Bangkok – 8 July, 2014, Taking
full advantage of the return to peace and order in the kingdom, the
Tourism Authority of Thailand (TAT) has laid out a marketing plan
targetting an estimated 1.4 trillion Baht in revenue from foreign
tourists and 800 billion Baht from domestic tourists.
The core
concepts will be to restore visitors’ confidence in Thailand by
promoting Thainess, happiness, sustainability, as well as balanced and
equitable growth.
Addressing the
Thai tourism industry at the end of the annual marketing planning
meeting, Tourism Authority of Thailand Governor Thawatchai Arunyik said,
“In 2013, Thailand’s tourism revenue was ranked sixth in the world and
third in Asia by the World Tourism Organisation. TAT is dedicated to
make this ranking higher in 2015.”
TAT will follow
the policies and guidelines of the 11th National Economic and Social
Development Plan, Ministry of Tourism and Sports’ National Tourism
Development Plan and the policy of the National Council for Peace and
Order (NCPO).
He
said that the target of 2.2 trillion Baht would not just be TAT’s
target but that of the entire tourism industry. “We must walk together,
grow together. We plan to step up cooperation with a broad network of
partners both within Thailand and abroad to get people travelling to and
within Thailand. We aim to convey the “Thai Way of Happiness” and
deliver the “fun factor” for which Thailand is very well known.”
TAT will
organise special international events starting in October 2014 when a
“Thailand Music Festival” will be organised under the theme, “Land of
Fun.” More events in December 2014 to mark the birthday anniversary of
His Majesty the King and New Year festival, which this year will take
the form of a “Thailand Happiness Carnival.”
This will be in
addition to the traditional fun and happiness celebrations that mark the
Thai New Year in April when Songkran is marked with all its wet-and-fun
gusto.‘We expect that the 12-month programme of activities will
make the rest of this year and next year full of colour, excitement, fun
and happiness,” Mr. Thawatchai said.
The domestic
travel marketing plan will target the family market, working people, the
elderly and young. Ten Thai cities are to be categorised as “Must Visit
Cities” in 2015. They have been chosen because each city has a special
story that the Thai people should know about.
In order to iron
out the peaks-and-troughs in travel patterns, TAT will be making a
special effort to promote domestic travel during weekdays, not just over
the weekends and long holidays.
On the
international front, a new global tagline, “Amazing Thailand: Happiness
Within” will be launched targetted at both first-time and repeat
visitors to experience the “Thai Way of Happiness” and then make use of
social media to pass on their experiences to their families, friends and
colleagues.
“When tourists
are happy, they will forward their messages. We will focus on building
promotions around the concept of ‘forwarding messages’ in the online
world. When visitors forward their messages, it will raise the awareness
of Thailand and attract more future visitors.”
He noted that
Thailand will also take advantage of the opportunities that will be
opened up by the enhanced facilitation and transportation connectivity
under the integrated ASEAN Economic Community 2015. This will allow
development of special cross-border tour packages and caravans to Lao
PDR., Cambodia and beyond to Vietnam and China.
On the
international front, the focus will be on secondary cities in the
existing major performing markets and continued emphasis on
special-interest markets; such as, golf, honeymoon and weddings, health
and wellness, as well as ecotourism.
Mr. Thawatchai
concluded, “Next year’s targets are very challenging, but TAT believes
that with good cooperation and professionalism from all sectors here, we
can step forward to reach the target, based on a common vision and
sense of purpose.”
For more information on destination Thailand, please contact the Tourism Authority of Thailand at:
Tourism Authority of Thailand, Dubai & Middle East Office
133 Sheikh Zayed Road, Apartment # 1804,
DusitThaniDubai,P.O. Box 450019, Dubai, U.A.E
Tel: +971 4 324 0184 Fax: +971 4 325 0187
