The Tourism Authority of Thailand (TAT) is one of the most dynamic in Southeast Asia regarding promotion and marketing creativity. They are of course constraints fixed by the Government. The current one has its eyes overwhelmingly fixed on ‘Thainess” values. A way to express the fact that Thai people can be different in their behaviour or thinking to other people in the region and in the world.
The message is declined in all the daily aspects of the society these days. And tourism is no exception. But TAT managed to actually turn it into a rather attractive proposal for foreign travellers. From street food experience to the art of meditation, from Thai boxing to the way to look at flowers, from the discovery of rural communities in Isaan to fishers’ life in the South, all are indeed related to Thainess in a way… and make the experience exotic for non Thais!
This is certainly the message that TAT wants to convey in 2018. A few days ago, the authority unveiled its marketing campaign for 2018 which will emphasize the multiple experiences to be discovered in the Kingdom. “We formulate it with the idea that our visitors will discover a million of different shades all around them when in Thailand”. explains Yuthasak Supasorn, Governor of the Tourism Authority of Thailand.
Various actions are being undertaken by TAT to highlight Thailand diversity as a destination. “Village of the World”, Creative Thailand, and the Link are new app created to highlight Thailand local experience for travellers. Programs towards niche markets such as honeymooners, female travellers (a special month is coming this August), food lovers or culture freaks (with the 12 + 12 hidden jewels of Thailand) are all included into TAT marketing activities and are designed to bring a different Thailand to people.
All these initiatives will be further refined in 2018. A major campaign focus will then be Gastronomy Tourism, which has also been designated by the UNWTO as 2018 theme. Thailand will host UNWTO Forum on Gastronomy Tourism.
Mr. Supasorn also emphasized the fact that TAT will continue to retain its “Amazing Thailand” slogan in 2018, using the veteran tagline (already 20 years old) to highlight the concept of “Discover Amazing Stories in Amazing Thailand”.