In an unprecedented move, the Tourism Authority of Thailand (TAT) has unveiled the groundbreaking “Thais Always Care” online communication campaign in a synergistic collaboration with critical partners. This initiative is a testament to Thailand’s unwavering commitment to redefining the global travel landscape, inviting the world to experience the kingdom’s legendary hospitality and warmth.
TAT Governor Ms Thapanee Kiatphaibool stated, “The ‘Thais Always Care’ campaign symbolizes an open dialogue between Thailand and the global community. It’s especially significant for our Chinese visitors, a vital market segment. We aim to showcase Thailand’s relentless pursuit of elevating safety standards in the travel sector, coupled with the nation’s inherent charm as a prime tourist destination offering unforgettable and meaningful experiences.”
The campaign, rooted in the ‘Land of CARE’ concept, encapsulates the essence of Thai hospitality. CARE, an acronym for Compassion, Assistance, Relief, and Elevate, mirrors the Thai people’s innate generosity, readiness to assist tourists, and commitment to enhancing tourism and safety standards.
Launched in December 2023 at a high-profile press conference led by the Ministry of Tourism and Sports, the campaign aligns with the festive season’s surge in travel. It is supported by 12 public agencies, demonstrating a united front in facilitating a seamless travel experience for millions of visitors.
Deputy Commander of the General Staff Division, Tourist Police Bureau, Colonel Somchai Theerapatrpaisan, remarked, “We are intensifying safety and security measures, leveraging technology to aid tourists. Innovations like the Tourist Police mobile truck and ‘POLICE I LERT U’ app, supporting multiple languages, will connect tourists to our 24-hour emergency centre, ensuring swift assistance.”
Mr. Nattakit Tangpoonsinthana, Executive Vice President of Marketing at CPN, highlighted CPN’s transformation into a comprehensive Tourist Hub. “We’ve escalated safety measures across our department stores, incorporating CCTV, stringent inspections, and continuous training for our security personnel to handle emergencies adeptly,” he said.
Safety remains a top priority for Grab Thailand, as emphasized by Country Head Mr. Worachat Luxkanalode. “Our focus is enhancing passenger confidence through advanced technology, such as AI-Powered Facial Authentication and real-time trip monitoring, ensuring an impressive and safe travel experience in Thailand,” he stated.
A crucial aspect of the ‘Thais Always Care’ campaign is engaging leading international KOLs to promote Thailand’s tourism offerings and safety credentials. This strategy aims to attract local and foreign tourists, with a significant focus on Chinese travellers, anticipating over 100 million impressions.
In summary, Thailand’s “Thais Always Care” campaign represents a pivotal shift in the travel industry. It reinforces the country’s status as a hospitable and safe destination and showcases the integration of technology and human warmth in creating a unique and memorable travel experience.
Written by: Supaporn Pholrach (Joom)
