targets for 2026, and partnerships like this one are expected to play a pivotal role in meeting those goals.
For travel professionals, the collaboration signals a growing trend of payment networks and destination management companies joining forces to create value-added propositions. Similar initiatives have been seen in other markets, such as Agoda's tech-driven partnership with the Singapore Tourism Board, which leverages data and digital tools to enhance traveller experiences.
ASIATIQUE, located on the Chao Phraya River, has become a key stop for international tourists, offering a mix of boutique shops, restaurants, and cultural performances. Its integration into Visa Destinations Thailand is expected to increase footfall and drive incremental spend, particularly among travellers from North America, Europe, and the Middle East.
The partnership also reflects a broader industry push toward experience-led travel, a segment that has shown resilience even amid economic uncertainty. As destination marketing campaigns increasingly focus on unique events and local culture, payment incentives are becoming a critical tool for converting interest into bookings.
For hoteliers and tour operators, the Visa-ASIATIQUE tie-up offers a model for how to bundle experiences with payment benefits to attract premium clients. It also highlights the importance of partnerships in the competitive Asian tourism market, where destinations are vying for a share of the lucrative long-haul traveller segment.
Visa's move comes as the company continues to expand its travel-related offerings across the region. Earlier this year, the payment giant launched similar programmes in other Southeast Asian destinations, underscoring its commitment to driving tourism growth through digital payments and data-driven insights.
With the partnership now live, travel advisors and agents can expect to see more Visa cardholders seeking recommendations for ASIATIQUE and its participating merchants. The initiative is a clear signal that the industry is moving beyond traditional marketing to deliver tangible, experience-based value to travellers.
