In an era of rapidly evolving travel and tourism, the Tourism Authority of Thailand (TAT) has once again outshone itself at the ITB Berlin 2024, marking its 49th year of participation in this paramount international travel trade show. This year’s showcase at the Messe Berlin Exhibition Grounds, from March 5th to 7th, highlights Thailand’s unwavering dedication to the global tourism sector and emphasizes its innovative approach towards sustainable and high-value tourism experiences.
A beacon of Thailand’s illustrious presence was the attendance of Her Royal Highness Princess Ubolratana. Her gracious presence at the Thailand stand on March 5th was a testament to the country’s commitment to responsible and community-based tourism. Engaging in an activity that involved painting on eco-friendly paper made from elephant dung with all-natural acrylic paints, the Princess underscored the importance of sustainability. This act promoted Thailand’s “Elephant Care Tourism” initiative and highlighted the broader goal of integrating community experiences with eco-conscious practices.
Another cornerstone event was the “Amazing Thailand Networking Event with the Prime Minister of Thailand,” scheduled on March 7th. Prime Minister H.E. Mr. Srettha Thavisin’s participation underlined the nation’s strategic focus on bolstering the Thai tourism industry and its significant role in fostering intra-ASEAN travel. The event, set to convene over 100 European tour operators and media members, anticipates opening new avenues for international collaboration and highlighting Thailand’s pivotal position in the global travel domain.
Complementing these high-profile appearances, the TAT organized the annual ‘Thailand Mini Mart’ on March 6th and 7th. This platform facilitated direct interactions between European-based travel decision-makers and senior members of the Thai delegation, showcasing Thailand’s readiness to engage in fruitful partnerships.
This year’s thematic essence of Thailand’s participation revolves around sustainability, cultural richness, and digital innovation. Ms. Sudawan Wangsuphakijkosol, Minister of Tourism and Sports, encapsulated this vision by inviting tourism professionals to explore mutual partnerships and discover Thailand’s approach to high-value, sustainable tourism leadership. The TAT’s commitment to these ideals is further evidenced by the presentation of tourism offerings that align with the Sustainable Tourism Acceleration Rating (STAR) system and the inclusion of Low-carbon and Sustainability categories in the Thailand Tourism Awards 2023.
Ms. Thapanee Kiatphaibool, TAT Governor, eloquently summarized the event’s ambition, emphasizing the presentation of tourism offerings that marry high value with sustainability. The stand, a visual embodiment of Thailand’s indigo-dyeing heritage and rich natural and cultural resources, supported innovative tourism offerings and the country’s dedication to sustainable tourism goals.
As Thailand continues to pave the way for a sustainable and culturally rich tourism future, its participation in ITB Berlin 2024 is a shining example of how tradition and innovation can coalesce to create meaningful, responsible travel experiences. Through strategic partnerships, sustainable initiatives, and cultural celebrations, Thailand reaffirms its status as a leader in the global tourism landscape.
Written by: Supaporn Pholrach
