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TAT to put the spotlight on Destination Thailand

The Tourism Authority of Thailand (TAT) held their annual TAT Action Plan meeting for 2018, which covers both international and domestic tourism.

TAT’s marketing plan 2018 has been designed to focus on generating revenue and increase visitor arrivals, promote new ideas and follow the development agenda of Thailand 4.0. This is being done using the Sufficiency Economy Philosophy, as well as Inclusive Tourism that maintains a balance between economy, society and the environment.  All strategies are in line with the 12th National Economic and Social Development Plan and 2nd National Tourism Development Plan.

With 2017 being considered a challenging year, TAT has highlighted many activities such as – Village to the World, Creative Thailand and The Link have been created to highlight the Thai Local Experience. This has proven successful as number of potential visitors and first-time visitors has increased significantly. Therefore, TAT will keep working on this concept for its action plan in 2018.

Yuthasak Supasorn, TAT governor said, “TAT will use tourism to promote sustainable development with the community as the ultimate beneficiary. We believe this will pave the way for Thailand to be a preferred destination among international visitors.”

To be targeted over the 12-month period of the fiscal year 2018, beginning October 2017, the niche-market customer segments were finalised at the annual meeting.

For the international marketing plan strategy, TAT has segmented target customers worldwide ranging from first-timers to repeaters, senior citizens to sports enthusiasts. TAT will also emphasise on niche markets including, Weddings and Honeymoons, and Ladies, as well as continue to create a brand image as a high-end and Luxury Travel destination.

Gastronomy Tourism will be focussed on more, which is considered as an important part of the travel through local experiences. Some of the highlighted activities are the opening of the Michelin Guidebook Bangkok and Thailand will host the 4th UNWTO World Forum on Gastronomy Tourism.

In 2018, TAT will change its marketing angle slightly with a new concept of ‘Open to New Shades of Thailand’. The concept will deepen the unique Thai local experience to a Million Shades of Thailand. This will give more depth to the presentation of Thailand’s tourism, grow the business for grassroots tourism sector players, and enhance the country’s image as a land of amazing diversity worth discovering further.

The number of visitors from January – June 2017, reached 17 million creating income of 876 billion Baht in which the China market was the first generator followed by Russia and Malaysia.  Realising the importance that tourism has for the country’s economy, the Royal Thai Government has set a growth of not less than eight per cent increase in tourism revenue for 2018.