Pagoda at a Buddhist temple in Lampang, Thailand. Credit: 123rf
THAILAND is set to refocus its tourism marketing strategies, placing a stronger emphasis on developing the domestic market alongside continued work in the overseas markets, according to Yuthasak Supasorn, newly appointed governor of the Tourism Authority of Thailand (TAT).
Revenue goals still remain the same at 2.2 trillion baht (US$62.5 billion) this year, of which 1.4 trillion baht is expected to come from foreign arrivals and local tourists generating roughly 800 billion baht. TAT hopes to better equalise the revenue mix.
“The government has shifted the focus towards the domestic economy and consequently TAT has to follow suit. We are adjusting the budget to focus more on domestic tourism,” explained Yuthasak, stressing that this is a supplement rather than a replacement of TAT’s role in promoting Thailand overseas.
Plans include developing new attractions and catalysing new markets by promoting and making information more readily available.
“Last year, we launched a campaign called 12 Hidden Gems and we recorded about a 20 per cent increase in traffic numbers. The more information you provide, the more people think about travelling,” added Yuthasak.
Among the places set to emerge as new destinations are Lampang and Nan in northern Thailand, Nakhon Si Thammarat and Ranong in the south, as well as Buriram in the north-east.
