TAT’s 2023 Marketing Plan to Revitalize Thai Tourism Towards High Value and Sustainable Growth

Continue to introduce Thailand’s 5F, 4M soft power foundations for the international market and highlight more responsible tourism routes for the domestic market.

Bangkok, Thailand – The Tourism Authority of Thailand (TAT) announced the Marketing Plan for 2023 which will continue this year’s goal of revitalizing and transforming Thailand’s tourism, while placing greater emphasis on the recovery of the tourism sector towards stronger and sustainable tourism growth, more responsible, more digital and more inclusive.

Organized in a hybrid meeting format, the annual conference on the TAT action plan for 2023 was chaired by HE. Phiphat Ratchakitprakarn, Thai Minister of Tourism and Sports. Also present at the event were Dr. Thosaporn SirisumphandChairman of the Board of TAT, and officials and personalities from the Thai public and private tourism sectors, as well as members of the media.

Mr. Yuthasak Supasorn, Governor of the TAT, said: “TAT sees 2023 as the year of a fresh start for Thai tourism. Therefore, we have set our marketing strategy for the next year by adhering to TAT’s 2023-2027 Business Plan, which aims to strengthen TAT’s position as a strategic leader in driving Thailand towards tourism based on experience and sustainable.

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

TAT will continue to use “Visit Thailand Year 2022-2023: Amazing New Chapters” as its 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 to Z: Thailand has it all” concept. This will be presented alongside the 5F, 4M soft power foundations of the kingdom; namely, Food, Movie, Fashion, Festival, Fight, Music, Museum, Master, and Meta.

Especially for the international long-haul market, TAT recognizes 2023 as the era of “time is the new currency”. Therefore, the focus will be on promoting Thailand as a year-round destination for health and wellness enthusiasts, families with children, active seniors and remote workers/telecommuters to through
co-promotions with major brands. Strategic marketing activities will be launched in new source markets, including Saudi Arabia and major secondary cities in the United States, through airline partnerships.

For the international short-haul market, TAT described “The Great Recovery” as part of the “2Qs, 5News” strategy. The “2Qs” are “Quick Win” to drive down tourist demands and “Quality” to get more visits and higher travel spend. The “new 5s” include “new segments” with growth potential, “new areas” for source tourism markets, “new partners” in existing markets, “new infrastructure” related to travel and tourism, and the “new way” of travel experiences that prioritize responsible tourism. TAT will also promote all entry points into Thailand, by land, sea and air, with the aim of restoring more than 80% of regional air capacity in 2019.

In addition, more collaborative partnerships will be formed between TAT and airlines to help boost international tourism activity by increasing seat capacity to Thailand. Initially, this will focus on key source markets without travel restrictions to drive travel demand from high disposable income groups (Millennials, Gen-X and Silver-Age People), hyper-personalization groups ( health and wellness, sports tourism, and responsible tourism), and new segments (digital nomads and teleworkers/teleworkers).

For the domestic market, TAT will focus on increasing the travel frequency of domestic tourists by promoting Thailand as a year-round destination under the “REAL” strategy: Responsible Tourism, Extraordinary Experience , avant-garde marketing and less for more economy. Highlights from each of Thailand’s five regions will be promoted, including nostalgic experiences in the North for multi-generational families, innovative “Trend C2” routes in the central region for Gen-Y and Gen-Z, culinary and luxury tourism offerings in Each for high-income millennial and millennial families, Dharma–Nature–Culture routes in the Northeast for millennials and employed people, and inclusive responsible tourism in South. Additionally, TAT will promote secondary cities across Thailand.

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

Additionally, to “thrive towards excellence” by making TAT a data-driven organization, TAT will utilize the Thailand Tourism Virtual Mart (TTVM) through https://virtualmart.tourismthailand.org as its key online B2B platform. for Thai and international tourism businesses. tourist operators.

“For 2023, TAT expects Thailand to generate a total tourism revenue of 1.73 trillion baht with 970 billion baht from the international market and 760 billion baht from the domestic market (for the base scenario) and 2 .38 trillion baht with 1.50 trillion baht from international. market and 880 billion baht from the domestic market (at best). This accounts for around 80% of Thailand’s tourism performance in 2019,” Mr. Yuthasak concluded.

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