KHAO LAK, Phang-Nga, Thailand, 7 June 2024: The Tourism Authority of Thailand (TAT) highlighted its latest marketing communication concept, Amazing Thailand: Your Stories Never End, during the Thailand Product Update business session for buyers and media attending the Thailand Travel Mart Plus (TTM+) 2024. 

TAT Deputy Governor for Marketing Communications Nithee Seeprae led the session, saying, “Our latest concept underscores our ongoing promotion of meaningful travel experiences in Thailand with an enhanced effort to instil unforgettable stories. We aim to inspire travellers to become storytellers, share their lasting memories, and motivate others to seek out their own memorable stories in Thailand.”

TAT highlighted the new marketing communication concept and showcased Thailand’s diverse tourism offerings, focusing on delivering meaningful travel experiences that would create a lifetime memory. Highlights ranged from luxury to wellness to soft adventure to sustainable tourism.

Your Luxury Stories Never End 

A holiday in Phuket and Phang-Nga can be elevated with a stay at the pool villas, treehouse villas, or even a private island. Be mesmerised by a world of culinary delights, from authentic local specialities to Michelin-starred restaurants. 

In Chiang Mai and Chiang Rai, luxury journeys explore nature and culture. These include travelling on a pontoon along the Mekong River to spend time in a luxury tented camp or boutique hotel, exploring the beauty of Lanna’s heritage by visiting temples, or relaxing the mind and body at award-winning spas.

Your Wellness Stories Never End

Immerse in a variety of health and wellness offerings at La Vita Sana Khao Lak, Phang-Nga, or rejuvenate at Thailand’s Top Wellness Retreats such as RAKxa Wellness & Medical Retreat in Samut Prakan or THANN Wellness Destination in Ayutthaya. Both offer integrative wellness programmes.

Your Soft Adventure Stories Never End 

Travellers who crave unlimited challenges may look to Phang-Nga for many kinds of water sports, including surfing at Memories Beach and diving at famous diving spots like Similan Island. They can also opt for forest walking at famous routes like Doi Inthanon National Park in Chiang Mai and exploring the nature cave at Lam Khlong Ngu National Park in Kanchanaburi.

Sustainable Tourism 

“Sustainability plays a crucial role in our strategy to position Thailand as a high-value and sustainable destination. Our initiatives to promote responsible travel practices include the Thailand Tourism Awards and the Sustainable Tourism Goals (STGs), rated with a STAR certification and CF-Hotels,” Nithee explained.

Some of the high-quality and sustainable products and services guaranteed by TAT initiatives have included:

Wareerak Hot Spring and Wellness in Krabi – recipient of the Silver Award for Health and Wellness in the Thailand Tourism Awards 2023 and a 5-STAR certification. The retreat that nestles in a tropical forest offers the healing traditions of hydrotherapy, Thai wellness and holistic wellness.

Siam Bayshore Resort Pattaya, Chon Buri – recipient of the Gold Award for Accommodation in the Thailand Tourism Awards 2023 and 5-STAR certification, and a participant of the CF-Hotels initiative. The resort boasts the architectural Art Deco style that seamlessly blends Thai cultural elements with the surrounding greenery.

Mekin Farm, Khon Kaen – recipient of a 5-STAR certification. Visitors can explore the organic farm’s sustainable practices, experience farm stay, and join DIY workshops and eco-printing with local materials. 

World-Class Event Hub

The government promotes Thailand as a centre of world-class events, leveraging the host country’s status for various upcoming global events. These include the Summer Sonic Bangkok, from 24 to 25 August; OR Thailand Grand Prix (Moto GP), from 25 to 27 October in Buri Ram; Loi Krathong Festival on 15 November; Vijit Chao Phraya 2024 in November; and Amazing Thailand Marathon Bangkok 2024 on 1 December.

Thailand’s Tourism Health Check

Last year, Thailand recorded over 28 million international arrivals and a revenue of THB1.2 trillion. The top five markets were Malaysia, China, South Korea, India, and Russia. 

This year, from 1 January to 31 May, Thailand welcomed over 14.76 million international visitors, generating more than THB682 billion in revenue. China, Malaysia, Russia, India, and South Korea are the top five markets.

TAT has set an overall tourism revenue target of THB3 trillion for this year — THB1.92 trillion from 35 million international arrivals and THB1.08 trillion from 200 million domestic trips.


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