The Tourism Authority of Thailand (TAT) has finalized its marketing plan for 2016 that will focus on promoting the kingdom as a "Quality Leisure Destination through Thainess.”
TAT cited the plan as the start of a new era for Thai tourism. The new strategy indicates an end to decades of focusing on "quantity,” as measured by visitor arrivals, and a total shift to "quality,” as measured by visitor expenditure, average length of stay, and the overall quality of the visitor experience.
In addition, within the broader context of the upcoming ASEAN integration, as well as the national reform process, Minister of Tourism and Sports Kobkarn Wattanavrangkul called on the entire industry, including both the private and public sectors, to work on the principles of the 3Rs: "Restructure, Rebalance and Reposition.”
The theme of this year’s meeting was ‘Synergy for the Best’ because the entire tourism industry will be joining hands to work together to be able to achieve the country’s goals.
Thailand is confident that, in 2016, it is will remain in the top three ranking in terms of international tourism receipts in the Asian region. The targets for 2016, as measured entirely in revenue earnings, are up by 8 percent over the projected earnings for 2015, or around 2.3 trillion baht.
Also international and domestic tourism will be both up by 8 percent over the same period, which is above the growth projections for the overall Thai national economy for 2016. The theme, along with the targets and marketing strategies, were finalized at the TAT’s annual marketing plan meeting, held in the beach resort of Bang Saen, Chon Buri province. The meeting was attended by more than 400 TAT executives and officers from head office and worldwide.
Mrs. Juthaporn Rerngronasa, Acting Governor of TAT said, "This plan marks the opening of a new chapter for Thai tourism.
It is based on the fact that there is more than adequate accessibility to Thailand via excellent air, road and sea connections, as well as smooth facilitation that allows visa-free or visa-on-arrival access for citizens from 68 countries and territories.
"As Thailand has the natural geographical advantage of being located right in the heart of the Asia-Pacific and ASEAN regions, we can be sure of strong arrival figures for years to come, assuming that the external and internal operating environment remains stable. So, we can confidently say that the era of promoting ‘quantity’ is over. The era of promoting ‘quality’ has begun.”
The Tourism Authority of Thailand (TAT) has finalized its marketing plan for 2016 that will focus on promoting the kingdom as a "Quality Leisure Destination through Thainess.” TAT cited the plan as the start of a new era for Thai tourism. The new strategy indicates an end to decades of focusing on "quantity,” as measured by visitor arrivals, and a total shift to "quality,” as measured by visitor expenditure, average length of stay, and the overall quality of the visitor experience. In addition, within the broader context of the upcoming ASEAN integration, as well as the national reform process, Minister of Tourism and Sports Kobkarn Wattanavrangkul called on the entire industry, including both the private and public sectors, to work on the principles of the 3Rs: "Restructure, Rebalance and Reposition.” The theme of this year’s meeting was ‘Synergy for the Best’ because the entire tourism industry will be joining hands to work together to be able to achieve the country’s goals. Thailand is confident that, in 2016, it is will remain in the top three ranking in terms of international tourism receipts in the Asian region. The targets for 2016, as measured entirely in revenue earnings, are up by 8 percent over the projected earnings for 2015, or around 2.3 trillion baht. Also international and domestic tourism will be both up by 8 percent over the same period, which is above the growth projections for the overall Thai national economy for 2016. The theme, along with the targets and marketing strategies, were finalized at the TAT’s annual marketing plan meeting, held in the beach resort of Bang Saen, Chon Buri province. The meeting was attended by more than 400 TAT executives and officers from head office and worldwide. Mrs. Juthaporn Rerngronasa, Acting Governor of TAT said, "This plan marks the opening of a new chapter for Thai tourism. It is based on the fact that there is more than adequate accessibility to Thailand via excellent air, road and sea connections, as well as smooth facilitation that allows visa-free or visa-on-arrival access for citizens from 68 countries and territories. "As Thailand has the natural geographical advantage of being located right in the heart of the Asia-Pacific and ASEAN regions, we can be sure of strong arrival figures for years to come, assuming that the external and internal operating environment remains stable. So, we can confidently say that the era of promoting ‘quantity’ is over. The era of promoting ‘quality’ has begun.”
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