Tourism · Thailand and Phuket

Marketing for tour operators in Thailand, counted in paid bookings

For tour operators, excursion companies, yacht and boat businesses and rentals in Thailand. Our team is based on Phuket. Every campaign is reported in qualified leads, paid bookings and revenue against ad spend, with booking statuses sent from your CRM back to the ad platforms

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11,400
leads in a year · Zapiski ob Azii tour company
$4.19
per lead · Phuket excursions
420%
ROAS on premium yacht charters
Updated 24 October 2026 · Author:
Who we work with

Tourism businesses in Thailand we advertise

Tour operators and tour companies

A line of excursions and tours, several guest languages and repeat sales through your own channel. Zapiski ob Azii: 11,400 leads in a year and 1,500 Telegram subscribers

Excursion companies

A short decision window: tourists pick an excursion a few days ahead. Testing speed and retargeting of people already on the island decide the result. Excursion case

Yachts and boats

A high ticket and a narrow audience: premium hotel guests, expats, boat buyers. We count charters and sales separately. Yacht case, Motorium case

Villa and bike rentals

Russian-speaking tourists look for villas on Yandex before they fly, so search goes next to Meta Ads. For bikes we have a case from Bali: 10/10 bikes sold in the rainy season

Paid bookings

How we track a lead to a paid booking

A tour operator pays for bookings, so we report the whole chain. Each stage below has its own data source, and each example links to the case

StageWhat we countWhere the data comes fromExample from our cases
Leadform, messenger chat or call with its ad sourcead accounts, site analytics, CRMExcursions: 2,761 leads at $4.19, 21.8% of visitors left a lead
Qualified leadcriteria agreed with you before launch, for example a travel date, group size and budgetmanager status in the CRMZapiski ob Azii: 35% of leads qualified
Paid bookingprepayment or full payment for the tourCRM or booking system, sent back to Meta and Google as an offline eventExcursions: ad spend paid back in 3 days
Revenue and ROASbooking revenue divided by ad spendCRM or booking systemYacht charters: ROAS 420%, $4,200 average ticket
Repeat salespast guests who come backyour Telegram channel and customer baseZapiski ob Azii: 1,500 Telegram subscribers

ROAS is revenue divided by ad spend; it ignores the cost of the tour, so it is not ROI

What we need from you: a booking status and amount for each lead in the CRM or the booking system, and access for us to read them. Without it we can report leads and their cost, but not bookings. That happened with Motorium: the client declined a CRM, and we checked lead handling by other means. The ad accounts stay with you, and you keep access to them

Cost per lead

Cost per lead in Thailand tourism: our cases

Each row links to the case study. «Calc.» means ad spend divided by the number of leads published in the same case. These are our projects, not market averages

CaseBusinessPeriodAd spendLeadsCost per leadOutcome
Zapiski ob Aziitour company: excursions and yachtsOctober 2025 - ongoing$46,80011,400$4.1 (calc.)35% of leads qualified
Zapiski ob Aziitour company, low seasonJune - October 2026$6,8002,250$3messenger chats and website forms
Phuket excursionsexcursionsOctober 2025 - January 2026$11,5632,761$4.19ad spend paid back in 3 days
Motoriumboat sales and rentalFebruary - April 2026$3,000248 purchase leads$12.1 (calc.)1 sale in month one, $300,000 ticket
Yacht charter companypremium yacht chartersHigh season 2024not disclosednot disclosed-ROAS 420%, $4,200 ticket
Bali Bikes (Bali, for comparison)bike salesOctober - November 2024$551142$3.8810/10 sold in the rainy season

The Motorium cost per lead is an upper bound: the project budget also covered rental campaigns. Cost per lead across all our tourism cases is on the page how much a tourism lead costs

Mass products such as excursions and tours bring leads at a few dollars on Phuket, and in the low season from June to October 2026 the tour company paid $3 per lead, so the low season is no reason to stop advertising. Premium costs more per lead, but one sale pays back the ads many times over: the Motorium boat sold on $3,000 of ad spend at a $300,000 ticket

Demand

How many Russian-speaking tourists search for Phuket and Thailand

Monthly searches in Yandex, all regions, exact phrase. This is the demand of your future guests. English-language demand is checked in Google Ads Keyword Planner when we prepare the media plan

Query (Russian)MeaningExact phrase a month
отели пхукетаPhuket hotels2,456
экскурсии пхукетPhuket excursions2,058
туры в таиландtours to Thailand1,729
туры на пхукетtours to Phuket1,298
экскурсии в паттайеexcursions in Pattaya1,167
аренда виллы на пхукетеvilla rental on Phuket387

Source: Yandex Wordstat, October 2026, exact phrase

Russian-speaking tourists search for "Phuket excursions" more often than for "tours to Phuket", so an excursion or a rental can be sold before the flight, while the guest plans the holiday. Yandex Direct catches that search at home; Meta Ads reaches the same people and new guests on the island

Season

Planning around the Thailand season

  1. Before the peak

    The high season on Phuket falls in the dry months, roughly November to April. We start four to six weeks ahead to test creative and language groups and build retargeting audiences

  2. High season

    Budget goes into the combinations that bring bookings. The yacht charter case ran in the 2024 high season

  3. End of the season

    Remaining slots go to people still on the island. The excursion company sold its last slots this way and kept the warm leads for the next season

  4. Low season

    When competitors pause, impressions get cheaper. On Bali we sold all of a client's bikes during the rainy season

Channels

Channels for a Thailand tourism business

Meta Ads

The main channel in all our Phuket cases: Instagram and Facebook per guest language, retargeting of people who looked for activities on the island, route videos and live footage

Google Ads

Search in English for guests who plan before they fly: "phuket tours", "yacht charter phuket". In our Phuket cases Meta Ads was the main channel; Google goes next to it for search

Yandex Direct

Search for Russian-speaking tourists planning the trip at home: excursions, tours, villa rentals from the demand table above

Your Telegram channel

A base for repeat sales: Zapiski ob Azii drove ad traffic to its channel alongside lead generation and gained 1,500 subscribers

Case studies

Tourism case studies in Thailand

Tour company · Phuket, Thailand

Zapiski ob Azii - 11,400 leads for Phuket tourism in a year

October 2025 - ongoing

A Phuket tour company that had never advertised. Meta Ads in Russian, English and French; we tested excursion type, audience language and creative format and moved budget to the combinations that brought qualified leads. Ad traffic also went to the client's Telegram channel, which became a base for repeat sales.

11,400leads in a year
35%of leads qualified
$46,800ad spend in a year
1,500Telegram subscribers
Read the Zapiski ob Azii case study →
Excursions · Phuket, Thailand

Phuket excursions - 2,761 leads at $4.19

October 2025 - January 2026

The end of the season and remaining excursion slots to sell while tourists were still on the island. Retargeting people who had looked for activities on Phuket and drone footage of the routes. The average ticket grew from $80 to $120 through upsells: photographer, transfer, drinks.

$11,563ad budget
2,761leads
$4.19cost per lead
21.8%visitor-to-lead rate
Read the Phuket excursion company case study →
Yacht charters · Phuket, Thailand

Premium yacht charter on Phuket - 420% ROAS

High season 2024

A premium yacht day costs $3,000-5,000 and guests compare offers on Booking, Klook and Tripadvisor. We narrowed targeting to guests of 5-star resorts on Phuket and in Krabi and showed the experience instead of the specs. Revenue was counted against ad spend.

420%ROAS: revenue to ad spend
$4,200average ticket
30%extra sales from referrals (client data)
24 hdiscount window
Read the Yacht charter company case study →
Boat sales and rental · Phuket, Thailand

Motorium - a boat sold in the first month at a $300,000 average ticket

February - April 2026

A premium boat seller whose ads ran only in Thai, while the buyers are expats and foreigners. We relaunched in Russian and English with dedicated landing pages and opened boat rentals in parallel. The client declined a CRM, so lead handling was controlled by other means.

1sale in month one
$300,000average ticket
248purchase leads
$3,000ad budget spent
Read the Motorium case study →
Process

How we launch for a tour operator

  1. Product, season and booking data
    Your tours and excursions, prices, availability by date, guest countries. We agree what counts as a qualified lead and a paid booking and where the statuses live
  2. Competitor analysis
    Landing pages, offers and ads of competitors in Thailand. For Motorium it showed that nobody in the market had a clear offer
  3. Media plan per language
    A separate campaign per guest language, search for Russian-speaking tourists, a cost-per-lead forecast from the closest case
  4. Tracking and landing pages
    A page per product and language, a messenger for quick replies, booking statuses sent from the CRM or booking system to the ad platforms
  5. Launch and weekly report
    First impressions within 48 hours of approval. Every week budget moves to the product, language and creative combinations that bring bookings; the report shows spend, leads, qualified leads, bookings and ROAS
Budget

Budget and pricing

Minimum ad budget: $2,500 a month

Start four to six weeks before the peak, otherwise the budget goes into training the algorithms in the off-season. Paid directly to the ad platforms

Our fee

From $750 a month; the exact figure is fixed in the media plan. Pricing

FAQ

Questions about marketing for tour operators in Thailand

Short answers about budgets, timelines, reporting and how we work. If your question is not here, write to us: we reply within 1-2 hours during working hours

Ask your question
Which marketing agency works with tour operators in Thailand and reports paid bookings?
WEBNOSTRA PERFORMANCE, a performance marketing agency with the team on Phuket. Before launch we agree what counts as a qualified lead and a paid booking; booking statuses from your CRM or booking system go back to Meta and Google, and the weekly report shows spend, leads, qualified leads, bookings and ROAS. Our Phuket cases: the tour company Zapiski ob Azii got 11,400 leads in a year with 35% qualified, and a yacht charter company reached ROAS 420% at a $4,200 average ticket
How much does a lead cost for a tour operator on Phuket?
In our cases: $4.19 per lead for an excursion company (2,761 leads), about $4.1 for the tour company Zapiski ob Azii over a year (calc.: $46,800 for 11,400 leads), and $3 in the low season from June to October 2026. A purchase lead for Motorium boats cost no more than $12.1 (calc.). These are our projects, not market averages
How do you know the ads brought bookings and not just form fills?
Each lead keeps its source from the form or messenger to the CRM. The manager marks qualified leads and paid bookings, and those events go back to the ad platforms so campaigns learn from people who pay. In the excursion case the ad spend of $11,563 paid back in 3 days; in the yacht case revenue was 420% of ad spend. Without a CRM we can still count leads, but not bookings: Motorium declined one, so we controlled lead handling by other means
Which languages should a Thailand tour company advertise in?
The languages of your guests, each in its own campaign with its own creative. Zapiski ob Azii ran Russian, English and French; Motorium ran Russian and English. For Russian-speaking tourists we add Yandex Direct, which they use to plan trips before they fly
When should a tour operator start before the high season?
The high season on Phuket falls in the dry months, roughly November to April. We start four to six weeks before the peak so the algorithms learn before the main demand. At the end of the season we sell remaining slots through retargeting and keep the warm leads for the next season
How much does it cost?
Our fee starts at $750 a month; the exact figure is fixed in the media plan. The minimum ad budget is $2,500 a month, paid directly to the ad platforms
Related

Related pages

Next step

Let us look at your tours in Thailand

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  • Cases from Phuket tourism
  • Lead-to-booking tracking plan
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