Wednesday, January 24, 2024
The Tourism Authority of Thailand (TAT) is emphasizing Thailand’s renewed commitment to more meaningful travel, prioritizing high-value and sustainable tourism at the ASEAN Tourism Forum (ATF) 2024, taking place from January 22 to 27 in Vientiane, Lao PDR.
Ms. Thapanee Kiatphaibool, TAT Governor, said “TAT recognises the ATF, now in its 42nd year, as a significant annual platform for ASEAN tourism promotions. The event comprises several high-level components, including meetings of ASEAN Tourism Ministers, a tourism conference, media briefings, and the region’s leading TRAVEX trade show. TAT is proud to be a part of promoting ASEAN as a unique tourism destination to buyers from around the world.”
Aligned with the ATF 2024’s theme, “Quality and Responsible Tourism – Sustaining ASEAN Future,” TAT continues its focus on high-value and sustainable tourism. This philosophy is evident in the atmosphere of the Thailand Stand at the ATF TRAVEX 2024.
Officially opened on January 24, the Thailand Stand saw the presence of H.E. Morakot Sriswasdi, Ambassador of the Kingdom of Thailand to the Lao PDR, Mr. Kitti Chaodee, Secretary to Thailand’s Minister of Tourism and Sports, and Ms. Thapanee Kiatphaibool, TAT Governor, along with TAT executives.
The Thailand Stand showcases a variety of meaningful travel experiences reflecting Thai soft powers and sustainable objectives. Thai massage demonstrations underscore the kingdom’s global reputation as a premier destination for health and wellness tourism. The Thailand Stand also features collaborative presentations by key players such as the Thailand Privilege Card, Thai Airways International, Bangkok Airways, and the Isan Tourism Industry Trade Association, all playing crucial roles in ASEAN intra-regional tourism and connectivity.
TAT conducted the Thailand Media Briefing to provide updates on Thailand’s tourism and its role in ASEAN tourism promotion.
In 2023, Thailand welcomed over 28 million tourists, generating a revenue of 1.2 trillion Baht, with 35% from ASEAN countries. TAT has set a revenue target for 2024 at 3 trillion baht in the best-case scenario, comprising 1.92 trillion Baht from international tourism and 1.08 trillion Baht from domestic tourism. Anticipated figures include 35 million foreign arrivals and 200 million domestic trips.
Mr. Nithee Seeprae, TAT Deputy Governor for Marketing Communications, said “To achieve the target, TAT will continue to strengthen Thailand’s image as a sustainable and responsible tourism destination. We are enhancing efforts to elevate supply and sustainable standards and leveraging Thai soft powers to offer meaningful travel experiences in Thailand.”
The Thailand Tourism Awards and TAT’s Sustainable Tourism Goals (STGs) underscore Thailand’s commitment to high-value and sustainable tourism. The 2023 edition of the Thailand Tourism Awards introduced two new categories, Low-carbon and Sustainability, demonstrating the country’s dedication to low-carbon tourism and its direction towards high-value and sustainable tourism.
TAT’s STGs, developed in alignment with the United Nations’ Sustainable Development Goals, classify the Thai tourism industry through a Sustainable Tourism Acceleration Rating (STAR) system. Currently, 497 businesses in Thailand hold STAR certifications.
Regarding ASEAN tourism promotions, considering that about one-third of Thailand’s visitor arrivals in the previous year came from ASEAN, TAT has revamped its marketing strategy for 2024. The focus now shifts towards segments with higher spending habits, longer stays, a penchant for local exploration, and a commitment to environmental care. These segments include luxury experiences, health and wellness, family-friendly holidays, and secondary destinations.
“ASEAN connectivity plays an important role in boosting Thailand’s tourism industry and generating significant economic gains. Connectivity by air, land, rail, and maritime can increase the flow of visitors. Hence TAT sees the development of intra-regional transportation infrastructure as crucial in facilitating easier and more affordable travel,” Mr. Nithee concluded.
Saturday, April 27, 2024
Saturday, April 27, 2024
Sunday, April 28, 2024
