The Tourism Authority of Thailand (TAT) uses the slogan "Amazing Thailand" to promote Thailand internationally. In 2015, this was supplemented by a "Discover Thainess" campaign.[3]
"Discover Thainess" tourist initiative[edit]
In order to reignite growth in Thailand's tourist industry, the Tourism Authority of Thailand (TAT) has embarked on a new campaign for 2015 entitled "2015: Discover Thainess".[25][3] TAT Governor Thawatchai Arunyik said the campaign will incorporate the "twelve values" that Thai junta leader and Prime Minister Prayut Chan-o-cha wants all Thais to practice.[6] TAT officials foresee a large increase in tourist numbers due to the "Discover Thainess" campaign. Ms Somrudi Chanchai, Director of the TAT Northeastern Office, has forecasted that tourists to her Isan region will increase by 27.9 million [sic] visitors, generating 65 billion baht in revenue.[26]