The Tourism Authority of Thailand (TAT) marked Thailand’s 42nd participation at the World Travel Market (WTM) with the launch of its new ‘Meaningful Relationship’ communication concept along with inspiring initiatives to strengthen its commitment towards sustainable tourism goals.

 

The Thailand Stand at the WTM 2023 on the first day of the event (Nov 6) received a special visit from Princess Ubolratana, who also joined a ‘souvenir by the sea’ workshop on how to turn discarded fishing nets into a bag.

 

Present at the stand’s opening ceremony were Minister of Tourism and Sports, Sudawan Wangsuphakijkosol, and TAT Governor Thapanee Kiatphaibool, as well as TAT executives. 

 

Thapanee said: “Thailand’s presence at the WTM 2023 is focused on strengthening a meaningful relationship between Thailand, the Thai people, and tourists from around the world, as well as reiterating the kingdom’s ongoing direction towards more sustainable and responsible tourism.”

 

Featuring the ‘Meaningful Relationship’ and ‘Sustainable Tourism Goals’ approaches, the Thailand stand is decorated with reused materials from previous trade events and new items that can be recycled. The design presents a nature feeling with wicker products to invoke the Thai way of life and photographs on display that portray Thailand’s meaningful relationship with tourists.

 

The Thai delegation includes 22 hotels and resorts and 12 DMCs, as well as Bangkok Airways, Thai Airways International, Thailand Privilege Card, and the Thai Ecotourism and Adventure Travel Association (TEATA). The TAT information counter promotes the ‘Meaningful Relationship’ concept and showcases sustainable tourism initiatives, including a DIY workshop on a keychain made of waste plastic bottle caps.

 

Meanwhile, the Amazing Thailand Press Conference placed focus on TAT’s new ‘Meaningful Relationship’ communication concept and included the Responsible Tourism Awards 2023 presentation.

 

It was revealed that for the UK market, TAT will place focus on potential segments with higher spending, a tendency to stay longer, wanting to explore local areas and care for the environment. These segments include luxury, wellness, responsible travellers, and repeater and first-timer - Millennials and new UK cities.

 

From January 1 - October 31, 2023, Thailand recorded over 21.6 million arrivals and generated over 20.61 billion Pounds Sterling (927 billion Baht). The top five markets are Malaysia (3,342,819), China (2,778,595), South Korea (1,313,781), India (1,283,340), and Russia (1,097,361), while the UK market contributed 617,017 tourists. 

 

By the end of 2023, TAT expects to see around 80 per cent of the overall tourism revenue generated in 2019, or at 52.88 billion Pounds Sterling (2.38 trillion Baht). This includes tourism revenue of 33.33 Pounds Sterling (1.5 trillion Baht) from around 25-30 million arrivals. From the UK market, the expectation is 795,214 tourists and revenue of 1.37 billion Pounds Sterling (62,000 million Baht).

 

The 2024 target is set at total revenue of 66.66 billion Pounds Sterling (3 trillion Baht) with 42.66 billion Pounds Sterling (1.92 trillion Baht) coming from the international market. From the UK, the target is 940,000 tourists and revenue of 1.88 billion Pounds Sterling (84,860 million Baht).

 

The tourist numbers from the Middle East have shown a remarkable increase of 400% over last year, with Saudi and UAE visitor numbers increasing substantially following the launch of new flights, said TAT Governor Thapanee.

 

Present at the Amazing Thailand Press Conference were Minister of Tourism and Sports Sudawan Wangsuphakijkosol, and TAT Governor  Thapanee Kiatphaibool, as well as TAT executives. 

 

Sudawan said: “The Thai Government is committed to making the tourism sector become more environmentally friendly and applauds TAT’s establishment of the Sustainable Tourism Goals. The annual Responsible Thailand Awards also reflect our determination and enhance the image of Thailand as a responsible tourism destination.”

 

The annual Responsible Thailand Awards recognises the kingdom’s champions of sustainable tourism in six categories comprising 1) Animal Welfare, 2) Nature, 3) Marine and Heritage, 4) Community-based Tourism, 5) Hotel, Eco Lodge/Eco Hotel, and  6) Green Steps. This year, the winners are Mahouts Elephant Foundation, New Heaven Reef Conservation Programme, Kao Thep Pitak Community Restaurant, Devasom Khao Lak Resort, Elephant Hills, and Pattaya Elephant Sanctuary. 

 

Thapanee said “The new ‘Meaningful Relationship’ marketing communication concept is designed to encourage travellers to engage in a meaningful connection whether it is with themselves, the local people, the community, nature, or even with Thailand. When travellers form a relationship with the people they meet and the place they visit, they will have an opportunity of creating lifelong friends, cherished recollections, and enjoyable time.”

 

The concept will be incorporated into TAT’s ongoing promotion of Thailand as a sustainable and responsible tourism. 

 

As well as the annual Responsible Thailand Awards, TAT has developed and implemented its own Sustainable Tourism Goals (STGs) in line with the 17 Sustainable Development Goals (SDGs) by the United Nations Development Programme. 

 

TAT’s STGs encompass the entire Thai tourism industry in a Sustainable Tourism Acceleration Rating (STAR) system. Businesses that comply with the goals will attain a corresponding number of stars. Currently, there are 251 businesses with STAR certifications in Thailand.

 

Meanwhile, the biannual Thailand Tourism Awards has long signified the quality and excellence in Thailand’s tourism and hospitality operations. In the latest edition, this year awards included a new category of low carbon and sustainability.

 

The TAT’s ‘Meaningful Relationship’ communication concept is also prominently presented through a London Bus wrapping. The Amazing Thailand Bus is being positioned in front of the ExCel Hall and offers free hop on-hop off services with stops enroute at key attractions in London. Tourists will be offered 10-15% discount vouchers, which can be used at the Thai Square, Nipa, and Patara restaurants. Those sharing pictures of the Bus via social media with #AmazingThailand will get free Thai elephant pants. - TradeArabia News Service