I hope you are all well.

What happens during TAT?

At the annual conference on the TAT Action Plan 2023, the Governor of the Tourism Authority of Thailand (TAT), Yuthasak Supasorn, announced plans to steer Thailand towards experience-oriented and sustainable tourism. “The TAT is committed to revitalizing and transforming Thai tourism through its three strategic goals: increasing demand for meaningful travel, shaping supply by developing a new tourism ecosystem, and striving for excellence by establishing the TAT as a data-driven organization. We believe this will significantly advance our goal of achieving high-quality and sustainable growth in Thai tourism.” Sustainable, responsible, digital, and inclusive – these four concepts are central to the TAT’s strategic direction in 2023.

• The TAT will continue to use the “Visit Thailand Year 2022-23: Amazing New Chapters” campaign as a communication strategy for the international market.

• For 2023, the TAT expects Thailand to achieve approximately 80% of Thailand's tourism output from 2019.

Destination highlight – Choengmon Beach, Samui

Travelers visit Samui not only for its beautiful beaches but also for its diverse culture. From picturesque fishing villages to the tranquility of the Great Buddha, the island offers a comprehensive glimpse into both the island and Thai culture. Although Chaweng Beach is the largest and busiest beach on the island, we highly recommend the nearby Choengmon Beach. Why this beach in particular? The sand at Choengmon is soft, white, and as fine as powdered sugar. Just a short walk away is the village with its main street, where you can buy everything you might need or have forgotten – absolute convenience. A stay at Choengmon Beach feels like a true insider tip. It's like a hidden gem. At both ends of the beach, you'll find upscale restaurants interspersed with cozy breakfast and lunch spots. Enjoy your meals with your feet in the sand. The small bay, with its coves and inlets, invites you to linger. Just off the coast lies the island of Koh Farn Noi, which you can easily reach by kayak from the main beach.

Product highlight – Melia Koh Samui

If you're longing to return to Samui, you should definitely visit this new resort. This idyllic beachfront retreat is located on pristine Choeng Mon Beach, overlooking the Gulf of Thailand. It's just a 9-minute drive from lively Chaweng Beach. We recommend booking a premium room with direct access to the circular pool for a small additional fee. The boat suites are particularly appealing. Crafted from converted traditional Thai-Chinese boats, they blend Thailand's rich maritime heritage with sleek, modern design – ideal for an unforgettable honeymoon. The suite spans two floors: the bedroom is upstairs, while the bathroom and dressing room are downstairs. Here, too, you have direct access to the pool. Despite being close to all amenities, these suites offer a truly special, intimate atmosphere.

I wish you a nice day and a nice weekend.