New Value-Based Tourism Strategy in Line with Thailand’s Economic Reform
The Tourism Authority of Thailand (TAT) is starting to shift the directions of the national tourism industry toward a new economic model to develop Thailand into a valued-based economy, called "Thailand 4.0.”
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According to a report from TAT, the new strategic policy is designed to bring tourism, now recognized as of one of Thailand’s most successful economic pillars, in line with the 20-year national reform plan.
Tourism is one of seven industries considered the backbone of the emerging digital economy. It also has enormous potential to contribute to the creative development of sub-sectors, such as health and wellness, culture and heritage, and the natural environment. Hence, the new model will strive to transform Thailand’s comparative advantage into a competitive advantage.
TAT Governor Yuthasak Supasorn stated that the TAT goal is now moving the tourism industry from offering "Value for Money” to "Value for Experience.” TAT will focus on the "unique Thai local experiences” to create valuable and memorable experiences to quality tourists by creating value tourism products and upgrading product standards. This will mean greater emphasis on promoting creative tourism through Thai culture, experiences, and way of life.
TAT will also develop a broad range of marketing communications material in line with the objectives to highly give greater prominence to the "unique local experience of Thailand” on the world stage. In 2017, a target has been set is to raise revenue earnings from domestic visitors by 10% to 950 billion baht, and from international visitors by 10% to 1.89 trillion baht.
TAT has selected Chiang Rai province as a model for sustainable tourism development in 2017. The foundations of Green Growth (economic, social and environmental balance) will be laid first in Chiang Saen district and gradually expanded across the province.
Mr. Yuthasak said that TAT wants to ensure that Thailand is seen as a "preferred destination” in the minds of international visitors. At the same time, visitor arrivals will have to be managed by greater focus on sustainability and management of the natural resources.
