Thailand is set to welcome the world with the launch of the ‘Visit Thailand Year 2023: Amazing New Chapters’ campaign, which was recently showcased at ITB Berlin 2023. The campaign highlights the country’s new direction towards sustainable and responsible tourism, with a focus on offering meaningful travel experiences to visitors.
The Tourism Authority of Thailand (TAT) has been leading the way in promoting the country’s new tourism strategy, which is aimed at promoting Thailand’s soft-power foundations. These include Food, Film, Fashion, Festivals, and fights, and are expected to be key attractions for European travellers.
At the recently concluded ITB Berlin 2023, Princess Ubolratana visited the Thailand Stand and demonstrated how to make Thai potpourri and herbal compress. These activities align with the campaign’s focus on promoting health and wellness, which is a major draw for European travellers.
The Thai delegation, led by the TAT, comprised 70 tourism sellers from Thailand, primarily hotels and resorts, with one health provider – Bumrungrad Hospital. The majority of the sellers (47%) were from the South, reflecting the European market’s preference for beach holidays, while 35% were from Bangkok, 11% from the Central region, and 7% from the East, an emerging destination for the German market.
Speaking about the campaign, Mr Yuthasak Supasorn, TAT Governor, said “The Thailand presence at ITB Berlin 2023 is focused on creating awareness of the ‘Visit Thailand Year 2023: Amazing New Chapters’ campaign and the kingdom’s direction towards more sustainable and responsible tourism.”
He added, “TAT is currently developing the Sustainable Tourism Goals (STGs) in line with the Sustainable Development Goals (SDGs) of the United Nations, which will help drive the entire Thai tourism industry to put sustainability into practice.”
The STGs will be supported by the STAR (Sustainable Tourism Acceleration Rating) system, which will certify tourist businesses in the area of tourism sustainability. Businesses that comply with a number of goals will attain a corresponding amount of stars.
In keeping with the campaign’s focus on sustainability, the Thailand Stand at ITB Berlin 2023 was decorated with reused materials from the previous trade event. Participating sellers were also required to meet certain criteria showing they had sustainable, responsible or environmental activities in place. This included recycling, water conservation/efficiency, support of local communities, and other eco-sustainable related activities in their operations.
The TAT information counter at the stand placed emphasis on sustainable and responsible tourism, promoting tourism communities all around Thailand, and highlighting both major and emerging destinations in combination with natural and cultural attractions.
Demonstration workshops took place at the stand, including blending essential oils for massage, massages to relieve Office Syndrome, and relaxation massages.
For the Thai tourism suppliers attending ITB Berlin 2023, the event presented valuable opportunities for travel business discussions from 7-9 March with overseas buyers from around the world. Both existing business partners and potential new ones were in attendance.
At the Thailand Mini Mart, comprising two sessions on 9 March, over 20 buyers from emerging markets in Europe, such as the Czech Republic, Poland, Romania and Hungary, met with the Thai sellers and had a chance to update themselves on Thai tourism products and services. This was followed by the Thailand Mini Mart Happy Hour, a more informal and social opportunity for networking.
Overall, the TAT is expecting to welcome around 5.8 million arrivals from the European market in 2023, generating 406.42 billion Baht or 11.28 billion Euros.
The ‘Visit Thailand Year 2023: Amazing New Chapters’ campaign is expected to create significant opportunities for the country’s tourism industry, with a focus on offering meaningful travel experiences.
Written by: Supaporn Pholrach (Joom)
