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Thailand’s marketing plan to revitalise tourism towards high value

Jul 23, 2022

Placing greater emphasis on the recovery of the tourism sector

The Tourism Authority of Thailand (TAT) has announced the marketing plan for 2023 that will continue this year’s goal to revitalise and transform Thai tourism while placing greater emphasis on the recovery of the tourism sector towards stronger and sustainable, more responsible, more digital and more inclusive tourism growth.

Staged in a hybrid meeting format, the annual TAT Action Plan for 2023 conference was presided over by H.E. Mr. Phiphat Ratchakitprakarn, Thailand’s Minister of Tourism and Sports. Also present at the event were Dr. Thosaporn Sirisumphand, TAT’s Chairman of the Board, and officials and figures from the Thai public and private tourism sectors, as well as members of the media.

Mr. Yuthasak Supasorn, TAT Governor, said, “TAT sees 2023 as a year of a new beginning for Thai tourism. Hence, we have outlined our marketing strategy for next year adhering to the TAT’s Corporate Plan 2023-2027, which aims to heighten the TAT’s position as the strategic leader in driving Thailand towards experience-based and sustainable tourism.”

“TAT is committed to helping revitalise and transform Thai tourism under our three strategic objectives, which are: to ‘drive demand’ for meaningful travel, to ‘shape supply’ by developing a new tourism ecosystem, and to ‘thrive for excellence’ by making the TAT a data-driven organisation. We believe this will heighten our goal for Thailand to achieve high value and sustainable tourism growth,” Mr. Yuthasak added.

TAT will continue to use the “Visit Thailand Year 2022-2023: Amazing New Chapters” as the communication strategy for the international market. Thailand will continue to be promoted as a world-class destination that offers something for everyone under the ‘From A-Z: Amazing Thailand Has It All’ concept. This will be showcased alongside the kingdom’s 5F, 4M soft-power foundations; namely, Food, Film, Fashion, Festival, Fight, Music, Museum, Master, and Meta.

Particularly for the long-haul international market, TAT recognises 2023 as the ‘time is the new currency’ era. Therefore, emphasis will be placed on promoting Thailand as a year-round destination for health and wellness aficionados, families with kids, active seniors, and remote workers/teleworkers through
co-promotions with leading brands. Strategic marketing activities will be launched in new source markets, including Saudi Arabia and the USA’s large secondary cities through partnerships with the airlines.

Safe, inclusive, and sustainable travel

TAT has formulated the marketing plan for 2023 adhering to the Thai government’s Bio-Circular-Green or BCG Economy Model, which is conforming to the United Nations Sustainable Development Goals (SDGs). The BCG model is being used to revive the tourism industry with the aim of safe, inclusive, and sustainable travel.

Moreover, to ‘thrive for excellence’ by making TAT a data-driven organisation, TAT will use the Thailand Tourism Virtual Mart (TTVM) via https://virtualmart.tourismthailand.org as the key online B2B platform for Thai tourism business and international tourism operators.

Source: TAT