The Tourism Authority of Thailand (TAT) is planning a four-layer tourism concept under a cheeky abbreviation, SEXY, which promotes safe and sustainable travel in the Covid-19 era.
The concept, built on S – Safety and Hygiene, E – Environmental Sustainability, X – Extra Experiences and Y – Yield, is expected to “help restore travellers’ confidence, while driving recovery for both the Thai economy and the tourism industry to make a comeback stronger than ever”, said TAT governor Yuthasak Supasorn.
TAT’s upcoming tourism recovery campaign will focus on safety and hygiene; environmental sustainability; extra experiences; and high-yield travellers
SEXY is expected to run in 2021 and 2022.
TAT will demonstrate Safety and Hygiene through the country’s Amazing Thailand Safety and Health Administration (SHA), a public-private sector co-operation to promote health and well-being for residents and visitors. Since Amazing Thailand SHA’s launch in May 2020, more than 8,000 businesses and entrepreneurs in 10 key sectors across the country have been certified under the programme. New certified players are joining the programme every month, according to TAT.
Environmental Sustainability will be fulfilled by TAT’s past and present efforts on sustainable tourism development, such as wildlife conservation, the Upcycling the Oceans Thailand clean-up effort, and Thailand Reduce Waste campaign.
Extra Experiences will play up TAT’s ongoing push for brand new tourism products as well as additional public health safety measures that have served to contain the spread of Covid-19 in the country.
The last of SEXY concept focuses on Yield, which will be fulfilled by the NTO’s strategy to move the Thai tourism industry out of mass tourism and towards responsible tourism with an emphasis on revenue-generating quality tourists.
Yuthasak said: “In implementing this tourism concept, TAT will be closely aligning its strategies with the policies and plans of the related public and private sector organisations. Together, TAT and Thai tourism stakeholders will reshape the image of Thailand with core messages highlighting the importance of safe and sustainable travel.”
The Tourism Authority of Thailand (TAT) is planning a four-layer tourism concept under a cheeky abbreviation, SEXY, which promotes safe and sustainable travel in the Covid-19 era.
The concept, built on S – Safety and Hygiene, E – Environmental Sustainability, X – Extra Experiences and Y – Yield, is expected to “help restore travellers’ confidence, while driving recovery for both the Thai economy and the tourism industry to make a comeback stronger than ever”, said TAT governor Yuthasak Supasorn.
SEXY is expected to run in 2021 and 2022.
TAT will demonstrate Safety and Hygiene through the country’s Amazing Thailand Safety and Health Administration (SHA), a public-private sector co-operation to promote health and well-being for residents and visitors. Since Amazing Thailand SHA’s launch in May 2020, more than 8,000 businesses and entrepreneurs in 10 key sectors across the country have been certified under the programme. New certified players are joining the programme every month, according to TAT.
Environmental Sustainability will be fulfilled by TAT’s past and present efforts on sustainable tourism development, such as wildlife conservation, the Upcycling the Oceans Thailand clean-up effort, and Thailand Reduce Waste campaign.
Extra Experiences will play up TAT’s ongoing push for brand new tourism products as well as additional public health safety measures that have served to contain the spread of Covid-19 in the country.
The last of SEXY concept focuses on Yield, which will be fulfilled by the NTO’s strategy to move the Thai tourism industry out of mass tourism and towards responsible tourism with an emphasis on revenue-generating quality tourists.
Yuthasak said: “In implementing this tourism concept, TAT will be closely aligning its strategies with the policies and plans of the related public and private sector organisations. Together, TAT and Thai tourism stakeholders will reshape the image of Thailand with core messages highlighting the importance of safe and sustainable travel.”