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TAT Announces 2024 Strategic Direction Towards High Value and Sustainable Tourism

Recently, the Tourism Authority of Thailand (TAT) unveiled its strategic direction for 2024, aimed at elevating tourism standards and promoting sustainable practices in the country. Mr. Yuthasak Supasorn, TAT Governor, emphasized the need to shift towards high-value and sustainable tourism, focusing on increasing tourist spending, attracting quality travelers, and distributing income fairly to local communities. The four key factors to create tourism security include strengthening the supply chain, developing supporting tourism infrastructure, leveraging digital transformation, and focusing on external risk management.

For the international market, TAT aims to enhance Thailand’s sustainability image and target emerging quality markets in Europe and the Middle East. It also plans to expand collaborations with global partners and promote overland traveling via high-speed trains between China, Laos, and Thailand. The marketing efforts will utilize digital content, including virtual influencers, to appeal to Generation Z and Y travelers.

On the domestic front, TAT will prioritize stimulating Thai travelers to explore their own country, increasing travel frequency, and distributing tourism income equally among local communities. The marketing approach will highlight the unique soft power of each region in Thailand, showcasing local arts and crafts, cuisine, and getaways.

TAT’s overall revenue target for 2024 is set at 3 trillion Baht, with expectations of welcoming 35 million foreign tourists and inspiring 200 million domestic trips during the year. The key branding for both domestic and international markets will be “Amazing Thailand,” with concepts of “Create Your Great Moment Now” for domestic tourists and “Meaningful Relationship” for international travelers to encourage connections with local communities.

TAT will work in collaboration with the private sector to strengthen Thailand’s soft powers and achieve its strategic goals for a sustainable and thriving tourism industry in 2024.

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