The Tourism Authority of Thailand (TAT) has unveiled an Action Plan for 2019 that will seek to drive visitor flows to provinces with less than four million annual trips, alleviate the negative impacts of tourism, and enhance happiness among the Thai people.
Mr. Yuthasak Supasorn, TAT Governor, told a press conference on the TAT Marketing Action Plan 2019 that these will be the key challenges in 2019, as TAT seeks to better balance the economic value of inbound visitor arrivals with the socio-cultural and environmental impacts of tourism growth.
He said that inbound tourism arrivals would need to be maintained but monitored closely, so that strategies can be adjusted in line with economic trends.
Thailand will focus more on short-haul markets to offset the risk, focus more closely on specific customer segments and monitor behavioural changes and demand trends. It will also need to make better use of digital technologies, especially the opportunities presented by Big Data, to maintain its market leadership.