TAT’s marketing plan 2023 to revitalise Thai tourism

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TAT-Action-Plan-for-2023-conference-3The Tourism Authority of Thailand TAT has announced the marketing plan for 2023 that will continue this year’s goal to revitalise and transform Thai tourism while emphasising the recovery of the tourism sector towards stronger and sustainable, more responsible, more responsible, more digital and more inclusive tourism growth.

Staged in a hybrid meeting format, the annual TAT Action Plan for the 2023 conference was presided over by H.E.Mr Phiphat Ratchakitprakarn, Thailand’s Minister of Tourism and Sports. Also present at the event were Dr Thosaporn Sirisumphand, TAT’s Chairman of the Board, officials and figures from the Thai public and private tourism sectors, as well as members of the media. Mr Yuthasak Supasorn, TAT Governor, said TAT sees 2023 as a year of a new beginning for Thai tourism.

Hence, we have outlined our marketing strategy for next year, adhering to the TATs Corporate Plan 2023-2027, which aims to heighten the TAT’s position as the strategic leader in driving Thailand toward experience-based and sustainable tourism. TAT is committed to helping revitalise and transform Thai tourism under our three strategic objectives: drive demand for meaningful travel, shape supply by developing a new tourism ecosystem, and thrive for excellence by making the TAT a data-driven organisation. We believe this will heighten our goal for Thailand to achieve high value and sustainable tourism growth, Mr Yuthasak added.TAT-Action-Plan-for-2023-conference-4

TAT will continue to use the Visit Thailand Year 2022-2023 Amazing New Chapters communication strategies for the international market. Thailand will continue to be promoted as a world-class destination that offers something for everyone under the From A-Z Amazing Thailand Has It All concept. This will be showcased alongside the kingdoms 5F, 4M soft-power foundations Food, Film, Fashion, Festival, Fight, Music, Museum, Master, and Meta. Particularly for the long-haul international market, TAT recognises 2023 as the time is the new currency era.

Therefore, emphasis will be placed on promoting Thailand as a year-round destination for health and wellness aficionados, families with kids, active seniors, and remote workers & teleworkers through co-promotions with leading brands. Strategic marketing activities will be launched in new source markets, including Saudi Arabia and the USA’s large secondary cities, through partnerships with the airlines.TAT has outlined The Great Resumption under the 2Qs, 5News strategy for the short-haul international market.

The ‘2Qs’ is a Quick Win to drive back the demands of tourists and Quality to achieve more numbers of revisits and higher trip expenditure. The 5News includes New Segments with growth potential, New Areas for source tourist markets, New Partners in existing markets, New Infrastructure relating to travel and tourism, and a New Way of travel experiences focusing on responsible tourism.TAT will also promote all entry points into Thailand via land, water, and air to reinstate more than 80 of the regional air capacity in 2019. In addition, more collaborative partnerships will be formed between TAT and the airlines to help boost the international tourism business by increasing the seating capacity in Thailand.

Initially, this will focus on key source markets with no travel restrictions to drive the travel demand of high-disposable income groups Millennials, Gen-X, and Silver-Age People, hyper-personalisation groups health and wellness, sports tourism, and responsible tourism, and new segments of digital nomads and remote workers & teleworkers. For the domestic market, TAT will focus on increasing the travel frequency of domestic tourists by promoting Thailand as a year-round destination under the REAL strategy Responsible Tourism, Extra-ordinary Experience, Avantgarde Marketing and Less for more Economy.

Highlights of each of the five regions of Thailand will be promoted, including nostalgic experiences in the North for Multi-Gen Families, Trend C2 innovative routes in the Central Region for Gen-Y and Gen-Z, culinary and luxury tourism offers in Each for high-income Gen-Y and Millennial Families, Dharma Nature Culture routes in the Northeast for Gen-Y and employed people, and inclusive, responsible tourism in the South.

Written by: Supaporn  Pholrach (Joom)

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