TAT opens the 2024 marketing plan to accelerate the revitalization of Thai tourism to the next chapter that emphasizes value. balanced and sustainable ready to push tourism income for the country totaling 3 trillion baht
On July 17, Mr. Yuthasak Supasorn, Governor of the Tourism Authority of Thailand (TAT), together with Ms. Thapanee Kiatphaiboon Deputy Governor for Domestic Marketing, TAT jointly announced the direction of promoting the tourism market in 2024, announcing to accelerate the recovery of Thai tourism to the next chapter that is better (Moving forward to Better) on both the Supply and Demand sides with the heart of Create a valuable new ecosystem balanced and sustainable Ready to strengthen immunity and create tourism stability, truly stepping into High Value and Sustainable Tourism, confident of regaining revenue up to 3 trillion baht, equivalent to 2019.
which was honored by Mr. Pipat Ratchakitprakarn, Minister of Tourism and Sports presided over the opening speech along with Mr. Aran Boonchai, Permanent Secretary of the Ministry of Tourism and Sports and the TAT Board of Directors, as well as the private sector in the tourism industry, attended the event at the Queen Sirikit National Convention Center.
Mr. Yuthasak Supasorn, Governor of TAT, said that 2024 is considered the year of accelerating "resilience" and transforming into High Value and Sustainable Tourism that focuses on value and sustainability. Travel and Tourism Authority of Thailand in a Moving forward to Better format, moving forward to the next step of better Thai tourism. The key is to create a new tourism ecosystem, New Ecosystem, by reducing dependency on many tourists. Make money from tourists with high purchasing power. Develop supply chains with partners in the industry to be ready to receive a group of quality tourists Including distributing income to the foundations thoroughly and fairly. To achieve a balance in terms of economic wealth. social well-being good environment and the wisdom dimension
One of the efforts of the TAT is to create "Tourism Security" or Tourism Security to ensure that the Thai tourism industry will grow strongly, "fall down", "get up quickly" and "keep going" with immunity. long term Able to face complex crises (Polycrisis) that arise Therefore, we are committed to strengthening our army with 4 key factors:
1) Strengthening the supply chain based on quality and sustainability. Meet the needs of quality tourists. and distribution of income to the local area thoroughly and fairly.
2) Develop tourism supporting factors and infrastructure to serve tourists. conducive to convenient and safe travel to create a good experience equally valuable Both Thai and foreign tourists
3) Take advantage of digital transformation, increase digital literacy, reduce digital divide. Focus on accessing and utilizing innovation and technology to add value and sustainability. Finally,
4) focus on effective external risk management.
Miss Thapanee Kiatphaiboon TAT Deputy Governor for Domestic Marketing added that in 2024 TAT will attach great importance to continuing “Create valuable experiences” to deliver to target groups of quality tourists with different needs, taking into account the Sub-culture Movement and Partnership 360o, coordinating with all stakeholders in the supply chain. to drive the Thai tourism industry “Aim for sustainability”
Starting with international markets, TAT plans to stimulate the market in 5 main directions: enhancing the image of a sustainable Thai tourism brand and using it as a new selling point for Thailand; Focus on not creating a burden but creating a sense of social responsibility Environment and community (Travel with Care), distribute income evenly (Fair Income), and offer local identity as a selling point (Encourage Identity & Biodiversity).
The TAT has a concept of implementing the Kinnaree Brand Refresh project for foreign tourists to know the Thai tourism industry award or the Kinnaree Award widely. To be a mark to certify the quality of tourism products and services under sustainable tourism standards. Responsible for society and the environment (Responsible Tourism)
Continue to open new quality markets for Thai tourism throughout the year. Focus on new markets in Europe and the Middle East and expanding into sub-market groups who have high income Seeking new partners and expanding cooperation with major partners on the world stage, such as the United States' Tourism Cares, leading OTAs, or various popular payment platforms. China-Vientiane (Laos)-Thailand, and use digital content to enhance marketing power. For example, South Korea uses a virtual influencer, Nong Rozy, to present a Thai travel experience to invite Gen YZ target groups to visit Thailand.
Send the wood to “Thai Tiew Thai”, the domestic market, TAT gives weight to the stimulus to travel in Thailand immediately.
Increase the frequency and distribution of travel in various areas to 365 days, a miracle of Thailand, can travel every day throughout the year to generate income for all sectors equally. Along with presenting the strengths to the point of sale of Soft Power (5F) and presenting experiential products through the identities of 5 regions across the country, resulting in Meaningful Travel consisting of
The northern region invites you to experience "the charm of the old days of the north" combined with contemporary style through the distinctive and unique Northern Thailand Soft Power. Boost spending with Art & Craft, extending the tourist season
The central region serves simple happiness from good health, good stories, good work, good travel and good peace to visitors under the concept of 4HD (4 Happy-Definition).
Northeast Open local food experiences and the Michelin Guide invites Thai people to travel in Isaan under the concept "Isaan...Going Sai Ka Sap, more than food, it's an experience" through 20 delicious menus from 20 provinces in Isan.
The Eastern region presents the value of travel experiences through the story "Story Sabai Sabai Plus" with travel experiences. stand one story enjoy traveling full of moo line and learn about conservation
and the southern part of the country, emphasizing a variety of travel experiences in 14 styles, 14 provinces, allowing Thai people to travel in the south in their own style throughout the year.
Marketing communications in 2024 will continue under the brand "Amazing Thailand" where TAT will invite Thai people to experience new travel experiences that are full of instant and meaningful happiness with the "Right Moments" campaign. …Can be created without waiting” to go out to find “Easy happiness instantly, Traveling in Thailand” and the “Meaningful Relationship” campaign of international markets. Offers a meaningful view of travel, creating meaningful connections by engaging with locals and people. Until becoming an impression of friendship Leads to sharing (Give & Get) and repeated journeys.
Not only that, TAT will strengthen Thailand's Soft Power through collaboration with the private sector in the Brand Collaboration: Amazing Thailand x 5F campaign, which is in line with TAT's determination to make 2024 a Year of Meaningful Collaboration that allies in the tourism industry will help each other to push for synergy to strengthen each other, resulting in a super power that will push Thai tourism Thai society and Thai people grow together happily and sustainably.
The TAT has set a target for the tourism industry in 2024, pushing revenue at a level similar to the revenue that the Thai tourism industry received in 2019 before the spread of the COVID-19 outbreak. Based on the tourism situation with favorable factors in all aspects (Best Case Scenario), there will be a total tourism income of 3 trillion baht, divided into 1.92 trillion baht from foreign countries, attracting foreign tourists to Thailand. 35 million people, while the domestic market Generate revolving income of 1.08 trillion baht from traveling in the country of 200 million Thai people-times .- Thai News Agency
Source: Thai News Agency