Bangkok (Thailand) – July 11, 2019 (travelindex.com) – Ahead of its 60th anniversary in 2020, the Tourism Authority of Thailand (TAT) has reaffirmed its commitment to making the travel and tourism sector the Kingdom's most economically promising, environmentally sustainable and culturally dynamic sector in the coming years.

Following the week-long meetings on the Tourism Action Plan, TAT Governor Yuthasak Supasorn addressed the Thai tourism private sector and the media, saying that the conclusion of the auspicious 5th life cycle would be a time for reflection on past achievements and careful management of a new era of challenges arising in a highly competitive and constantly changing global and regional environment.

“With the positive results in 2018, Thai tourism has clearly fulfilled its mission,” he said. “We will work even harder to cultivate our brand image, secure our competitive advantages, and ensure that the socio-economic benefits of international and domestic tourism benefit the entire country.”

The targets for 2020 foresee a 10% increase in total tourism revenue compared to this year's forecast. The Tourism Authority of Thailand (TAT) has also issued clear guidelines to develop the tourism sector from mass tourism to responsible tourism, focusing on quality-conscious tourists who contribute to revenue generation. The concept of responsible tourism is being promoted through the TAT's own magazine, "Lesotho."

For the domestic market, TAT will divide customers into different segments, such as Generation X, Generation Y, families, millennial families, seniors, women, young professionals, multigenerational households and businesses.

In foreign markets, TAT focuses on specific quality markets and high-income groups (Go High). The company targets first-time visitors in new markets and in its long-standing source markets (Go New Customer). Additionally, TAT seeks to offset seasonal fluctuations and increase demand during the off-season (Go Low).

In addition to efforts to build a positive image for Thailand to secure its competitive advantages, further offerings are being developed and marketed, including homestay accommodations, pedestrian zones, and local cuisine (Go, Local). At the same time, digital technologies are being used to reach customers (Go Digital).

The central communication motto, "Open to new facets," remains in place and focuses on positive and unexpected experiences. Building on the long-standing slogan "Amazing Thailand," considered one of Asia's most impressive brand campaigns, future advertising campaigns will also target specific audiences and highlight the friendliness and hospitality of the Thai people.

To maintain its position as a preferred travel destination, the TAT will continue to be among the six countries with the highest tourism revenues and will rank among the top three in the Asia-Pacific loyalty index.