The Tourism Authority of Thailand (TAT) unveiled its strategic marketing move towards high-value and sustainable tourism at the Thailand Product Update, held in conjunction with the Thailand Travel Mart Plus (TTM+) 2023. This event showcased Thailand’s commitment to offering tailor-made travel experiences and outlined the country’s tourism direction focused on quality and sustainability.
Mr Chattan Kunjara Na Ayudhya, TAT Deputy Governor for Marketing Communications, emphasized the importance of meaningful-driven travel in enhancing visitors’ experiences. He stated that Thailand aimed to foster discovery, transformation, fulfilment, and engagement between people, cultures, and nature. These efforts align with TAT’s vision of creating a destination that protects the country’s natural and scenic beauty while promoting various environmental initiatives.
Luxury tourism experiences took centre stage during the event, with standout offerings including “Live the Bangkok Life,” “Relaxing Phangnga plus Youthfully Phuket,” and more. Wellness tourism options also impressed attendees, featuring family-friendly wellness breaks in Chiang Mai and immunity booster vacations in Ko Samui, Surat Thani.
The event highlighted Thailand’s commitment to sustainability and showcased various destinations and activities that deliver sustainable experiences. Attendees learned about biking tours in Bang Krachao, Samut Prakan, thrilling adventurer travel in Umphang, Tak, embracing a slow-paced lifestyle at the low-carbon destination of Ko Mak in Trat, and exploring the enchanting Little Amazon and surfing at the Memories beach in Takua Pa, Phangnga.
TAT demonstrated its dedication to sustainability by developing the Sustainable Tourism Goals (STGs), which align with the United Nations’ Sustainable Development Goals (SDGs). The agency also introduced the STAR (Sustainable Tourism Acceleration Rating) system to certify sustainable tourism businesses.
Additionally, TAT continues to foster a new tourism ecosystem and enhance the industry’s supply. Noteworthy initiatives include the Thailand Tourism Awards, the ‘Up-Skill Re-Skill’ human resources development project, and the ‘CF Hotels’ online platform, designed to help hotel and lodging operators sustainably manage their businesses.
Mr Chattan highlighted TAT’s key marketing strategies, including the “Great Resumption Episode II” campaign, targeting short-haul markets and focusing on the return of the Chinese market. TAT also aims to tap into new segments and seamlessly integrate the Amazing Thailand brand into tourists’ lives. Responsible tourism practices, expanding new markets, and collaboration with strategic partners remain essential for long-haul markets. TAT is committed to increasing air connectivity and positioning Thailand as an all-year-round destination.
Thailand’s tourism industry achieved a significant milestone in 2022, welcoming 11.15 million international arrivals, which generated revenue of 589 billion Baht. The country also recorded 189 million domestic trips, contributing 641 billion Baht in revenue.
Looking ahead to 2023, TAT aims to generate approximately 80 per cent of the tourism revenue generated in 2019, estimated at 2.38 trillion Baht. This revenue target comprises 1.5 trillion Baht from overseas and 880 billion Baht from domestic markets.
Thailand has enjoyed a solid start for the year, with 10,378,457 international arrivals recorded from January 1 to May 27, generating 428 billion Baht in revenue. The top five tourism markets during this period were Malaysia, China, Russia, South Korea, and India.
Written by: Supaporn Pholrach (Joom)