The “Visit Thailand Year 2022: Amazing New Chapters” campaign was initially launched globally at the World Travel Market (WTM) in London, in line with the reopening of the country quarantine-free to international travelers from November 1, 2021.
BANGKOK– The Tourism Authority of Thailand (TAT) pursues its goal of revitalizing and transforming Thai tourism, with the “Visit Thailand Year 2022: Amazing New Chapters” campaign, and formulating a “DASH” model to help revive the tourism sector and the Thai economy as a whole .
The “Visit Thailand Year 2022: Amazing New Chapters” campaign was initially showcased globally during the Global Travel Market (WTM) in London, in line with the reopening of the country without quarantine to international travelers from November 1, 2021.
Mr. Yuthasak SupasornGovernor of the TAT, said: “With Visit Thailand Year 2022: Amazing New Chapters, TAT envisions a shift towards stronger and more sustainable, more responsible, more digital and more inclusive tourism growth, building on Thailand’s 5F, 4M soft-power foundations , which are food, film and fashion. , Festival, Combat, Music, Museum, Master and Meta. To achieve this, TAT has formulated a “DASH” model to steer the entire organization towards the single goal of transforming the tourism sector. »
D – Domestic travel: The model focuses on both tourists and tourism industry operators;
A – Accelerate the request: 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;
S- Shaped Supply: The model seems set to elevate the tourism ecosystem towards quality and sustainability based on responsible tourism and digital tourism for all parties to benefit together, and resulting in a sustainable distribution of income in each sector ;
H- Healing the Thai economy: The model aims to help revive Thailand’s economy through tourism as the country reopens to ensure rapid recovery and strong, sustainable growth.
Mr. Yuthasak said: “With the DASH model in place, TAT is putting more emphasis on domestic tourism. For international tourism, TAT presents a new project “Amazing Thailand Workplace Paradise”, with the aim of making Thailand the world’s leading destination for remote workers..”
The Amazing Thailand Workplace Paradise project will focus on remote workers from international long-distance markets, in response to a growing trend in light of the COVID-19 pandemic of people working remotely and enjoying vacations.
For international short-haul markets, TAT will leverage 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 areas will be defined to attract quality segments of potential markets such as Mongolia and South Korea (Busan), and to seek new partners in existing markets. New infrastructures will be promoted; such as new transport routes – especially the high-speed train linking Kunming and Lao PDR., which can connect to Thailand’s Nong Khai province. New Way will focus on inspiring millennials to experience Thailand in an eco-friendly and sustainable way.
In-country, TAT will highlight a 3-Ex concept – Experience, Expectation and Extraordinary – to inspire domestic travel with 3 ideas for tourism products and services; namely, Nature to Keep, Food to Explore and Thainess to Discover with five colors representing the regions of Thailand.
Crimson for the central region – Chic Central; emerald for the East region – East comfortable; Navy for the Northern Region – Northern Nostalgia; ivory for the northeast region – Isan in Love and silver for the southern region – Savory South.
In line 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.
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 concept of “A to Z Amazing Thailand has it all” 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 persona technology to create a personalized experience in the Metaverse virtual world. TAT also plans to promote Thai tourism through digital art with TAT NFTs starting with local wisdom products. 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.