Bangkok (Thailand) – July 19, 2017 (travelindex.com) – The Tourism Authority of Thailand (TAT) recently held its annual meeting on the 2018 TAT Action Plan, which covers both international and domestic tourism. The TAT's 2018 marketing plan aims to generate revenue and increase visitor numbers, promote new ideas, and implement the Thailand 4.0 development agenda. It adheres to the principles of a sufficiency economy and inclusive tourism, maintaining a balance between the economy, society, and the environment. All strategies are aligned with the 12th National Economic and Social Development Plan and the 2nd National Tourism Development Plan.

As 2017 was considered a challenging year, the Tourism Authority of Thailand (TAT) focused on tourism marketing to boost the country's economy. Numerous initiatives, such as "Village to the World," "Creative Thailand," and "The Link," were launched to highlight the authentic Thai experience. This proved successful, as the number of potential and first-time visitors increased significantly. Therefore, the TAT will continue this approach in its 2018 action plan.

Mr. Yuthasak Supasorn, Governor of the TAT, said: “The TAT will use tourism to promote sustainable development that will ultimately benefit the local population. We believe this will make Thailand a preferred destination for international visitors.”

The niche market customer segments to be targeted in the 12-month period of fiscal year 2018 starting in October 2017 were finalized at the annual TAT Action Plan meeting between July 11 and 14, 2017.

For its international marketing strategy, TAT has segmented its target audience worldwide – from first-time visitors to repeat customers, from seniors to sports enthusiasts. TAT will also focus on niche markets such as weddings and honeymoons, as well as on women, and further solidify its brand image as an exclusive luxury travel destination.

Food tourism will receive greater attention in the future and is considered an important component of travel through authentic local experiences. It is also a tool for promoting the Thai economy by enhancing products and services based on Thailand's unique culture and way of life. Highlights include the publication of the Michelin Guide Bangkok and Thailand hosting the 4th UNWTO World Forum on Food Tourism.

Communication strategies for the international market will continue to rely on "Amazing Thailand," a popular and well-known marketing slogan for almost 20 years. The Tourism Authority of Thailand (TAT) will continue to use "Discover Amazing Stories in Amazing Thailand."

In 2018, the Tourism Authority of Thailand (TAT) slightly modified its marketing strategy and introduced the new concept "Open to the new facets of Thailand." This concept expands the unique Thai experience to include the diversity of Thailand, presenting it in a million different ways. This results in a more comprehensive portrayal of Thai tourism, promotes the business of local tourism stakeholders, and strengthens the country's image as a fascinating travel destination with exceptional diversity.

In its domestic market strategy, TAT will focus on increasing the travel frequency of potential groups (seniors, millennials, families, Generation Y, multigenerational travel and women), relieving congestion in popular areas, promoting weekday travel, strengthening society and protecting the environment.

The 2018 national marketing campaign will further strengthen the slogan "Unique Thai Experiences on Location." The concept aims to promote tourism and offer added value to Thais, encouraging them to travel to Thailand and inspiring them to create unforgettable experiences.

Examples of new TAT initiatives to market the domestic market include raising awareness of waste management at local festivals, promoting creative gastronomy, and building environmentally conscious tourism networks.

Mr. Yuthasak said: “The age of mass marketing is clearly over. The future lies in targeted marketing campaigns that deliver measurable results. These will help us maintain a strong brand presence, improve the efficiency of our marketing expenditures, account for seasonal fluctuations, alleviate pressure on popular destinations, and build closer collaborations with potential partners. This includes numerous companies in the industry and local communities that can contribute to the success of our objectives.”

Visitor numbers reached 17 million between January and June 2017, generating revenue of 876 billion baht. China was the most important market, followed by Russia and Malaysia. Given the importance of tourism to the Thai economy, the Thai government has targeted tourism revenue growth of at least 8 percent for 2018.

International Public Relations Department, Tourism Authority of Thailand, 1600 New Petchaburi Road, Makkasan, Ratchathevi, Bangkok 10400, Thailand, Tel.: +66 (0) 2250 5500 ext. 4545-48, Fax: +66 (0) 2250 024