Pattaya Daily News

13 September 2010 :: 11:09:49 am 38438

TAT Introduce New ‘balanced’ Marketing Strategy for 2011

The Tourism Authority of Thailand (TAT) recently announced its intention to embrace a new five-point ‘balanced’ tourism strategy for 2011 and beyond. Encompassing a more sustainable long-term goal, TAT hope that new marketing initiatives will better prepare the Kingdom for future developments in the key industry.
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Thailand, the 13th of September 2010: According to TAT Governor Mr. Suraphon Svetsreni, the new policies “take into consideration the fact that tourism does not operate in a vacuum but is interlinked with three key external factors – the economy, environment and society – which have to be taken into account.”

Fundamental to the new strategy will be the continued “Amazing Thailand, Amazing Value” emphasise which has proven successful at marketing the nation as a high-value-for-money tourism destination. Adoptions to the monetary value strategy however will include a focus on promoting emotional value under a new slogan “Amazing Thailand Always Amazes You” aimed at conveying “Thai-ness” and the unique hospitality and friendliness of the Thai people and diverse culture.

As part of campaigns, the TAT will look to further promote Thailand to the green or eco tourism sector. This new ‘wing’ is aimed at reducing the significant low/high season divide that exists in the Kingdom, by marketing Thailand’s diverse ecology and wide variety of landscapes and regions in an attempt to boost tourism in the usually flat monsoon/rain season (July-October).

In keeping with the new environmental focus, TAT will introduce a Corporate Social Responsibility Project by launching the “Go Green, Go Thailand” campaign. The focus of the campaign will be minimisation of the ecological impact of tourism by promoting sustainable marketing and forming links with local businesses in order to support the initiative.

Due in part down to recent political tensions in the nation and a resultant drop in tourism the TAT has acknowledged the need to implement better strategies to manage external forces in order to help minimise their effect on tourism. The formation of a new Tourism Intelligence Unit and Crisis Communication Center (TIC) forms a large part of the TAT’s new proactive approach, designed at opening the communication lines between Thailand and the international community over national developments or situations.

Additionally the TAT will strive to encourage a shift on Thailand’s reliance on international tourism by encouraging domestic travel and holidays by Thai nationals. Maintaining Thailand’s position at the fore of tourism in Asia, the TAT have announced a need to continue to provide new experiences for repeat visitors (62% of international tourism industry) while promoting aforementioned campaigns in order to boost the inflow of new tourists.

In conclusion, new TAT strategies aim to boost Thailand’s potential as a ‘well-rounded’ high value tourism destination offering a unique holiday experience for all forms of tourist.

Reporter : John Weston   Photo : Internet   Category : Tourism News

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