‘Visit Thailand Year 2022 – Amazing New Chapters’ envisioned the transformation of Thai tourism

Mr. Yuthasak Supasorn, Governor of TAT.

The Tourism Authority of Thailand (TAT) is moving forward with its goal to revitalize and transform Thai tourism, with the “Visit Thailand in 2022: Amazing New Chapters” campaign and the formulation of a ‘DASH’ model to help revive the tourism sector and the Thai economy as a whole.

the “Visit Thailand in 2022: Amazing New Chapters” The campaign was initially launched globally at the World Travel Market (WTM) in London, in line with the country’s quarantine-free reopening to international travelers from November 1, 2021.

Mr. Yuthasak Supasorn, Governor of TAT, said: “With the Visit Thailand in 2022: Amazing New ChaptersTAT envisions a shift towards stronger and more sustainable, more responsible, more digital and more inclusive tourism growth, building on Thailand 5F, 4M the foundations of soft power, which are Food, Movie, Fashion, Festival, Fight, Music, Museum, Master, And Meta. To achieve this, TAT formulated a ‘DASH’ model to steer the entire organization towards the sole objective of transforming the tourism sector.


D – Domestic travel: the model focuses on both tourists and tourism industry operators;

A – Accelerate demand: the model aims to stimulate qualitative demand, build trust and a good image by emphasizing tourist safety, targeting high-income segments and offering incredibly different and valuable experiences;

Mr. Siripakorn Cheawsamoot, TAT Deputy Governor for Marketing Communications.

S – Shape Supply: the model seems ready to elevate the tourism ecosystem towards quality and sustainability based on responsible tourism and digital tourism so that all parties benefit together, and resulting in a sustainable distribution of income to each sector;

H – Healing the Thai economy: the model aims to help revive the Thai economy through tourism with the reopening of the country to ensure a rapid recovery and strong and sustainable growth.

Mr. Yuthasak said: “With the DASH model in place, TAT places more emphasis on domestic tourism. For international tourism, TAT is introducing a new ‘Amazing workplace paradise in Thailand’ project, with the aim of making Thailand the world’s leading welcoming destination for remote workers.

the Incredible workplace paradise in Thailand The project will focus on remote workers in long-haul international markets, in response to a growing trend in light of the COVID-19 pandemic of people working remotely and enjoying vacations.

Mr. Tanes Petsuwan, TAT Deputy Governor for International Marketing – Asia and South Pacific.

For short-haul international markets, TAT will rely on the TEST&GO entry program, highlighting “New Chapters, New Opportunity” offerings. New Segments will be targeted; such as; bleisure (business and leisure), students, digital nomads and soft adventure. New domains will be set up to attract quality segments of potential markets such as Mongolia and South Korea (Busan), and to seek new partners in existing markets. New infrastructure will be promoted; such as new transport routes – especially the high-speed train linking Kunming and Lao PDR., which can connect to Thailand’s NongKhai province. New way will focus on inspiring millennials to experience Thailand in an eco-friendly and sustainable way.

In the country, TAT will highlight a 3-Ex conceptExperience, expectation and extraordinary – inspire domestic travel with 3 ideas for tourism products and services; to know, Nature to keep, food to explore, and Thainess to discover with five colors representing the regions of Thailand.
crimson for the Center Region – chic center; emerald for the Eastern region – Is comfortable; Marine for the Northern region – Northern Nostalgia; Ivory for the North East region – isan in loveand silver for the South Region – Southern Savory.


In accordance with the DASH model and tourism marketing strategies, TAT will focus on creating innovative travel experiences for the targeted segments – workcation and staycation, wellness, sports and responsible tourism. Aimed at local and international tourists, the tourist offers will be plethoric and designed to respond to a growing trend, among which astronomical tourism, nautical tourism, community tourism – highlighting a happy model for tourists and communities, and the culinary tourism – focusing on health and organic lifestyle.

Mrs. Thapanee Kiatphaiboon, Deputy Governor of the TAT for the internal market.

Mr. Yuthasak said, “TAT will continue to communicate with local and international tourists through the long-standing brand ‘Amazing Thailand’. A dedicated campaign will be used for the local market to inspire domestic travel. For the international market, TAT will use the “Amazing New Chapters” campaign to promote Thai cultural values, under the “A to Z Amazing Thailand has it all” concept to inspire travelers from all over the world to visit Thailand again. “.

Last but not least, TAT will elevate its approach to innovation with a plan to introduce a TAT amazing influencer, using virtual character technology to create a personalized experience in the Metaverse virtual world. TAT also plans to promote Thai tourism through digital art with a
STAT NFT starting with the products of local wisdom. In addition, TAT will improve marketing and digital knowledge by creating a hybrid work system allowing staff to work effectively remotely, in line with the plan to promote Thailand as a remote worker-friendly destination. To maintain TAT’s positioning as a successful organization, emphasis will continue to be placed on the proper management of resources and waste both internally and externally.

With the transformation of Thai tourism under this year’s strategic plans, TAT expects to generate a total revenue of 1.28 trillion baht with 656 billion baht from the domestic market (160 million trips) and 625 billion baht from the international market (10 million tourists). The average expenditure for domestic tourists is estimated at 4,100 baht per person, and for foreign tourists at 62,580 baht per person.

Mr. Nithee Seeprae, TAT Deputy Governor for Digitization, Research and Development.
A “DASH” model has been formulated to revitalize the tourism sector.


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