TAT sets out global plans under 'Discover Thainess 2015'
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THE TOURISM AUTHORITY of Thailand has lined up global strategic plans under its "Discover Thainess 2015" campaign, which is aimed at boosting the number of international visitors to 28 million next year.
Sugree Sithivanich, TAT deputy governor for marketing communications, said the authority had launched the national tourism campaign to international markets on Monday at the “World Travel Mart”, which is being held in London until today.
The agency also kicked off a three-month mobile advertising campaign in the city, with two tourist buses with wrap-around adverts and six London cabs featuring Thainess and Thai attractions.
One of the agency’s global marketing plans is to boost arrivals from the European market by focusing more on first-time visitors from second-tier cities such as Manchester and Birmingham in England, Lyon in France, and Hanover and Dusseldorf in Germany, as well as from emerging markets.
The TAT will also focus on high-end and repeat tourists by promoting the Kingdom’s golf, spas, meeting and conference facilities, and services for honeymooners, Sugree said.
However, the number of tourists from Europe will depend on continued improvement and stability in the Thai political and economic situations, and the market could yet face another tough year, he added.
In Asia, a short-haul market for Thailand, the authority will promote |the Kingdom as a weekend holiday and shopping destination for those in |neighbouring countries, especially Singapore and Malaysia.
Seven TAT offices in the region have been assigned to work with travel operators and alliances to create marketing strategies and events for the coming year, as part of the celebration of the coming into being of the Asean Economic Community.
Under the “Discover Thainess” campaign, Sugree said the TAT aimed to promote tourism all year around under four themes.
The first is to promote 12-month events, the second is to continue seven clusters of attractions, and the third is to focus on seasonal events or activities under the “Dream Destinations” theme.
The TAT’s latest campaign is to promote 12 attractions in secondary destinations to the local market next year.
Of the 12-month element of the campaign, the authority will promote unique attractions or highlight activities each of month of the year, such as Chinese New Year, Songkran and Loy Krathong.
For the seven clusters, the authority aims to increase the number of visitors experiencing products ranging from natural beauty to historical sites, culture, food and Thai heritage sites.
Under a plan to promote secondary or unique provincial destinations, the TAT has strategically listed 12 cities such as Lampang, where time stands still. In the Northeast, unique destinations are Buri Ram, where modern and ancient civilisations meet, and Loei, the province with the most pleasant climate in Thailand.
In the East, Trat has been selected as an ideal destination to enjoy pristine islands and beaches, while Chanthaburi is the home of fruits of Thailand.
