The Tourism Authority of Thailand has segmented and regrouped its core national tourism products
into a seven-point package that will be marketed worldwide under the banner of “Seven Amazing
Wonders” of Thailand.
Approved after the annual marketing meeting of TAT in the beach resort of
Cha Am last week, the new campaign is designed to help attain a target of 14.8 million international visitor arrivals in 2007
and 15.7 million in 2008. The domestic tourism target is 82 million trips in 2007 and 83 million trips in
TAT Governor Mrs Phornsiri Manoharn said, “The new planning focus takes into account the many
influencing factors at the global, regional, and local levels, ranging from changes in consumer
behaviour, the impact of oil prices to branding and low-cost airlines.”
noted that the new campaign will be underpinned by the strong branding slogan “Amazing Thailand” which proved hugely successful
in 1998/99 and underscores the country’s image as a peaceful, hospitable country and a year-round tourism destination with high quality of
value-for-money products and services.
The “Seven Amazing Wonders” theme products are as follows:
Thainess: “Experience the Art of Thai Living”
- which refers to traditional Thai hospitality, lifestyle and friendliness of the people.
products: “Land of Heritage and History”
- covering the World Heritage sites and historical places, temples, and Thai museums.
Beaches: “Fun, Sun, Surf and Serenity of Thai Beaches”
- the long-standing popularity of Thai beach resorts for international and
Nature: “Encounter the Sheer Beauty of Thai Nature”
- focus on conservation and environment, and market Thai products within the
framework of the worldwide attention being paid to global warming.
Wellness: “Land of Healthy Smile”
- a rapidly growing market, highlighting Thailand’s preventive and curative therapies.
Trendy: “Excite Yourself with a Myriad of Thai Trends”
- targetted at the new generation of young travellers, and covering the new
boutique hotels, shopping centres, restaurants, nightlife, and entertainment.
Festivities: “Enchant Yourself with International Festivities in Thailand”- the ‘sanuk’ (fun) factor, featuring popular Thai events and festivals
such as the Phuket Regatta, Elephant Polo, etc.
The 18 main markets which are targeted for intensive promotions are mainly in
Asia Pacific, East Asia and Europe regions. Among the 20
emerging markets with strong growth potential are Vietnam, the Philippines, Indonesia, Russia and CIS countries, East Europe,
the UAE, and Saudi
This year, TAT is to open offices in Dubai, Moscow and Vietnam, all of which are generating promising growth. It is also working actively in
China which is projected to become Thailand’s top source of visitor arrivals by the end of this decade, overtaking both Malaysia and Japan.
Mrs Phornsiri said the core focus will be on attracting “quality tourists with high yield.” A lot of time and effort is to be directed at enhancing
TAT’s e-marketing abilities through websites, blogs, discussion forums, travel clubs, mobile phone messages, etc, especially to reach the
high-end target group in places like Japan, Australia and the US.
She said, “The fact that 60% of total arrivals are repeat visitors opens up excellent opportunities to attract more visitors by getting our loyal
guests to recommend Thailand to more friends and colleagues.”
One key component of the campaign will be the nine Royal Discovery Initiative projects, all conceptualised and created by His Majesty the
King and members of the Royal Family as part of Thailand’s “sufficiency economy”
Mrs Phornsiri said, “This year, we are commemorating His Majesty the King’s 80th Birthday Anniversary. His Majesty is
longest reigning monarch and within two years, will become the longest reigning monarch in world history. This will be another cause for
The nine Royal Discovery Initiative projects
cover areas such as agriculture, occupational training,
education, traditions and culture.
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