THAILAND has introduced a new campaign to stimulate domestic tourism and mitigate fluctuations in international arrivals.
Tourism Authority of Thailand (TAT) governor, Suraphon Svetasreni, said: “The importance of domestic tourism is growing because it less vulnerable to seasonality fluctuations and is also the first to make a comeback after any unexpected crisis, such as floods.”
The authority has targeted 107.4 million intra-Thailand trips in 2013, and six percent growth in domestic tourism revenues to 453 million Thai baht (US$14.3 million).
To achieve this target, TAT aims to generate demand in a way that provides a steady flow of visitors all year; highlight the unique identity of different regions; create networking opportunities for domestic tourism businesses; and spin travel as an education experience rather than a recreational activity.
The new campaign, which will run through the remainder of 2012 into 2013, promotes travel and tourism as a necessary part of life for Thai nationals and expatriates.
The marketing slogan “New Thinking, New Perspectives -Travel in Thailand Can Yield More Than You Think” is aimed particularly at young Thais and intended to inspire national pride.
Suraphon said: “Domestic travel has an emotional element because people feel they are helping their fellow citizens, not just travelling for the sake of fun or recreation. Hence, it comes from the heart and is a part of life for all Thai citizens.”
TAT is encouraging businesses in Thailand to offer domestic getaways as performance incentives, and hold meetings, seminars, and teambuilding exercises at new destinations around the country.
“In addition to school trips and corporate incentives, one of the most important areas is facilitating travel for elderly people, people with disabilities and other such vulnerable groups. They, too, need to enjoy the privilege of travelling as a part of life,” said Suraphon.
“We are glad to see significant improvements in the ability of Thai tourism products and services to cater to such groups.”
Reporting by Timothy France
