THE TOURISM Authority of Thailand (TAT) has launched the Beautiful Thailand recovery campaign to accelerate efforts to encourage market confidence, as the flood situation in the country is now starting to stabilise.
TAT Governor Suraphon Svetasreni said that under the campaign, the NTO would focus on restoring tourist arrivals in the current high season – from November to March – and was confident that the Thai tourism industry would recover in the second half of the period from the year-end holiday to the third month of next year.
Described as a comprehensive communications and marketing strategy, the Beautiful Thailand campaign involves mainly media activities like interviews and fam trips, including a mega fam-trip for 300 media in December.
“The most effective strategy to restore tourist confidence and build lasting momentum for the Thai tourism sector is to focus on value-added services and warm Thai hospitality, not engage in price cutting,” said Suraphon.
According to the TAT’s latest update, floodwaters have already receded in most of the affected areas of Thailand’s central region. Cleanup and restoration is underway at the UNESCO World Heritage Site in Ayuthaya, the most notable tourist attraction to be flooded, which is now fully accessible and has already seen an increase in the number of foreign visitors.
