A series of new concepts and enhanced efforts are introduced to continue the milestone achievement from the âVisit Thailand Year 2022â campaign.
Bangkok, 12 January, 2023Â â The Tourism Authority of Thailand (TAT) is strengthening the ongoing âVisit Thailand Year: Amazing New Chaptersâ campaign towards a meaningful travel direction. Underlining the kingdomâs soft power foundations and experience-based tourism, key strategies include elevating supply and sustainable standards, and raising awareness among stakeholders about the importance of being hospitable hosts to all visitors.
In its first year, the âVisit Thailand Year 2022â campaign was at the forefront of the kingdomâs efforts to drive the Thai economy forward. Thailand welcomed 11.8 million international tourists and recorded 189 million domestic trips â a milestone achievement that reflected the successful restoration of the countryâs tourism industry from the concerted efforts of all stakeholders.
With this tourism revival continuing to pick up momentum amid volatile global challenges, Thailand is aiming for 2.38 trillion Baht in overall tourism revenue in 2023 â representing a return to 80% of the pre-pandemic level seen in 2019.
Mr. Yuthasak Supasorn, TAT Governor,Â said âThe 2023 target is a result of a carefully planned strategy to continue the milestone achievement of 2022. The âVisit Thailand Year 2023: Amazing New Chaptersâ campaign represents a commitment from TAT and all stakeholders in the public and private sectors, as well as the Thai people to maintain touristsâ confidence in Thailand as a preferred tourist destination.â
Through the âVisit Thailand Year 2023: Amazing New Chaptersâ campaign, TAT is placing emphasis on the promotion and development of high value and sustainable tourism in Thailand. This includes elevating the tourism supply (Shape Supply) with an aim to offer experience-based tourism, and leveraging the kingdomâs 5F soft-power foundations â Food, Film, Festival, Fight and Fashion â to offer meaningful travel experiences in Thailand.
âAmazing Thailandâ branding
TAT will continue to communicate and strengthen the long-standing âAmazing Thailandâ branding in its global campaign. This will be accentuated by the âAmazing New Chaptersâ concept to promote Thai soft-power cultural values and inspire travellers from around the world to visit Thailand once again, and further reaffirm the kingdomâs well-established status as one of the worldâs most popular holiday spots.
Meanwhile, it is introducing the new âCreate Your Right Momentâ concept in its domestic campaign to inspire domestic travellers to travel more within the country.
âAmazing 5F and Moreâ
TAT is introducing the new âAmazing 5F and Moreâ concept, aimed at delivering meaningful travel experiences in various aspects such as wellness, luxury, and Thainess. At the same time, it is placing focus on enhancing the quality of tourism products and services in order to drive the Thai tourism industry towards sustainable growth. Among key activities include the Good Host New Chapter Season 2 project, the Amazing Thailand Safety and Health Administration (SHA) certification, and the 14thÂ Thailand Tourism Awards.
A series of events to highlight the kingdomâs 5F soft-power foundations â Food, Film, Festival, Fight and Fashion â will take place throughout the year.
- Food â at least two events are planned: Amazing Thai Tastes during March-June and Bangkok International Food Festival in June.
- Festival â events include Chinese New Year in January, Songkran Thai New Year in April, and Loi Krathong in November.
- Film â the Amazing Film Festival Experience in August, while a Y series Meet & Greet event is being planned.
- Fight â Amazing Muay Thai Festival in February.
- Fashion â Valentine Fashion TV Beach Award Festival in February.
Policy and Planning
To drive tourism towards sustainability, TAT is adopting the BCG Model to highlight Gastronomy Tourism. By collecting and analysing data under âFrom Policy Lab to Real ProductâÂ strategy, TAT has come up with the Best Practice Model to showcase organic cuisine and to transform to inclusive business and smart organic farmer, which leads to generating income for the local community.
Technology and Innovation
SeeingÂ âDigital as a Game Changerâ,TAT leverages technology and innovation to add value and transform Thai tourism to Smart Tourism. It is tapping into Digital Asset holders via the TAT NFTs projects, promoting Thai tourism products and services with virtual arts and Metaverse. It introduces theÂ â3IâÂ concept:Â IntelligenceÂ â using Big Data and building Digital Literacy for TAT employees,Â InnovationÂ â developing new innovation and Travel Tech, andÂ InvestmentÂ â investing in digital transformation, such as Start-up, Venture Capital, Cloud funding, etc.
TAT is committed to developing its human resources to be ready to support and collaborate with the Thai tourism industry, while strengthening and improving its work processes through innovation and technology.
TAT is adopting theÂ âGreat Resumption Episode IIâÂ strategy for short-haul markets.
1)Â China is back â Placing focus on tapping emerging segments and enhancing cooperation with the airlines to increase air access flights to cater to the increasing demands and promoting new modes of travelling, such as an overland border.
2) 7 Digits Target â Focusing on rapidly growing markets, such as China, Malaysia, India, and South Korea, as well as cooperating with partner agents and airlines.
3) Colour Your Life by Amazing Thailand â Seamlessly integrating the Amazing Thailand brand in the touristâs slice of life through on-site and virtual marketing promotional events.
4) Responsible Tourism â Supporting CSR and responsible tourism projects, such as Reborn the Nature to advocate tourism sustainability.
5) 2 Tier, Second to None â Encouraging visitors to visit the emerging destinations, while sourcing new tourist segments from secondary cities in South Korea, China, India, Vietnam, and Malaysia.
For long-haul markets, TAT is adopting theÂ âA-B-C-D Fast ForwardâÂ strategy.
A â Airline Focus to continue the collaboration with the leading airlines; such as, Qatar Airways, Etihad, and Oman Air to expand new routes and increase the frequency of direct flights.
B â Big Cities and Beyond to penetrate new markets in major and secondary cities; such as Bucharest in Romania, and Sofia in Bulgaria.
C â Collaboration is Key to work with new partners including airlines; such as, Delta Airlines, Air Canada, FlyDubai, and Aeroflot, and online travel agency; such as, Almosafer and SAGA Holidays.
D â Destination for All to promote Thailand as an âAll-year round Destinationâ to meet the demand for visitors with regardless of seasons and with all segments including family, medical and wellness in the Middle East or the LGBTQ+ in Europe and America.
TAT is placing focus onÂ âValue over VolumeâÂ under the newÂ âTravel Thailand in Limited EditionâÂ concept highlighting the 5F Soft Powers to cater to the various needs of domestic travellers.
Various events are being planned for 2023 to inspire domestic travel, including Travel 365 days in Amazing Thailand, Vijit Thailand 2023, and Amazing Thailand Festival Experience 2023.
TAT is also continuing its efforts to encourage domestic travellers to visit emerging destinations during weekdays to expand the expenditure and balance the capacity of the destinations.
TAT expects to welcome 25 million international tourists and inspire 250 million domestic trips in 2023. The target for overall tourism revenue is 2.38 trillion Baht comprising 670-880 billion Baht from domestic tourism and 1.5 trillion Baht from international tourism.