Tourism Authority of Thailand Dubai and Middle East office Host Key Middle East Travel Professionals and Media at a Pre-ATM Luncheon

Focus of 2014 – Wedding and Honeymoon tourism, new tagline promotion

and launch of TAT Middle East Social Media channels -

(Dubai, 5th May 2014) The Tourism Authority of Thailand (TAT) Dubai and Middle East Office, yesterday, hosted a pre-Arabian Travel Market (ATM) Networking Luncheon at the Blue Rain Restaurant, the Ritz-Carlton, Dubai International Financial Centre. The gathering of high-ranking officials from TAT, Mr. Thawatchai Arunyik, Governor, Tourism Authority of Thailand, Mr. Tanes Petsuwan, Executive Director TAT-Europe, Africa and Middle East Region, Mr. Chalermsak Suranant, Director, TAT Dubai & Middle East Office, 15 top executives from leading travel agencies in the UAE, four key airline representatives and media announced the TAT marketing strategy for the Middle East market in 2014 with a focus on wedding and honeymoon tourism, a new tagline promotion and launch of the TAT Middle East Social Media channels.

Speaking at the event, Mr. Thawatchai Arunyik, Governor, Tourism Authority of Thailand said: “The Middle East market has been a growing and increasingly important source market of visitors to Thailand over the last couple of years, and we see positive signs to suggest that this trend will continue. During the last two years the number of visitors to Thailand from the Middle East has grown considerably. While the UAE remains in top position bringing an estimate of 124,000 visitors to Thailand in 2013, other GCC countries are also emerging as potential expanding markets including Oman, KSA and Kuwait.

During the ATM 2014, 58 selection of key representatives from across Thailand including tour operators, hotelier, airline and amusement creators will be present at the romantically decorated Thailand booth to further promote Thailand as a safe and fun tourism destination with highlights on wedding and honeymoon destinations and activities.

“This year’s ATM participation has provided the ideal opportunity for the regions’ travel professionals and consumers to meet with our delegation from all over Thailand and discover the many attractions which the country can offer the Middle East tourist, and this year it will focus more on couples and partners looking for a perfect wedding and romantic honeymoon destination. Thailand is becoming increasingly popular among wedding couples and honeymooners and TAT will introduce major romantic attractions in northern and southern Thailand with a focus on its many idyllic locations, outstanding hospitality, and expertise in planning weddings, honeymoon and events” the Governor said.

Also, the TAT Dubai and Middle East Office officially launched its new marketing slogan “Amazing Thailand It Begins with the People!”. The new tagline replaces the previous “Amazing Thailand Always Amazes You”, and focuses on the uniqueness of “Thainess” and the Thais’ natural hospitality, genuine warmness and friendly faces ready to welcome guests from around the world. With a new focus on people and human interaction, and in an effort to generate a greater outreach and engagement with Arabic-speaking communities, the TAT Dubai and Middle East Office also simultaneously launched new Arabic social media platforms; such as, Twitter and Facebook, as well as a complete update and overhaul of its Arabic website.

Also speaking at the event was Mr. Chalermsak Suaranat, Director, TAT Dubai and Middle East Office. “While Thailand is amazing for so many reasons; such as, pristine beaches and mountain landscapes, elephants, great shopping and nightlife, rejuvenating spas, ancient culture and delicious cuisine, at the root of all our offerings is the unique Thainess that comes from the people. It’s great to have a tagline that highlights this human quality. At the same time, we wanted to give the tagline a real tangible meaning and so we are excited to virtually meet, greet and engage directly with our Arabic speaking friends through the launch of our new Arabic social media platforms and upgraded website.”      

Social media platforms in the form of Twitter (@TATDubaiArabic) and Facebook (https://www.facebook.com/pages/Tourism-Authority-of-Thailand-Dubai-Middle-East-office-Arabic/440684149374625) have been launched by TAT for the first time in Arabic, while the TAT Middle East Office dedicated the Arabic website has been upgraded with new and refreshed Arabic content to further engage with the Arabic–speaking world. In commemoration of the launches, TAT has also partnered with Amari, which as part of a competition will be offering complimentary accommodation prizes among those that like and follow the new social platforms.

The social media platforms will allow Arab speakers with an interest in learning all things Thai to virtually come together, and it is hoped that those that have visited Thailand before will be able to share their experiences and provide insights to those that are planning to visit. Additionally, TAT will be regularly providing updates and introductions to relatively unknown or new attractions and experiences, as well as insights into Thai culture, festivals and Thai cuisine. Thailand related events and promotions being held within the Middle East will also be posted, as well as information on special travel promotions and deals, and even popular Thai cooking recipes.

Throughout the remainder of 2014, the TAT Dubai & Middle East Office will be implementing a range of marketing strategies to attract Middle East tourists through the ‘Charm of Thainess’ which includes ‘Thai Experience’, ‘Thai Way of Life’ and ‘Thai Culture’. TAT Dubai will also continue to promote "value-driven activities" with the aim of boosting sustainable tourism. TAT is catching up with new tourist behaviours and trends. It plans to use value-driven marketing or Marketing 3.0 as initiated by the marketing expert Philip Kotler to encourage tourists to share tourism experiences on social media and the internet and be more responsible when visiting destinations. TAT is confident that this strategy will be effective as well as reduce its advertising expenses.

TAT also introduced ‘Experiential Holiday’, a concept which invites visitors to discover some of Thailand’s ancient crafts and traditions as well as enjoy the beauty of the country. In locations across Thailand including Bangkok, Chiang Mai and the island of Ko Samui, visitors get to team up with local Thai experts to learn a new art as well as embark upon an inner journey of discovery. Through experiential travel, visitors to Thailand can expect life-changing lessons revealing undiscovered aspects of them. The added experience includes cooking lessons, massage, rice farming and Muay Thai.

Mr. Chalermsak Suaranat added: “Thailand offers an enormous variety of products and services, which can cater to a cross section of target markets, travellers’ interests, age and income levels. In 2014, we will be focusing more on offering tailor-made itineraries where we customise each individual client’s requirement from a holiday in Thailand – whether it be group or individual. Middle East travellers are perfectly suited for this campaign as we focus more on the needs of each individual, couple, group or family.”