Elephant Guide to Thailand
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Tourism Authority of Thailand launches "Seven Amazing Wonders of Thailand" campaign |
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 2008.
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.”
Mrs Phornsiri 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.
Treasure 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 domestic tourism.
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.
Health and 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 Arabia.
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” practice.
Mrs Phornsiri said, “This year, we are commemorating His
Majesty the King’s 80th Birthday Anniversary. His Majesty is
the world’s longest reigning monarch and within two years,
will become the longest reigning monarch in world history. This
will be another cause for glorious celebration.”
The nine Royal Discovery Initiative projects cover areas such as
agriculture, occupational training, education, traditions and
culture.
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