Tourism Authority of Thailand Unveils “A-B-C
Strategy” for Emerging Destinations
The Tourism Authority of Thailand (TAT) has
adopted a simplified “A-B-C Strategy” to promote emerging tourist destinations by creating inter-linked, theme-related travel routes
that its says better distribute visitor flows nationwide.
at TAT's media briefing on the opening day of the Thailand Travel Mart Plus
(TTM+) 2019, Mr. Tanes Petsuwan, TAT Deputy Governor for Marketing
Communications, said that this year’s TTM+ 2019 is being held
under the theme of ‘New Shades of Emerging Destinations’, a
continuation of long-standing TAT efforts to promote emerging
destinations, create jobs and distribute revenue countrywide
He said Thailand is now offering a choice of 55
emerging destinations to visitors seeking exciting new experiences
in both international and domestic markets. In 2018, these
destinations recorded 6 million (6,223,183) trips by foreign tourists, a growth of +4.95% on the
Tanes said the entire concept of positioning Thailand as a
‘Preferred Destination’ is designed around the concept of offering
quality products and services to travellers through Unique Local
Experiences while balancing quantity versus quality, and marketing
In line with that policy and concept, the
A-B-C strategy has been adopted to ensure both clarity and
A – Additional:
Connect major destinations to nearby emerging cites. For example,
in the North, tourists can travel by car within an hour to Lamphun
and Lampang from Chiang Mai. Likewise, on the Eastern Searboard,
Pattaya can be linked to Chanthaburi and Trat in the East.
Brand New: Some popular
destinations can be individually promoted thanks to their strong
identity and positioning. For example, Buri Ram in the Northeast
has a rich Khmer heritage and is also becoming a regional hub for
domestic and global sports events since the opening of the Chang
Arena and Chang International Circuit.
C – Combined: Some emerging cities can be promoted in
combination due to their proximity, shared histories and civilisations. For example, Sukhothai with Phitsanulok and
Kamphaeng Phet would make an outstanding historical route.
Mr. Tanes said some of these emerging
cities are already seeing arrivals of international tourists in
the past few years as follows:
Chiang Rai: Since the globally-publicised
cave-rescue of the ‘Wild Boars’ youngsters, this northernmost
province has become the most visited emerging city in Thailand. Extremely
popular with Chinese visitors, Chiang Rai is enriched with both
cultural gems and natural wonders such as, the White and Blue
Temples, as well as Phu Chi Fah.
Trat is a rising
beach-hideaway destination for island hoppers especially young
Europeans, led by the Germans. Popular islands include Ko Chang
and Ko Kut.
Sukhothai is a magnet for history-buffs, as it was
the first capital of the Kingdom and the Sukhothai Historical Park
is acclaimed as an UNESCO World Heritage Site. This destination has
become increasingly popular with French tourists.
Nong Khai, on
the Mekong River, is popular with border-crossing Laotians and
foreign tourists. A gateway city to the Mekong countries, it is on
the same route is Udon Thani, which boasts the Ban Chiang
Archaeological Site, a World Heritage Site since 1992.
Tanes said that some other emerging destinations expected to become more
popular in future are: Mae Hong Son, Lampang and Trang.
Thailand Travel Mart (TTM+) 2019 - TAT's Opening Press Conference