In a bid to ensure safe and enjoyable travel experiences in Thailand, the Tourism Authority of Thailand (TAT) has unveiled a new campaign primarily targeting tourists from China. The campaign, spearheaded by TAT Governor Thapanee Kiatphaibool, emphasizes promoting Thailand’s safety standards and its allure as a travel destination. Rooted in the ‘Land of CARE’ concept, the initiative encapsulates Thai values of hospitality, assistance, relaxation, and a commitment to elevating tourism standards.
Integral to the campaign are enhanced safety measures led by the Tourist Police Bureau, including a mobile truck for tourist communication and the multilingual ‘POLICE I LERT U’ emergency assistance app. Major retail player CPN has fortified safety across its properties through CCTV surveillance and trained security personnel. Ride-hailing service Grab Thailand is contributing to passenger safety through advanced technology and comprehensive driver training.
Beyond local initiatives, the campaign strategically employs international Key Opinion Leaders (KOLs) to endorse Thailand as a secure and appealing tourist destination. The overarching goal is to reach a substantial audience of 100 million impressions, targeting both local and international tourists and reinforcing Thailand’s commitment to ensuring a secure and attractive environment for visitors.