Bangkok (Thailand) – July 13, 2016 (travelindex.com) – The Tourism Authority of Thailand (TAT) will begin to change the structure and direction of the national tourism industry towards a new value-oriented offering in order to position Thailand as a high-quality leisure destination.

The new strategic policy aims to align tourism, now recognized by the country's leading politicians and decision-makers as one of Thailand's most successful economic pillars, with the 20-year reform program Thailand 4.0, designed by the government of Prime Minister Prayut Chan-o-cha under the motto "Stability, Prosperity and Sustainability".

Tourism is one of the seven sectors considered the backbone of the burgeoning digital economy. It also holds enormous potential for the creative development of sub-sectors such as health and wellness, culture and heritage, and nature conservation. The new model therefore aims to transform Thailand's comparative advantage into a competitive advantage.

The annual Tourism Authority of Thailand (TAT) Action Plan Meeting (TATAP), held from July 4-7, 2016, in the northeastern province of Khon Kaen, was entirely focused on how the tourism industry can contribute to this goal. The meeting was attended by TAT executives from headquarters as well as from national and international offices worldwide.

Mr. Yuthasak Supasorn, Governor of the Tourism Authority of Thailand (TAT), stated: “Our goal is now to evolve tourism from a purely value-based approach to an experience with added value. We will focus on authentic Thai experiences to offer discerning tourists valuable and unforgettable experiences. We will achieve this by developing high-quality tourism products and raising product standards. We place particular emphasis on promoting creative tourism through Thai culture, its experiences, and its way of life.”

The TAT will also develop a wide range of marketing communication materials to highlight Thailand's unique local experience more prominently internationally. The "Amazing Thailand" brand will remain and will be supported by compelling narratives under the title "Discover fascinating stories in fantastic Thailand."

The goal is to increase revenue from domestic tourism by 10% to 950 billion baht and revenue from international tourism by 10% to 1.89 trillion baht in 2017.

In 2017, the Tourism Authority of Thailand (TAT) selected Chiang Rai province as a model for sustainable tourism development. The foundations for green growth (economic, social, and environmental balance) are initially being laid in the Chiang Saen district and gradually expanded to the entire province.

Mr. Yuthasak said: “We want to ensure that Thailand is perceived as a preferred travel destination by international visitors. At the same time, the influx of visitors must be managed through a stronger focus on sustainability and the responsible use of natural resources.”

He added: “Inner strength and a high-quality connection to the world are the keys to success. Strengthening the local economy and small and medium-sized enterprises at the grassroots level, as well as promoting local stakeholders and their self-reliance through the integration of the value chain between the private and public sectors (public-private partnership), will be crucial for the successful development of creative and value-oriented tourism.”

The Tourism Authority of Thailand (TAT) regularly organizes festivals, trade fairs, international conferences, and other cultural and heritage events to boost international and domestic tourism. This year, Thailand is hosting the annual World Tourism Day on September 27, which is celebrated under the auspices of the United Nations World Tourism Organization (UNWTO). Thailand will also host the World Tourism Council (WTTC) Summit in April and the Wedding Planners Congress in May 2017.

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 0246, E-mail: [email protected], Website: www.TATnews.org