The launch of visa-free entry to Japan for Thais by August will intensify competition in regional tourism, and South Korea will feel the pinch as more Thai tourists start turning their eyes towards Japan.

Some tourism executives project a drop in the number of Thai tourists to South Korea of 20-30 per cent. And Anake Srishevachart, president of the Thai-Japan Tourist Association, said it was clear that Japan and Korea would compete head-on to attract travellers from the Kingdom.

Tourism operators say the introduction of visa-free entry will mean that Thais do not have to think twice about making a trip to Japan. They will be able just to pack their baggage and buy a ticket. However, the time period for entry without a visa is not yet clear. South Korea allows Thais to visit for three months.

"The top three destinations in Asia among Thai travellers are China, South Korea and Japan. The last two are considered to compete more fiercely to lure Thai tourists,'' Anake said.

Punmate Na Ranong, marketing manager at the Korea Tourism Organisation, acknowledged to The Nation that Japan would steal the limelight in the regional tourism scene, but he said this would be only short-term. Japan and South Korea have different selling points.

In the first five months of this year, the number of Thais travelling to South Korea grew by only 2.4 per cent year on year to 180,829. The slow growth was blamed on the bellicose rhetoric during that period by nuclear-armed North Korea.

Anake said 300,000 Thais travelled to Japan last year. In the first four months of 2013, the number rose 48 per cent to 150,000 year on year. He projected 400,000 Thai visitors for the full year, thanks to the weakening yen.

After visa-free entry is launched, the number of Thai tourists to Japan is expected to see a big jump. The favourable exchange rate is also a factor, as well as the large number of destinations accessible by air from Thailand compared with South Korea.

Anake also projected that growth in air traffic to Japan from Thailand would be driven by the launch of low-cost and charter flights.

Currently, a two-night trip to South Korea via a tour agency costs at least 18,000 baht (US$576), while a three-night trip to Japan costs almost 40,000 baht ($1,280). However, low-cost carriers or charter flights could cut almost 10,000 baht ($320) from the overall cost.

Low-cost carriers flying to South Korea include that country's Jeju Air and Jin Air, and Thailand's Business Air, charge 10,000 baht per ticket.

Punmate said Korea's tourism promotion would be "more strategic and aggressive''. For example, it is airing a television commercial featuring Psy, the singer made famous by his single "Gangnam Style".

He projected that the number of Thais travelling to Korea would keep growing by 10-15 per cent annually over the next three years, thanks to its strong culture ranging from food to shopping, and exposure through popular culture such as film and K-pop.

Punmate said the kinds of tourists favouring Korea and Japan were distinct. Apparently, most Thais going to Japan are higher-income earners, while those heading to South Korea are middle-income earners or members of incentive tour groups.

Incentive groups are a major focus for South Korea, making up half of its foreign tourists. Tourism organisations backed by the central government in Seoul and local administration offices across the nation have cohesively offered incentives to Thai tour groups to hold seminars or other events there.

For example, 15-member tour groups are offered free souvenirs, while 100-member groups are given 500 baht in cash for meals. They can earn double benefits from the local administrations of provinces they visit.

"Of course, we [Korea Tourism Organisation] want a rising number of Thai travellers to South Korea, but at the same time its growth must be sustainable,'' he said.