Tourism Authority of Thailand (TAT) has announced the marketing plan for the year 2023 that will continue this year’s goal to revitalise and transform Thai tourism, while placing greater emphasis on the recovery of the tourism sector towards stronger and sustainable, more responsible, more digital and more inclusive tourism growth.
Staged in a hybrid meeting format, the annual TAT Action Plan for 2023 conference was presided over by H.E. Phiphat Ratchakitprakarn, Thailand’s Minister of Tourism and Sports. Also present at the event were Dr. Thosaporn Sirisumphand, TAT’s Chairman of the Board, and officials and figures from the Thai public and private tourism sectors, as well as members of the media.
Yuthasak Supasorn, TAT Governor, said, “TAT sees 2023 as a year of a new beginning for Thai tourism. Hence, we have outlined our marketing strategy for next year adhering to the TAT’s Corporate Plan 2023-2027, which aims to heighten the TAT’s position as the strategic leader in driving Thailand towards experience-based and sustainable tourism.”
“TAT is committed to help revitalise and transform Thai tourism under our three strategic objectives, which are: ‘Drive Demand’ for meaningful travel, ‘Shape Supply’ by developing a new tourism ecosystem, and ‘Thrive for Excellence’ by making the TAT a data-driven organisation. We believe this will heighten our goal for Thailand to achieve high value and sustainable tourism growth,” Yuthasak added.
TAT will continue to use the ‘Visit Thailand Year 2022-2023: Amazing New Chapters’ as the communication strategies for the international market. Thailand will continue to be promoted as a world-class destination that offers something for everyone under the ‘From A-Z: Amazing Thailand Has It All’ concept.
Particularly for long-haul international market, TAT recognises 2023 as the ‘Time is The New Currency’ era. Therefore, emphasis will be placed on promoting Thailand as a year-round destination for health and wellness aficionados, families with kids, active seniors, and remote workers / teleworkers through co-promotions with leading brands.
Strategic marketing activities will be launched in new source markets, including Saudi Arabia and the USA’s large secondary cities through partnerships with the airlines.
For the short-haul international market, TAT has outlined ‘The Great Resumption’ under the ‘2Qs, 5News’ strategy. TAT will also promote all points of entry into Thailand, via land, water, and air with an aim to reinstate more than 80% of the regional air capacity in 2019.
In addition, more collaborative partnerships will be formed between TAT and the airlines to help boost the international tourism business by increasing the seating capacity to Thailand.
“For 2023, TAT expects Thailand to generate a total tourism revenue of 1.73 trillion Baht with 970 billion Baht from the international market and 760 billion Baht from the domestic market (for base case scenario) and 2.38 trillion Baht with 1.50 trillion Baht from the international market and 880 billion Baht from the domestic market (for best case scenario). This represents about 80% of Thailand’s tourism performance in 2019,” Yuthasak concluded.
