‘2Qs, 5News’ technique to drive progress, ET TravelWorld News, ET TravelWorld

Thailand Tourism's marketing plan for next year: '2Qs, 5News' strategy to drive growth

The Tourism Authority of Thailand ,TAT) goes to place better emphasis on the restoration of the tourism sector in direction of stronger and sustainable, extra accountable, extra digital and extra inclusive tourism progress within the subsequent 12 months.

In its advertising plan for 2023, the tourism authority revealed devoted methods for international markets – each short-haul and long-haul together with sharing plans for its home market.

Carrying ahead this 12 months’s purpose to revitalise and rework Thai tourism, the TAT sees 2023 as a 12 months of ‘new beginnings’ for the nation’s tourism business,

TAT will proceed to make use of its “Visit Thailand Year 2022-2023: Amazing New Chapters” campaign as a communication strategy for the international market. It said that Thailand will continue to be promoted as a world-class destination that offers something for everyone under the ‘From AZ: Amazing Thailand Has It All’ concept. “This will be showcased alongside the kingdom’s 5F, 4M soft-power foundations; namely, Food, Film, Fashion, Festival, Fight, Music, Museum, Master, and Meta,” the authority said in a statement.

Commenting, Yuthasak Supasorn, TAT Governor, said, “TAT is committed to helping revitalize and transform Thai tourism under our three strategic objectives, which are: to ‘drive demand’ for meaningful travel, to ‘shape supply’ by developing a new tourism ecosystem , and to ‘thriv for excellence’ by making the TAT a data-driven organisation. We believe this will heighten our goal for Thailand to achieve high value and sustainable tourism growth,” added.

Strategy for short-haul markets like India
For the short-haul international market, TAT has outlined ‘The Great Resumption’ under the ‘2Qs, 5News’ strategy. The ‘2Qs’ is ‘Quick Win’ to drive back the demands of tourists and ‘Quality’ to achieve more numbers of revisits and higher trip expenditure. The ‘5News’ include ‘New Segments’ with growth potential, ‘New Areas’ for source tourist markets, ‘New Partners’ in existing markets, ‘New Infrastructure’ relating to travel and tourism, and ‘New Way’ of travel experiences that will focus on responsible tourism.

TAT will also promote all points of entry into Thailand, via land, water, and air with an aim to reinstate more than 80 per cent of the regional air capacity in 2019.

Thailand is in the process of launching the Long-Term Resident (LTR) visa for four groups – wealthy foreigners, retirees, working foreigners, and specialists. It is proposed that there will be a one-time fee for an LTR visa of 50,000 Baht with a validity of 10 years. While the LTR has been approved by the Thai Cabinet, it is waiting to be published in the Royal Gazette.

Plan for long-haul markets
For the long-haul international market, TAT recognizes 2023 as the ‘time is the new currency’ era. Therefore, emphasis will be placed on promoting Thailand as a year-round destination for health and wellness aficionados, families with kids, active seniors, and remote workers/ teleworkers through co-promotions with leading brands. Strategic marketing activities will be launched in new source markets, including Saudi Arabia and the USA’s large secondary cities through partnerships with the airlines.

More collaborative partnerships
In addition to market strategies, TAT will explore more collaborative partnerships with airlines to help boost the international tourism business and increase the seating capacity to Thailand.

Initially, this will focus on key source markets with no travel restrictions to drive the travel demand of high-disposable income groups (Millennials, Gen-X, and Silver-Age People), hyper-personalisation groups (health and wellness, sports tourism, and responsible tourism), and new segments (digital nomads and remote workers/ teleworkers).

TAT will also use the Thailand Tourism Virtual Mart (TTVM) as the key online B2B platform for Thai tourism businesses and international tourism operators.

Revenue targets
“For 2023, TAT expects Thailand to generate total tourism revenue of 1.73 trillion Baht with 970 billion Baht from the international market and 760 billion Baht from the domestic market (for base case scenario), and 2.38 trillion Baht with 1.50 trillion Baht from the international market and 880 billion Baht from the domestic market (for best case scenario). This represents about 80% of Thailand’s tourism performance in 2019,” Supasorn informed while sharing details.

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