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Tourism Authority of Thailand to shift its focus from mass to quality tourism

Posted : 05 March 2018 05:01:39 | By TWO Bureau | TWO Bureau

Tourism Authority of Thailand to shift its focus from mass to quality tourism

The Tourism Authority of Thailand (TAT) will be shifting its focus more towards driving quality tourists to their destinations rather than on mere numbers which do not contribute much to the tourism revenue to the country. Having received 35 million tourists last year, and with an expected 8 to 10% year-on-year growth, Thailand will be receiving 37 million visitors this year, which would constitute half of its population. Therefore, in order to make tourism growth sustainable and make it more rewarding economic activity, TAT will be shifting its focus to niche segments of travel going forward, informed Yuthasak Supasorn, Governor of TAT, in a media interaction in Delhi. Supasorn was in Delhi to launch the new communication campaign of TAT, Open to the New Shades, in India market.

Elaborating on the “change in strategy”, the Governor said that it is new thinking in the Tourism Authority for the last two years to focus on “niche segments” of travel which are more “revenue generating” than the usual tourists. With that objective, TAT offices in source markets have been asked to identify niche travel segments in respective markets and organise activities to target them.“Niche tourists will be the key direction we intend to take going forward,” he said. From the Indian market perspective, TAT will be focusing on MICE, Weddings, Sports, and Health & Wellness. The TAT Governor said that the government will be investing in upgrading and improving the infrastructure at destinations to deliver quality experiences to such niche tourists.

Talking about the new communication campaign, he said that the basic idea behind the campaign is to communicate the diversity in terms of destinations, attractions and experiences Thailand has which could drive repeat visits by travellers.

To a specific question as to strategies to promote Thailand as a film tourism destination, the Governor said that Bollywood movies are quite popular and therefore would look at how to link Bollywood into the marketing campaigns.  He said that they are also exploring “celebrity marketing” using Bollywood figures to promote Thailand in India.

Tanes Petsuwan, Deputy Governor for Marketing Communication, TAT, said that the ‘Open to the New Shades’ concept is about asking visitors to ‘open’ their minds and hearts to deepen and widen their experiences into a new perception of attractions and variety of experiences in Thailand.  He outlined the broad variety of tourism products that Indian visitors will enjoy in the categories of Gastronomy, Nature and Beach, Art and Craft, and Thai Culture and Way of Life.

Tags : Tourism, Authority, Thailand, shift, focus, mass, quality, tourism

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