and New Marketing Slogan, “Thailand Unforgettable”
September 28, 2006 - Strong brand building is to be the primary strategy of the Tourism Authority of Thailand (TAT) as it seeks to achieve a target of 13.8 million international arrivals in 2006 and 15 million in 2007.
The new marketing slogan, “Thailand Unforgettable”, expected to be utilised
for at least three years, is a key component of the strategy which will
also include strong efforts to maintain a market share, boost tourism revenue
earnings, and enhance Thailand’s competitive edge.
These targets were agreed at last week’s annual marketing meeting of the which also included extensive consultations with the private sector.
This year, TAT researched its competitive position and found that Thailand featured amongst the top ten destinations in the holiday segments of beach holidays, family destination, nightlife and convention.
Research by other publications like Lonely Planet, popular with the young people, show Thailand is already the top-rated destination in terms of value and food. It has also been rated as having the “Most Exciting Outdoor Market.”
Under the new “Thailand Unforgettable” slogan, the marketing activities will seek to accentuate Thailand’s key strengths as a destination;
Efforts will be directed at ensuring a good mix of source markets in
terms of both customer segments and geographical distribution.
Short-haul markets where people are travelling for shorter periods but more frequently include Malaysia and Singapore.
Five new tourism products and services have been identified to cater to the needs of specific market segments; Classic Destinations, Emerging Destinations, Sport Activities, Trendy Products, and Special Product of the year.
In each segment, the following have been identified in a way that allows the key product highlights to be matched with the destinations that best offer them:
Other strategies will be designed to build Thailand’s image as a gateway to the Greater Mekong Subregion, increase tourism revenue and make better use of technology, both as a means of marketing as well as a medium of getting updated customer feedback.
As for domestic marketing plans, TAT’s campaign slogan is “Tourism has become a part of life”, intended to show that travelling within the country is no longer just a means of recreation but a lifetime necessity,” Governor Juthamas said.
Tourism Authority of Thailand
|Also See:||Coup d'e'tat Has Limited Impact on Thailand's Travel and Tourism Industries / September 2006|