TAT outlines marketing plan


BANGKOK, 20 July 2017: Tourism Authority of Thailand has outlined its marketing plan 2018 to heighten Thailand as a preferred destination.

Speaking at the TAT Action Plan for 2018 meeting on Monday, TAT governor, Yuthasak Supasorn, said TAT’s marketing plan 2018 has been designed to generate revenue and increase visitor arrivals, promote new ideas and follow the development agenda of Thailand 4.0.

Strategies are in line with the 12th National Economic and Social Development Plan and the 2nd National Tourism Development Plan.

(Credit TAT): TAT governor Yuthasak Supasorn.

“As 2017 is considered a challenging year, TAT has been putting their best efforts on tourism marketing in order to stimulate the country’s economy,” he said.

Many successful activities such as Village to the World, Creative Thailand and The Link were launched to highlight the Thai Local Experience, therefore, TAT will continue them in the 2018 action plan.

“TAT will use tourism to promote sustainable development with the community as the ultimate beneficiary. We believe this will pave the way for Thailand to be a preferred destination among international visitors,” the governor said.

For the international marketing plan strategy, TAT has segmented target customers, worldwide, ranging from first-timers to repeaters, senior citizens to sports enthusiasts. TAT will also emphasise on niche markets including, families, weddings and honeymoons, and ladies, as well as continue to create a brand image as a high-end and luxury travel destination.

To boost luxury market segment, TAT will focus more on taping to all markets particularly in East Asia and ASEAN especially Indonesia such as organising roadshows, creating co-branding and premier branding with South Korea, Japan and Hong Kong and doing celebrity marketing to level up tourism image in Taiwan and Japan, he said.

Gastronomy Tourism will be focused on more, which is considered as an important part of the travel through local experiences. It is also one of the tools to boost the development of the country’s economy by adding value to products and services that are based on the unique Thai culture and ways of life. Some of the highlighted activities are the opening of the Michelin Guidebook Bangkok and Thailand will host the 4th UNWTO World Forum on Gastronomy Tourism.

The communication strategies for the international market will continue to use “Amazing Thailand”, which has been a popular and well-recognised marketing slogan for nearly 20 years. TAT will still use “Discover Amazing Stories in Amazing Thailand”.

In 2018, TAT will change its marketing angle slightly with a new concept of “Open to the New Shades of Thailand.

The promotion of 12 hidden gem and 12 hidden gem plus will continue to boost travel segment in secondary destinations.

TAT expects total tourism revenue in 2018 will grow 8% without clarifying on number. The 2017’s tourism revenue is THB2.77 trillion in total (+10%), of which THB1.81 trillion from international market and THB960 billion from domestic market.