Southeast Asia’s prime food delivery service, foodpanda, merges forces with influencer powerhouse Tellscore and the esteemed Tourism Authority of Thailand (TAT) in an audacious alliance. This partnership aspires to unleash Thailand’s magnetic soft power, echoing its legacy as a premier global travel haven.
International tourism experiences a genuine revival as the world recuperates from the pandemic aftershocks. Thailand is synonymous with paradise for countless global voyagers, Thailand reflects this global trend with glowing stats. In just the first half of 2023, the Ministry of Tourism and Sports revealed that a staggering 12.9 million tourists graced Thai shores, bringing in a colossal 514.23 billion baht.
Yet, why does Thailand perpetually enchant?
The answer: Thailand’s holistic embrace of ‘soft power.’ This strategy highlights the nation’s cultural gems, aiming for a domineering spot in the international creative scene. The 2022 Global Soft Power Index ranks the nation 35th out of 120. Culinary delights, cinematic marvels, fashionable trends, martial arts, and festive grandeur – Thailand’s 5Fs of soft power – have an estimated value upwards of 1 trillion baht!
TAT, steering Thailand’s tourism metamorphosis, amplifies these facets in its Q3 plans. By intertwining with foodpanda, a behemoth in food and grocery delivery across Southeast Asia, and Tellscore, an influencer recruitment maestro, the Amazing Thailand campaign gets an infusion of innovation. Dubbed “Soft Power Tourism,” this initiative encompasses the alluring 5Fs while accentuating sustainable, ecological, and wellness tourism aspects.
Central to this campaign was an enchanting journey in Chiang Rai from July 8-11. Three eminent influencers – loktitha, the globetrotter entranced by Thai life; egendd, Asia’s influential star; and Pee Wee, the European influencer-turned-resident – chronicled their Thai escapades, inundating social media with vivid tales of their adventures.
Masterfully orchestrated by TAT, this voyage showcased Thailand’s heart. From the mesmerizing White Temple sculptures and rustic culinary arts to the serene nature trails of Doi Pha Mee, every experience was a testament to Thailand’s intricate tapestry of traditions. In a truly immersive experience, the influencers glimpsed the majestic elephants, a symbol of Thai grace, in their natural habitats.
foodpanda, with its vast culinary network spanning 11 nations, ensured these influencers had an unparalleled gastronomic journey. With an intuitive app showcasing a plethora of local and international dishes, the influencers revelled in Thailand’s flavours and shared their culinary tales, amplifying the local eateries’ reach.
The synergy of TAT, foodpanda, and Tellscore heralds an exhilarating chapter in Thai tourism. Their collaboration amplifies Thailand’s allure and promises enriched experiences for tourists and prosperity for local communities.
Written by: My Thanh Nguyen
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