TAT targets high-end travellers
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Agency relies on social media to promote Kingdom as luxury destination
The Tourism Authority of Thailand is engaging in an online and social-media campaign to attract 28 million international visitors next year, as part of its broader goal of making the Kingdom a premium-brand, luxury destination for travellers from around the globe.
Thapanee Kiatphaibool, director of TAT’s marketing information-technology group, said the agency’s aim was to turn the country into a premium brand, and to upgrade it from a value-for-money destination into a 2014 luxury destination for worldwide travellers and Internet users.
The TAT is utilising new online media and social media to provide premium-destination information to high-end and business travellers – “quality” customers – she said.
It has created a number of online campaigns, such as the “Happiness You Can Share”, “Find Your Fabulous” and “Experience Sharing” projects, in order to provide real experiences for travellers and allow and them to explore exciting discoveries.
The agency is utilising new IT – including social media, mobile applications, portal sites and digital marketing – to invite potential visitors from around the world.
It now has 3.4 million users via the Amazing Thailand website, 420,000 ‘Likes’ via the Amazing Thailand Facebook fan page, up to 89,000 Twitter followers for @go2Thailand, 50,000 followers at Google+ and 7,000 Instagram followers for @Tourism Thailand.
Thapanee said the TAT had also created an online and social media campaign to support four premium traveller groups: medical, honeymoons/weddings, eco-tourism and golf lovers.
The authority currently promotes medical tourism in Bangkok, Chiang Mai, Phuket, Hua HIn, Koh Samui and Pattaya, and will further promote these destinations via blogger familiarisation, she added.
Charkrit Soucksakit, managing director of Vejthani Hospital, said Thailand was definitely able to provide international-standard hospitality and services for medical tourism, as evidenced by more than 20 hospitals having attained JCIA (Joint Commission for International Accreditation) status.
The Kingdom is, therefore, a regional medical hub that supports tourists and other travellers from around the world, he said.
Tying in with search engines
Thapanee said the TAT would also cooperate with the biggest Chinese search engine, www.baidu.com, to promote the Thai tourism industry.
It will join hands with local businesses to provide a loyalty campaign for worldwide travellers.
“I believe the online campaign and the creation of digital content will promote Thailand as a destination for premium travellers and help them decide to visit our country, which will in turn increase the economic growth of the nation as a whole. Digital marketing will also help build up the eco-tourism industry,” she said.
The TAT expects that this year Thailand will welcome around 24 million international arrivals. Next year, it expects the number to reach 28 million, and for foreign visitors to generate revenue of Bt2.2 trillion in 2015.
“We are a destination marketer that provides digital content to mobile users.
“We try to utilise and apply information technology to promote Thailand as a destination for travellers around the globe in terms of sustainable tourism, and the online strategy will enable us to know our customers and visitors, as well as being able to ascertain the lifestyle of travellers at the digital cutting edge.
“The TAT now has more than 20 static and niche mobile applications to support mobile users,” said Thapanee.
