Koh Mak, Trat province. (Photo: Jetjaras Na Ranong)
The Tourism Authority of Thailand (TAT) is implementing its “Visit Thailand Year 2022: Amazing New Chapters” campaign to help revive the country’s tourism sector while playing a positive role in the overall economy.
TAT Governor Yuthasak Supasorn said the campaign will focus on Thailand’s soft power assets including food, film, fashion, festivals, traditions, music, museums and technology .
“To achieve this, TAT has formulated a ‘DASH’ model to maneuver the entire organization towards the single goal of transforming the tourism sector,” Mr. Yuthasak said.
D stands for “domestic travel”, which TAT will focus on both tourists and tour operators, he said.
A is for “accelerate demand” to drive qualitative demand by targeting high-income segments, delivering valuable experiences while emphasizing safety.
S stands for “Shaping the Supply” to elevate tourism ecosystems through quality and sustainability. This will be based on responsible tourism and digital tourism, resulting in a sustainable distribution of income, he said.
Finally, H is for “healing the Thai economy” which emphasizes strong and sustainable growth in the tourism sector as the country reopens.
“With the DASH model, TAT is putting more emphasis on domestic tourism,” Mr. Yuthasak said.
“For international tourism, TAT introduces its new project ‘Amazing Thailand Workplace Paradise’, which aims to make Thailand the world’s leading destination for remote workers,” he said.
The project is a response to the strong growth in remote work due to the pandemic.
TAT expects Thailand’s tourism industry to generate 1.28 trillion baht and attract up to 10 million international arrivals this year.
Some 656 billion baht is expected to come from the domestic market and 625 billion baht from the international market.
Domestic tourists spend about 4,100 baht per person, compared to an average of 62,580 baht per person for foreign tourists.