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TAT showcases digital transformation of Thai tourism

The Tourism Authority of Thailand (TAT) presented Thailand’s innovation approach on digital tourism in line with key strategies under the ‘Visit Thailand Year 2022: Amazing New Chapters’ tourism campaign at the Global Tourism Forum (GTF) 2022: Dubai Blockchain for Travel, which was held yesterday (26 March).

Mr. Nithee Seeprae, TAT Deputy Governor for Digitalisation, Research, and Development, highlighted Thailand’s readiness on digital tourism during the GTF 2022’s session 5 on Blockchain Technology a Bridge to Smart Tourism.

Also sharing knowledge at the session were Ms. Sumaira Isaacs, CEO of the World Tourism Forum Institute, and Ms. Angela Gerekou, President, Greek National Tourism Organisation, with Ms. Neslihan Gündeş, Director of Partnerships and Board Affairs, World Tourism Forum Institute, as the session’s moderator.

Mr. Nithee said as the world exited the COVID-19 pandemic, TAT launched the ‘Visit Thailand Year 2022: Amazing New Chapters’ tourism campaign with the aim to revitalise and transform Thai tourism towards stronger and sustainable, more responsible, more digital, and more inclusive tourism growth in response to the growing trend under the new normal.

“There is opportunity in every crisis. The Coronavirus pandemic hit Thai tourism particularly hard, but it has also brought unprecedented digital transformation that now plays a pivotal role in accelerating the country’s tourism ecosystem to quality and sustainability. As such, TAT is adopting ‘smart tourism’ in our strategy aimed at elevating Thai tourism’s competitiveness, while promoting Thailand as a remote workers friendly destination among tech savvy travellers and digital nomads,” Mr. Nithee Seeprae, TAT Deputy Governor for Digitalisation, Research, and Development

TAT’s innovation approach on digital tourism is based on 3 key factors.

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Firstly, TAT is placing emphasis on domestic Thai tourists by sharing knowledge and building trust on the readiness of Thailand’s digital tourism. A ‘Durian Farm Virtual Tour’ platform was recently launched to allow tourists to visit a farm in the virtual world and purchase real fruit to be delivered to them. Similar projects are underway to create personalised experiences in the Metaverse virtual world and pave the way for the utilisation of cryptocurrency. In addition, TAT is looking at utilising a Non-fungible Token (NFT) to promote Thai tourism through digital art starting with local wisdom products; such as, paintings, graphics, videos, and music.

Secondly, still focusing on creating greater awareness on Thailand’s digital tourism among domestic Thai tourists, TAT has initiated a “Thailand Holideals” project on holideals.tourismthailand.org , offering special tourism packages, privileges, and tour promotions from tourism businesses up and down the country that can be purchased using a digital token, thus making it the first time in Thailand that a digital token can be used for tourism products and services.

Thirdly, TAT is promoting Thailand as a remote workers friendly destination by placing emphasis on a new generation of international travellers, including the digital native, Gen Z, and digital nomads. This is in response to a growing trend in light of the Coronavirus pandemic whereby people work remotely and enjoy a vacation. This group of travellers are moving to cryptocurrency payments, and among several projects underway, a TAT NFT will be introduced to enhance the international awareness of local Thai arts and crafts.

About GTF 2022

The Global Tourism Forum (GTF), the World Tourism Forum Institute (WTFI)’s premier flagship, is an international collaboration platform focused on addressing the challenges for the travel industry. Through this event, the WTFI aims to be at the forefront of this revolution by presenting new options to a new generation of travellers with an alternative way to purchase travel and all opportunities with blockchain revolution. Several high-profile speakers and influencers will be attending the event from both the ecosystems, including Mr. François Hollande, former President of France, Mr. Taleb Rifai, Secretary-General of the World Tourism Forum Institute and former Secretary-General of the UNWTO, and Mr. Michael Gebert, Chairman of the European Blockchain Association. For more information, visit: https://www.globaltourismforum.org/dubai-blockchain-for-travel/ .

The post TAT showcases digital transformation of Thai tourism at Global Tourism Forum 2022 appeared first on TAT Newsroom .

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Thailand’s digital tourism platform racks up 100,000 businesses in first year

The digital economy promotional agency (depa) has reported significant success for its thailandconnex national tourism platform in its first year, with approximately 100,000 business operators contributing to potential economic value exceeding 12 billion baht..

The platform is a key component of the Digital Tourism Campaign, designed to promote the utilisation of digital platforms for fostering industry connections.

During Wednesday's ThailandCONNEX birthday celebrations, Depa president Nuttapon Nimmanphatcharin highlighted the platform's role as a central hub for business-to-business (B2B) wholesale interactions among Thai tourism operators.

It enables members to showcase their products and services to online travel agents (OTAs) both in Thailand and around the world. 

Additionally, the platform provides a digital tourism data bank and offers digital tokens to users.

Toasting the Digital Tourism Campaign's accomplishments, Depa disclosed that 2,900 tourism operators and individuals, as well as over 50 travel technology businesses, have embraced the platform, utilizing over 5,600 digital coupons. This has resulted in an economic value exceeding 260 million baht.

The ThailandCONNEX platform has successfully enlisted 108,659 businesses, including accommodation providers, restaurants, and vehicle rental services, and now features 201,764 travel-related products and services, contributing to an economic value exceeding 12 billion baht, according to Nuttapon.

This digital initiative has been credited with aiding the recovery of Thailand's COVID-ravaged tourism sector and advancing the nation towards a digital economy and society.

Nuttapon emphasised that ThailandCONNEX has boosted industry competitiveness, expanded global tourist access, and reduced reliance on foreign platforms, thus adding value to the Thai tourism sector.

He said collaboration across various sectors would make ThailandCONNEX an essential driver of the tourism economy.

In addition to benefiting travellers, the Thai platform has the potential to expand globally in the future, he added.

However, he cautioned that Thai tourism operators must adapt to the challenges emerging in the digital era.

Nattaseth Wongwattanakan, CEO of the platform's developer, Travizgo Technology , announced plans to enhance functionality and features to support and accelerate tourism recovery.

He emphasised the importance of integrating travel-related products and services into the ThailandCONNEX platform and collaborating with international partners to promote it to OTAs worldwide.

Nattaseth stated that these collaborative efforts would create seamless connections, opening up limitless opportunities for all involved. He added that ThailandCONNEX aims to add another 300,000 businesses in its second year.

Nuttapon said Depa would support the platform's expansion through domestic and international marketing campaigns. High-level figures from both the public and private sectors, tourism operators, and Thai and international influencers are actively using the platform to exchange ideas regarding digital applications for business operations, he added.

This endeavor not only introduces new tourism experiences but also encourages the use of digital technology and innovation within the tourism sector.

Furthermore, industry players were invited to participate in Digital Tourism Business Matching events via the ThailandCONNEX platform.  

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TAT showcases digital transformation of Thai tourism at Global Tourism Forum 2022

By webfact March 27, 2022 in Thailand News

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Showcasing Thailand’s innovation approach on digital tourism that aims to benefit both tourism businesses and tourists.

TAT Newsroom

Dubai – The Tourism Authority of Thailand (TAT) presented Thailand’s innovation approach on digital tourism in line with key strategies under the ‘Visit Thailand Year 2022: Amazing New Chapters’ tourism campaign at the Global Tourism Forum (GTF) 2022: Dubai Blockchain for Travel, which was held 27 March.

Mr. Nithee Seeprae, TAT Deputy Governor for Digitalisation, Research, and Development, highlighted Thailand’s readiness on digital tourism during the GTF 2022’s session 5 on Blockchain Technology a Bridge to Smart Tourism. Also sharing knowledge at the session were Ms. Sumaira Isaacs, CEO of the World Tourism Forum Institute, and Ms. Angela Gerekou, President, Greek National Tourism Organisation, with Ms. Neslihan Gündeş, Director of Partnerships and Board Affairs, World Tourism Forum Institute, as the session’s moderator.

Mr. Nithee said as the world exited the COVID-19 pandemic, TAT launched the ‘Visit Thailand Year 2022: Amazing New Chapters’ tourism campaign with the aim to revitalise and transform Thai tourism towards stronger and sustainable, more responsible, more digital, and more inclusive tourism growth in response to the growing trend under the new normal.

“There is opportunity in every crisis. The Coronavirus pandemic hit Thai tourism particularly hard, but it has also brought unprecedented digital transformation that now plays a pivotal role in accelerating the country’s tourism ecosystem to quality and sustainability. As such, TAT is adopting ‘smart tourism’ in our strategy aimed at elevating Thai tourism’s competitiveness, while promoting Thailand as a remote workers friendly destination among tech savvy travellers and digital nomads,” Mr. Nithee said.

TAT’s innovation approach on digital tourism is based on 3 key factors.

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Firstly, TAT is placing emphasis on domestic Thai tourists by sharing knowledge and building trust on the readiness of Thailand’s digital tourism. A ‘Durian Farm Virtual Tour’ platform was recently launched to allow tourists to visit a farm in the virtual world and purchase real fruit to be delivered to them. Similar projects are underway to create personalised experiences in the Metaverse virtual world and pave the way for the utilisation of cryptocurrency. In addition, TAT is looking at utilising a Non-fungible Token (NFT) to promote Thai tourism through digital art  starting with local wisdom products; such as, paintings, graphics, videos, and music.

Secondly, still focusing on creating greater awareness on Thailand’s digital tourism among domestic Thai tourists, TAT has initiated a “Thailand Holideals” project on holideals.tourismthailand.org, offering special tourism packages, privileges, and tour promotions from tourism businesses up and down the country that can be purchased using a digital token, thus making it the first time in Thailand that a digital token can be used for tourism products and services.

Thirdly, TAT is promoting Thailand as a remote workers friendly destination by placing emphasis on a new generation of international travellers, including the digital native, Gen Z, and digital nomads. This is in response to a growing trend in light of the Coronavirus pandemic whereby people work remotely and enjoy a vacation. This group of travellers are moving to cryptocurrency payments, and among several projects underway, a TAT NFT will be introduced to enhance the international awareness of local Thai arts and crafts.

About GTF 2022

The Global Tourism Forum (GTF), the World Tourism Forum Institute (WTFI)’s premier flagship, is an international collaboration platform focused on addressing the challenges for the travel industry. Through this event, the WTFI aims to be at the forefront of this revolution by presenting new options to a new generation of travellers with an alternative way to purchase travel and all opportunities with blockchain revolution. Several high-profile speakers and influencers will be attending the event from both the ecosystems, including Mr. François Hollande, former President of France, Mr. Taleb Rifai, Secretary-General of the World Tourism Forum Institute and former Secretary-General of the UNWTO, and Mr. Michael Gebert, Chairman of the European Blockchain Association. For more information, visit: https://www.globaltourismforum.org/dubai-blockchain-for-travel/.

Source:  https://www.tatnews.org/2022/03/tat-showcases-digital-transformation-of-thai-tourism-at-global-tourism-forum-2022/

- Aetna offers a range of visa-compliant plans that meet the minimum requirement of medical treatment, including COVID-19, up to THB 3m. For more information on all expat health insurance plans   click here .

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realfunster

Are they mad ?

Sharing their brilliant ideas that will see Thai tourism rising like Lazarus?

Its a competitive market, they should be careful others don’t steal these genius concepts.

Back to reality, we see here the uselessness of ineffectual and untalented government departments. I mean seriously, is this nonsense around digital tourism/crypto really tackling the core challenges of Thai tourism or is it just a way to create a spurious budget that can be milked ?

1 hour ago, realfunster said: Are they mad ?

4 hours ago, webfact said: The Tourism Authority of Thailand (TAT) presented Thailand’s innovation approach on digital tourism in line with key strategies under the ‘Visit Thailand Year 2022: Amazing New Chapters’ tourism campaign at the Global Tourism Forum

So rather than jump through Thailand's visa hoops; sit in a metal tube surrounded by coughing passengers for fifteen hours; becoming prey for predatory cops and rabid dogs, TAT's idea is you watch old videos of what it looked like before Covid?  I thought Pornhub already did this?

I will have whatever he is smoking  when will the Nigerian prince's be arriving and do Homepro sell blockchains  ????  

ThailandRyan

6 hours ago, webfact said: Thailand’s innovation approach on digital tourism in line with key strategies under the ‘Visit Thailand Year 2022:

So no more traveling to Thailand is needed. You can virtually travel the country by using your VR glasses, pay your entry fees via. Butcoin to visit the parks and museum's and then smell the food through aroma therapy.  Nice....

klauskunkel

6 hours ago, webfact said: the first time in Thailand that a digital token can be used for tourism products and services.

So, how many digital tokens can I get for my "likes" on Asean Now?

Just now, klauskunkel said: So, how many digital tokens can I get for my "likes" on Asean Now?

You could get a token warning or even a token Ban for inappropriate content but never anything more than a token Like, Thank you, confused or Sad emoji.

6 minutes ago, ThailandRyan said: You could get a token warning or even a token Ban for inappropriate content but never anything more than a token Like, Thank you, confused or Sad emoji.

Make Thailand unique, stop all digital visits and copies, make people actually come to the country as the only way to indulge in its attractions.  Why would I pay to visit a durian farm online?  Why would I book a hotel to visit temples online?

New TAT brochure:  100 million visitors to online Thailand, unfortunately did not generate any income, no hotels, no taxis, no shopping, no bars (alcohol banned).

There seems to be poor coordination, the minister for tourism is promoting use of crypto currencies and the ministry of finance is imposing severe restrictions.  My bet is that the latter will win.

brianthainess

Until Immigration stops using photo copies and all offices use the same rule book then any talk about this kind of  'Digital Transformation' or Thailand 4.0 is pointless IMO  

I am working on a list of the achievements made so far by Thailand on the road to digital tourism.

1. Online application for electronic visa.

2. Online reservation of quarantine hotel, complete with reservation of Covid-19 test after arrival.

3. Online purchase of mandatory health insurance covering Covid-19.

4. Online application for Thailand Pass and upload of required documents.

5. GPS tracking of tourists via the Mo Chana app.

2 minutes ago, Puccini said: I am working on a list of the achievements made so far by Thailand on the road to digital tourism.   1. Online application for electronic visa. 2. Online reservation of quarantine hotel, complete with reservation of Covid-19 test after arrival. 3. Online purchase of mandatory health insurance covering Covid-19. 4. Online application for Thailand Pass and upload of required documents. 5. GPS tracking of tourists via the Mo Chana app.

How many have been hacked

"..........A ‘Durian Farm Virtual Tour’ platform was recently launched to allow tourists to visit a farm in the virtual world and purchase real fruit to be delivered to them......."

Boys, now that right there is gonna turn the tide. I don't have to jump through any hoops, I can just send my money to Thailand right here from the comfort of my own sofa.

13 minutes ago, 86Tiger said:     "..........A ‘Durian Farm Virtual Tour’ platform was recently launched to allow tourists to visit a farm in the virtual world and purchase real fruit to be delivered to them......."     Boys, now that right there is gonna turn the tide. I don't have to jump through any hoops, I can just send my money to Thailand right here from the comfort of my own sofa.

Smell a vision for the Durian, now thats worth the price of virtual admission....

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Reimagining travel: Thailand tourism after the COVID-19 pandemic

Thailand’s economy is reliant on international tourism, a once-flourishing sector that has been impacted by pandemic restrictions. But there have been continual government efforts to boost domestic travel, and measures to support returning international demand after Thailand began reopening to vaccinated international travelers from 63 countries on November 1, 2021. 1 Pasika Khernamnuoy and Katie Silver, “Thailand reopens to vaccinated tourists from over 60 nations,” BBC, November 1 2021, bbc.com. Even as the world addresses emerging variants of the virus, Thailand’s lessons can act as a guide for other tourism-dependent countries facing similar dilemmas as they prepare for the resurgence of international travel.

A heavy blow, adjustments needed to support recovery

In 2019, Thailand ranked eighth globally in international tourist arrivals, with China being a key source market. 2 United Nations World Tourism Organization (UNWTO). Thailand recorded a high of 40 million visitors in 2019, with the top three spending categories for inbound visitors that year being in accommodation (28 percent), shopping (24 percent of spending), and food and beverages (21 percent). 3 “Summary of tourism income and expenses from foreign tourists entering Thailand in 2019,” Ministry of Tourism & Sports, October 28, 2020, mots.go.th. Furthermore, the Thai tourism sector created 36 million jobs between 2014 and 2019. 4 “Dashboard SME big data,” Office of Small and Medium Enterprises Promotion, accessed October 2021, sme.go.th.

Unfortunately, the pandemic and related restrictions have hit travel particularly hard, as international travel plunged. Passengers on international flights to Thailand dropped by 95 percent in September 2021, compared to the previous year. Hotels, in turn, only filled 9 percent of their rooms (Exhibit 1).

This decline in visitors had an outsize impact on tourism spending, as international travelers spent significantly more than their local counterparts (Exhibit 2). For instance, in 2019, international travelers made up 33 percent of overall travelers in Thailand yet accounted for almost 60 percent of all tourism spending—international tourists spent $1,543 per traveler on average, compared to $152 by domestic travelers. 5 “Tourism statistics 2019,” Ministry of Tourism & Sports, accessed October 2021, mots.go.th. This drop in expenditure undoubtedly caused a ripple effect on Thailand’s food and beverage retail industries, which include 1.2 million small and medium-size enterprises (SMEs). 6 “How to start business,” Office of Small and Medium Enterprises Promotion, accessed October 2021, sme.go.th.

Recovery appears to be on the horizon for Thailand. Assuming virus recurrence, slow long-term growth, muted world recovery, and minimal changes to global tourism strategies, Thailand’s tourism sector could only recover to pre-crisis levels by 2024.

Given that Thailand’s GDP relies significantly on foreign tourism income, the domestic tourism market alone is not sufficient to bring the nation’s tourism revenue back to 2019 figures; the sector’s recovery would depend on a resurgence in international travel (Exhibit 3). Globally, this recovery scenario would likely reshape the landscape of the world’s travel industry and create a strong imperative for both the public and private sectors to act to ensure the industry’s survival.

Efforts to stimulate tourism

Thailand has deployed various efforts to compensate for the loss of inbound tourism. Given that for most of the first quarter of 2020, Thailand saw less than 1,000 daily COVID-19 cases nationwide, with cases not rising above 4,000 until November 2020, domestic tourism was still a viable option for travelers. The Thai government’s attempt to boost domestic travel took the form of providing subsidies for hotel stays and flights for travelers. The government also rolled out measures to stimulate international travel to Thailand’s beach destinations and attract high-end travelers from international markets.

Travel together—stimulating domestic tourism

In August 2020, the Thai government launched the Rao Tiew Duay Gun (We Travel Together) program, where it set aside a budget of $640 million to help boost domestic tourism. 7 “Thailand approves domestic tourism package worth 22.4 billion baht,” Tourism Authority of Thailand Newsroom, June 17, 2020, tatnews.org.

The government subsidized a total of six million nights of hotel accommodation at 40 percent of normal room rates. The subsidy was capped at 3,000 baht ($100) per night for up to five nights. Subsidies for other services, including food, were capped at 600 baht ($20) per room per night. This subsidy was initially limited to facilities outside tourists’ home provinces, but that restriction was lifted in the second phase of the rollout in December 2020. In addition, domestic tourists traveling by air would qualify for a government refund of 40 percent of the ticket price. This was capped at 1,000 baht ($32) per seat, with a quota of 2 million seats.

The program reached its total quota of six million hotel-room nights in February 2021, seven months after its launch. 8 “FPO reveals the money we travel together, 20,000 million,” Bangkok Business News , January 4, 2021, bangkokbiznews.com; “‘We travel together’ the parade has already reserved 6 million rights. But there are still 1.35 million rights left!” Bangkok Business News , February 8, 2021, bangkokbiznews.com. During that time, at least $1 billion had been added to the Thai economy. 9 “NESDB-TAT has not yet knocked on ‘we travel together, phase 3,’” Thai PBS News , March 16, 2021, news.thaipbs.or.th.

Many operators grasped this opportunity, shifted their focus to the domestic market, and attracted local travelers by promoting flights and hotels in collaboration with the We Travel Together campaign. Destinations that once served mainly international visitors welcomed more local travelers, which has helped their economies wade through this difficult period. Many luxury hotels offered deep discounts and attractive promotions to capture the medium- to high-spend domestic-tourist segment.

These efforts to stimulate domestic travel were temporarily paused as COVID-19 cases reached a new high in July 2021. Domestic air travel in and out of red zones, including Bangkok, was banned during July to September 2021 in response to the nation’s effort to control the spread of the Delta variant. 10 “Domestic flight bans in force,” Bangkok Post , July 21, 2021, bangkokpost.com. Phase three of the We Travel Together campaign was paused during the same period, but resumed in October 2021.

Bringing back international travelers with the ‘sandbox’ approach

Despite promotional efforts for domestic travel, Thailand’s total revenue from domestic travel still saw a significant dip. The country’s revenue from domestic travel dropped from $34.5 billion to $15.4 billion in 2020. An increase in domestic spending alone would not compensate for the impact of the pandemic on the Thai economy. The country has largely been dependent on international markets, which represented about $62 billion or 60 percent of total tourism spend in 2019. 11 “Tourism statistics 2019,” Ministry of Tourism & Sports, accessed October 2021, mots.go.th.

In response, Thailand launched the “Phuket Sandbox” in July 2021, an effort to recapture demand from international travelers. The initiative offered fully vaccinated travelers (between 14 days and one year before their travel date) exemption from quarantine, provided they remain in Phuket for at least 14 days before traveling to other parts of Thailand. 12 “General information—Phuket Sandbox,” Tourism Authority of Thailand Newsroom, October 1, 2021, tatnews.org. Additionally, travelers’ stay in Phuket was restricted to accommodation establishments that have been certified by the Safety & Health Administration of the Thai government. Visitors staying in Phuket for less than 14 days were permitted to leave Phuket only if their destination was outside of Thailand.

The model hoped to draw visitors during the year-end season in Asia, Europe, and America—all key origin markets for Thailand. Several other reopening plans followed, including the “Samui Plus” and “Andaman Sandbox” plans. 13 “Samui Plus plan to generate B180m,” Bangkok Post , July 18, 2021, bangkokpost.com; “‘Adaman Sandbox’ next on govt agenda,” Bangkok Post , July 21, 2021, bangkokpost.com. Together, the schemes created a network of reopened destinations, which hoped to position Thailand as an attractive destination for international and domestic travelers alike.

The economic uplift from the Phuket Sandbox were moderate. In the period from July 1 to August 31, Phuket welcomed about 26,400 visitors, who were estimated to have spent at least $48.8 million while staying on the resort island (Exhibit 4). 14 “Phuket Sandbox generates B1,634m in two months,” Bangkok Post , September 5, 2021, bangkokpost.com.

A nationwide rise in COVID-19 infection rates in the same period meant that the government had to reconsider social distancing and other measures to minimize risk to visitors.

In any case, Thailand has gathered its learnings from the “sandbox” approach and proceeded to reopen the country to receive international travelers. As of November 1, 2021, the Thai government commenced a phased reopening of the country, allowing fully vaccinated tourists from 63 low-risk countries to visit with one day of quarantine, provided they pass a COVID-19 test upon arrival. The government has also replaced the slow-paced Certificate of Entry (COE) system with the Thailand Pass System, in an effort to make the documentation process of travelers entering Thailand more efficient than the COE application. 15 “Thailand pass,” ThaiEmbassy.com, accessed on November 1, 2021, thaiembassy.com.

The program also expanded the number of provinces open to international visitors to 17, including major tourism destinations such as Bangkok and Chiang Mai. Subject to readiness, additional major provinces are expected to reopen from December 2021 onwards. To ensure visitor safety, some COVID-19 measures remain in place, although most businesses have been allowed to reopen and nighttime curfews have been lifted in almost every province. The reopening has welcomed tourists globally, with top visitors coming from Thailand’s key source markets—the United States, Germany, and the United Kingdom (Exhibit 5).

Attracting ‘quality’ travelers, with an eye on new markets

Pre-COVID-19, China was one of the main contributors to Thailand’s tourism income, accounting for more than 27 percent of 2019 tourism receipts. 16 “Tourism statistics 2019,” Ministry of Tourism & Sports, accessed October 2021, mots.go.th. Given the current prudent approach of the Chinese government toward international travel, the road of return for Chinese visitors to Thailand will be a long one. China’s international-flight seat capacity and passenger numbers remain down by 95 percent  compared to pre-COVID-19 levels, and stringent public-health measures for international travel remain in place. Thailand, therefore, needs to reimagine its strategy and try to capture new sources of international travelers in markets where there are more rapid recoveries of international travel demand.

The situation may change rapidly, particularly in these volatile times; closely monitoring the revival of these top source markets, particularly around the country’s stance towards viral control measures, will help industry players plan their recovery efforts and capture untapped value.

Recognizing these shifting traveler trends, and the resilient nature of premium traveler groups, the Thai government is striving to attract “quality” travelers from these source countries. Measures include revisiting and relaxing certain regulations—such as yachting regulations and taxes on personal belongings and luxury goods—to improve and stimulate the premium travel experience.

Taking this a step further, the Thai government is preparing to launch a long-term residence program to attract foreigners to the country through new Long-Term Resident (LTR) visas (up to ten years), tax and investment incentives, foreigners’ residential property ownership relaxations, and more. The program will target four key personas: the wealthy global citizen, the wealthy retiree, the work-from-Thailand professional, and the high-skilled professional. The country’s ambition is to welcome over one million of these target personas and generate over 1 trillion baht in domestic spending in the next five years, beginning in 2022.

Emerging from the storm: Actions for travel and tourism

Thailand has put innovative measures in place to help its vitally important travel and tourism sector wade through the COVID-19 crisis. As new variants of the coronavirus emerge, health and safety should remain the foremost priority as countries contemplate their travel programs. Once it is safe to do so, there are actions that stakeholders can take to steer into and thrive within the next normal.

Adjust offerings and pricing strategy to meet market needs. Hotels, tour operators, restaurants, and transport providers could look to explore opportunities to offer services and products that meet new travel demands.

Bundle products, such as hotel and flights, offer upselling and cross-selling opportunities as well as a diversified revenue stream.

Travel companies could also devise and deploy targeted pricing strategies to drive long-term loyalty and stickiness for when international travel fully returns. Given the phased reopening of popular provinces in Thailand, and the inclusion of more visitors from select countries on a quarantine-exemption list, travel companies can leverage data on traveler behaviors to set the right prices and conduct targeted campaigns by country of origin and destination.

Explore opportunities within the mass-affluent traveler segment. Focusing on premium travel experiences may be a viable strategy in some markets, but it may have limited impact in Thailand. Given that the top three inbound visitor-spending categories in 2019 were shopping, accommodations, and food, targeting the high-end market would only benefit a small segment of travel companies and would not contribute to the country’s economic recovery across all relevant sectors.

By promoting more differentiated travel experiences and attractions such as ecotourism and cultural tourism, which are naturally location based and sought after by younger mass-affluent travelers, operators could contribute to greater aviation and transportation use in Thailand.

Form partnerships across the travel ecosystem. As a result of the government’s We Travel Together program, which subsidizes travel through a digital redemption mechanism (the Pao Tang app), the country has seen an estimated 30 to 40 million users join and use the platform. 17 Krung Thai Bank equity research, April 2021. This has created an opportunity for domestic consumer data to be collected and analyzed to provide more personalized tourism offerings that consumers are more likely to consider spending on.

Taking this a step further, tour operators, restaurants, and shopping malls might link up, creating a connected ecosystem where a traveler could be strategically engaged through multiple personalized services, products, and loyalty programs along their journeys.

Expand the network of destinations. There is an opportunity to offer travelers a wider variety of destinations in first- and second-tier cities, such as Nakhon Si Thammarat, Chiang Rai, Nakhon Nayok, Ratchaburi, and Loei. These locations have been able to sustain visitor numbers at a relatively low rate of decline, largely due to domestic travelers looking for new places to visit during international travel restrictions.

With a boost in promotion and appropriate infrastructure investment, tourism will not only contribute to the survival of the industry in these cities, but it could also lead to enduring tourist appeal that extends beyond domestic traveler groups, especially with the gradual return of international visitors. For example, the Tourism Authority of Thailand is collaborating with airlines to offer direct flights to alternative second-tier tourism destinations.

Leverage digital to connect, attract, and retain travelers. Travel companies can digitalize the customer journey from check-in through payment, including the provision of maps and information. Traveler preferences can be tracked in real time to design better and more relevant offerings, while digital booking channels can target different customer segments. Digital marketing can also entice visitors to return and to share their experiences on social media.

For instance, the Tourism Council of Thailand is working with Singapore-based IsWhere to deploy a digital-marketing platform for tourism business operators to better connect and engage with a potentially sizeable number of domestic and international travelers; the platform’s prior partnership with a major tech company has enabled it to reach 600 million digital customers worldwide.

Reimagine support needed by industry players. In the short term, industry players would need stimulus, support, and guidance on health and safety policies from the government. In the medium term, small and medium-size players would benefit from the government’s support in adjusting to online travel services and digital marketing, such as a one-stop digital platform to connect industry players with international travelers.

As such, the Tourism Authority of Thailand announced its plan to establish a private digital firm to work on creating a digital infrastructure for tourism, utilize big data in the industry, and potentially introduce blockchain-based e-vouchers and nonfungible tokens to provide tourism operators with more options for reaching travelers online and offline.

In the wake of the COVID-19 pandemic, tourism recovery in Thailand will be gradual and complex and requires varied strategies from both industry and government. As the world eagerly prepares for the eventual revival of international travel, Thailand and other countries can draw important lessons from its experience during this difficult interim period.

Steve Saxon is a partner in McKinsey’s Shenzhen office; Jan Sodprasert is a partner in the Bangkok office, where Voramon Sucharitakul is an associate partner.

The authors wish to thank Margaux Constantin , Kamila Dolinska, Steffen Köpke, Alan Laichareonsup, Jason Li, Georgie Songsantiphap, and Jackey Yu for their contributions to this article.

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We are creating some awesome events for you. kindly bear with us., enhancing thailand’s tourism with digital transformation.

• Eka Santhika
• April 26, 2023

The government of Thailand is encouraging tourism-related businesses to use digital platforms to reach more customers and reinvigorate the country’s tourism sector. Digital Economy Promotion Agency (depa) aims to foster economic growth, social progress, cultural enrichment and national security using digital technology.

To raise awareness, the government has created a forum to introduce the Thai tourism industry to digitalisation and technological advancement. ThailandCONNEX forum helps  private tour companies and government tourism boards improve their product and service offerings.

“The forum offers opportunities for tourism entrepreneurs and those looking to interact, seek suggestions, and deal business with digital networks, startups, and digital service suppliers who can aid and partner to revitalise the Thai tourism industry jointly,” Assistant Professor Dr Natthaphon said at Digital Tourism Business Matching ThailandCONNEX in Prachuap Khiri Khan Province, central Thailand.

Dr Natthaphon has urged business owners in the tourism sector and the public to implement digital transformation to unlock the city of Thailand’s most popular tourist destinations. Businesses that invest in digitalisation can save expenses, open new markets, boost profits and fuel rapid expansion.

Users can have access to a wide range of cutting-edge technology in the forum, including Blockchain (Blockchain), Big Data (Big Data) and Artificial Intelligence (AI), all of which are backed by experienced staff. The platform’s goals included enhancing tourism using digital technology and assisting government agencies in developing more efficient rules and promotion standards. Five of Thailand’s most visited locations will host the Digital Tourism Business Matching events, including Chiang Mai and Prachuap Khiri Khan.

Additionally, Chaiwut Thanakmanusorn, Thailand’s Minister of Digital Economy and Society, has pledged to establish the requisite infrastructure, including public utilities, networks, and essential services. The importance of utilising digital technologies to boost Thailand’s tourism industry’s competitiveness has been stressed by Chaiwut. He advocates for the public and private sectors to develop digital literacy and use the public network.

Thailand’s government has made digitisation a top priority. Findings and a strategic plan to promote the expansion of government-friendly business systems were previously released by the Digital Government Development Agency (DGA). Dr Suphot Thienwut, Director of the DGA, recently gave a presentation detailing the project’s outcomes and long-term strategy for easing the implementation of the business systems project via the Doing Business Portal Roadmap.

To aid businesses in obtaining necessary licences and permits and using other government services, the Master Plan will provide a strategy and set of tools for doing so. In addition, raising Thailand’s standing on the Ease of Doing Business Index and The Competitiveness of Thailand rating was a primary objective of the strategy.

The “5G Use Case” trial project was evaluated at the Phuket Data Sandbox Platform by Puchphong Nodthaisong, the Secretary-General of the National Digital Economy and Society Commission. The platform is the backbone of a more extensive system for combining data from many sources to make sound judgements.

To ensure a smooth launch of Puchphong’s planned tourism enterprise in Phuket, the latter underwent the Phuket Sandbox inspection screening procedure. The pilot project’s goal is to leverage 5G technology to increase trust in the tourist industry’s decision-making using real-time data.

Thailand also cited the development and success of the Phuket Smart City project as an example of the integration of security technology. CCTV Smart Gate Face Recognition inside the City Data Platform project is one example of how the government’s use of relevant technology has improved its ability to control safety in tourist areas and inform policy.

Government and private organisations are working together on this initiative. It can be an example for other places looking to optimise efficiency and gain advantages. It may be altered to work in different urban settings. It also exemplifies how data may be studied from many angles to propel the city’s data initiative. To be used as foundational data in pushing forward the construction of intelligent cities for future sustainability.

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Thailand launches digital tourism project

• 18 February 2023
• VietnamPlus
• digital tourism / Thai tourism / ThailandCONNECX

The Digital Economy Promotion Agency (DEPA) of Thailand has launched a digital tourism project with an aim to encourage travel firms to widely use digital platforms.

DEPA President and CEO Nuttapon Nimmanphatcharin said that the project will develop a national tourism tourism platform called ThailandCONNECX, helping to quickly connect tourism businesses across Thailand in applying technology and digital innovations to improve competitiveness, increase efficiency, reduce operating costs, and open up more business opportunities.

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TAT and TAGTHAi sign MOU to enhance Thailand’s digital tourism experience

TAT collaborates with TAGTHAi to promote Thailand as a high-value, sustainable tourism destination using the TAGTHAi ‘Super Aggregator Platform’.

BANGKOK, THAILAND – The Tourism Authority of Thailand (TAT) and Thai Digital Platform Social Enterprise Co., Ltd. signed a Memorandum of Understanding (MOU) to further raise awareness of TAGTHAi, the all-in-one Thailand application, as the must-have ‘Super Aggregator Platform’ for local and foreign tourists exploring Thailand.

The MOU was signed between Ms. Thapanee Kiatphaibool , TAT Governor, and Mr. Kalin Sarasin , Chairman of the Management Committee of Thai Digital Platform Social Enterprise Co., Ltd., the owner and developer of TAGTHAi travel application. Mr. Kalin is also the Honorary Chairman of the Thai Chamber of Commerce and Board of Trade of Thailand.

Ms. Thapanee Kiatphaibool , TAT Governor, said “ TAT recognises the potential of TAGTHAi as a ‘Super Aggregator Platform’ that caters to various types of travellers and makes travel in Thailand simple and convenient. TAGTHAi reflects our promotions of the Thai soft-power elements and a multitude of meaningful travel experiences in Thailand. The MOU corresponds with the TAT’s 2024 direction to revitalise Thai tourism towards high value and sustainable growth.”

The MOU places emphasis on Thailand’s national development plan, “Thailand 4.0”, which seeks to enhance the access of technology and the public-private data to drive the country’s competitiveness and tourism industry. The TAGTHAi travel app is set as a platform for local businesses, especially small and medium-sized enterprises, to promote their products and services.

Launched in 2019, TAGTHAi, pronounced “Tak-Thaai” and means “greetings” in Thai. The all-in-one travel application is a collaboration platform between public and private agencies in Thailand that pooled their resources to develop the app.

Under the MOU, TAT will promote TAGTHAi via its marketing activities and publicity channels as well as share insightful information on popular and upcoming tourist attractions and tour routes. In exchange, TAGTHAi will provide data intelligence on tourist’s travel preferences in Thailand, through analysation of user’s activity. This will enable effective data-driven connections between TAT’s online platforms and TAGTHAi.

Mr. Kalin Sarasin , Chairman of the Management Committee of Thai Digital Platform Social Enterprise Co., Ltd., said “Digital technology plays a pivotal role in the tourism industry, and as the must-have Thailand travel application, TAGTHAi wants to be a part in helping to maintain Thailand’s position as a world-class tourism destination. Through the partnership with TAT, the TAGTHAi app will be further developed to become the most comprehensive Super Aggregator Platform for tourists to use for traveling in Thailand.”

TAT and TAGTHAi have already worked together through the TAGTHAI Pass – a Thai digital tourism pass, which allows tourist to make just one payment to access selected tourism-related services, especially by locals, including tourist attractions, workshops, restaurants, and spas.

Currently available are the City Pass for Bangkok, Phuket, Pattaya, and Ayutthaya, as well as travel experience passes including the Massage Pass, ONESIAM Pass, Golf Pass, and Elephant Lover Pass. In the pipeline are the expansion of the City Pass and Golf Pass to more destinations.

Tourists can download the TAGTHAi app via the App Store or Play Store.

Theodore Koumelis

Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.

• Theodore Koumelis https://www.traveldailynews.asia/author/theodore-koumelis/ Phuket selected to host the Global Sustainable Tourism Conference 2026
• Theodore Koumelis https://www.traveldailynews.asia/author/theodore-koumelis/ PATA commits to carbon neutral events in South Asia
• Theodore Koumelis https://www.traveldailynews.asia/author/theodore-koumelis/ Dusit Hotels announces global expansion and sustainability initiatives
• Theodore Koumelis https://www.traveldailynews.asia/author/theodore-koumelis/ TAT and UnionPay International boost tourism with new partnership

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HACKaTHAILAND 2023: DIGITAL INFINITY มหกรรมแสดงเทคโนโลยีดิจิทัล

โลกใบใหม่ กับความเป็นไปได้ทางดิจิทัล.

มหกรรมแสดงเทคโนโลยีดิจิทัล HACKaTHAILAND 2023: DIGITAL INFINITY กิจกรรมสำคัญภายใต้โครงการ HACKaTHAILAND ได้รวบรวมเทคโนโลยีรอบตัวเพื่อเปิดประสบการณ์ด้านดิจิทัลให้แก่ภาคประชาชน บนพื้นที่จัดแสดงรวมกว่า 6,400 ตารางเมตร แบ่งออกเป็น 5 โซน ประกอบด้วย

ZONE FUTURE: เตรียมความพร้อมกำลังคนของประเทศเพื่อก้าวสู่เศรษฐกิจและสังคมดิจิทัล ผ่าน Showcase เทคโนโลยีใหม่ของโลก และการสร้างประสบการณ์ด้านเทคโนโลยีปัญญาประดิษฐ์ (Artificial Intelligence: AI) กับไฮไลต์ GENERATIVE AI STUDIO โดยการจำลองสตูดิโอที่รองรับทุกไอเดียการสร้างสรรค์ผลงานดิจิทัล ตลอดจนเวทีการแข่งขันเพื่อเฟ้นหาสุดยอดไอเดียสำหรับการสร้างนวัตกรรม 

ZONE COMMERCE: รวบรวมเทคโนโลยีเพื่อการซื้อ – ขายในโลกใหม่ ครอบคลุมระบบนิเวศเพื่อการค้า พบกับความสำเร็จจากการยกระดับตลาดสดสู่ตลาดยุคใหม่ที่มีการประยุกต์เทคโนโลยีดิจิทัลเพื่อการลดต้นทุน และเพิ่มยอดขายอย่างยั่งยืน และ Showcase การจำลองตลาดแห่งโลกอนาคตที่มีการนำเทคโนโลยีดิจิทัลล้ำสมัยมาใช้ยกระดับการบริหารจัดการร้านค้า การเปิดตัวแพลตฟอร์มข้อมูลขนาดใหญ่ (Big Data Platform) ด้านอีคอมเมิร์สสัญชาติไทย เพื่อวิเคราะห์เทรนด์การค้าขายจาก Social Platform และ E-Commerce Platform รวมถึงการเนรมิตพื้นที่ให้เป็น Live Studio เพื่อให้ผู้ร่วมงานได้รับชมเบื้องหลังการขายของออนไลน์จากบรรดาอินฟลูเอนเซอร์ชื่อดังใน 4 หมวดสินค้าสุดฮิต ไม่ว่าจะเป็น Health, Beauty, Food และ Technology 

ZONE TOURISM: เปิดประสบการณ์ด้านการท่องเที่ยวแห่งอนาคตในหลากหลายมิติด้วยเทคโนโลยีและนวัตกรรมดิจิทัลแบบเต็มขั้นผ่านกิจกรรม Digital Tourism Fair เชื่อมโยงทุกการเดินทางให้เป็นเรื่องง่ายด้วยการออกแบบและวางแผนการเดินทางอย่าง Smart Tourist สะดวก สบาย ตอบโจทย์ทุกไลฟ์สไตล์การท่องเที่ยว พร้อมพบกับ Showcase แพลตฟอร์มท่องเที่ยวระดับชาติ ThailandCONNEX เชื่อมต่อทุกโอกาสให้อุตสาหกรรมท่องเที่ยวไทยในยุคดิจิทัล 

ZONE CONTENT: พบกับโอกาสสำคัญของวงการเกมไทยกับกิจกรรม Demo Day ของโครงการ depa Game Accelerator Program Batch 3 ที่เหล่าคนทำเกมทั้งมืออาชีพและมือสมัครเล่นจะได้มาประชันผลงานเกมเพื่อหาสุดยอดเกมและนักพัฒนาเกมรุ่นใหม่ พร้อมเปิดประสบการณ์ไปกับ “เกมไทย Showcase” ที่ผู้ร่วมงานจะได้พบกับเกมที่ได้รับการพัฒนาขึ้นโดยฝีมือคนไทย รวมถึงการเปิดพื้นที่สร้างเครือข่าย เจรจาธุรกิจกับนักลงทุนในแวดวง 

ZONE WELL-BEING: พบกับ Showcase แพลตฟอร์มเชื่อมโยงข้อมูลสุขภาพจากโรงพยาบาลทั่วประเทศ (Health Link) พร้อมการเสวนาในหลากหลายหัวข้อเพื่อยกระดับคุณภาพชีวิตประชาชนด้วยเทคโนโลยี Big Data และการประชุมวิชาการนานาชาติ The International Conference on Big Data Analytics and Practices หรือ IBDAP

ระหว่างวันที่ 25-26 สิงหาคม 2566 ณ Plenary Hall 1-4 ศูนย์การประชุมแห่งชาติสิริกิติ์ (QSNCC)

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Recommended statistics

• Premium Statistic Value of tourism GDP Thailand 2017-2021
• Basic Statistic Number of quarterly foreign visitors Thailand Q1 2021-Q4 2022
• Premium Statistic Number of local tourists Thailand 2023
• Premium Statistic Size of employment in tourism sector Thailand 2017-2021

Total value of the tourism's contribution to the Gross Domestic Product in Thailand from 2017 to 2021 (in billion Thai baht)

Number of quarterly foreign visitors Thailand Q1 2021-Q4 2022

Number of international tourists in Thailand from 1st quarter 2021 to 4th quarter 2022 (in 1,000s)

Number of local tourists Thailand 2023

Number of domestic visitors in Thailand from January to December 2023 (in millions)

Size of employment in tourism sector Thailand 2017-2021

Number of employees in the tourism sector in Thailand from 2017 to 2021 (in millions)

Economic impact

• Premium Statistic Direct contribution of tourism to gross domestic product Thailand 2017-2021
• Premium Statistic Indirect contribution of tourism to gross domestic product Thailand 2017-2021
• Premium Statistic Value of tourism tax Thailand 2017-2021
• Premium Statistic International tourist arrivals revenue Thailand 2023
• Premium Statistic Local tourists revenue Thailand 2023

Direct contribution of tourism to gross domestic product Thailand 2017-2021

Direct contribution of the tourism industry to the gross domestic product (GDP) in Thailand from 2017 to 2021 (in billion Thai baht)

Indirect contribution of tourism to gross domestic product Thailand 2017-2021

Indirect contribution of the tourism industry to the gross domestic product (GDP) in Thailand from 2017 to 2021 (in billion Thai baht)

Value of tourism tax Thailand 2017-2021

Value of tourism tax in Thailand from 2017 to 2021 (in billion Thai baht)

International tourist arrivals revenue Thailand 2023

Tourism revenue incurred from international tourist arrivals in Thailand from January to December 2023 (in billion Thai baht)

Local tourists revenue Thailand 2023

Tourism revenue incurred from domestic visitors in Thailand from January to December 2023 (in billion Thai baht)

• Premium Statistic Number of international visitors Thailand 2023, by region of origin
• Premium Statistic Number of foreign visitors Thailand 2023, by region
• Premium Statistic Revenue generated from foreign visitors Thailand 2023, by region
• Premium Statistic Number of traveling locals Thailand 2023, by region
• Premium Statistic Revenue generated from traveling locals Thailand 2023, by region

Number of foreign tourists in Thailand in 2023, by region of origin (in 1,000s)

Number of foreign visitors Thailand 2023, by region

Total number of foreign visitors in Thailand in 2023, by region (in millions)

Revenue generated from foreign visitors Thailand 2023, by region

Total revenue generated from foreign visitors in Thailand in 2023, by region (in billion Thai baht)

Number of traveling locals Thailand 2023, by region

Total number of Thai travelers within the regions of Thailand in 2023, by region (in millions)

Revenue generated from traveling locals Thailand 2023, by region

Total revenue generated from Thai travelers within the regions of Thailand in 2023, by region (in billion Thai baht)

Accommodation

• Premium Statistic Share of foreign visitors to total guests of accommodations Thailand 2015-2023
• Premium Statistic Share of foreign visitors to total guests of accommodations Thailand 2023, by region
• Premium Statistic Advance reservation rate of accommodations Thailand 2015-2023
• Premium Statistic ADR of accommodations Thailand 2015-2023
• Premium Statistic Popular accommodations for Thais when travelling Thailand Q2 2021

Share of foreign visitors to total guests of accommodations Thailand 2015-2023

Proportion of international tourists to total guests of the accommodations in Thailand from 2015 to 2023

Share of foreign visitors to total guests of accommodations Thailand 2023, by region

Proportion of international tourists to total guests of the accommodations in Thailand in 2023, by region

Advance reservation rate of accommodations Thailand 2015-2023

Share of 3-month advanced reservations on the total accommodation occupancy rate in Thailand from 2015 to 2023

ADR of accommodations Thailand 2015-2023

Average daily rate (ADR) of accommodations in Thailand from 2015 to 2023 (in thousand Thai baht)

Popular accommodations for Thais when travelling Thailand Q2 2021

Accommodations that Thais planned to stay at when travelling in Thailand in 2nd quarter 2021

Tourist perspectives

• Premium Statistic Ideal travel destinations in Asia among Thais 2023
• Premium Statistic Online travel agency usage Thailand 2023
• Premium Statistic Most used online travel agencies Thailand 2023
• Premium Statistic Most common duration before a trip to purchase travel tickets on OTAs Thailand 2023
• Premium Statistic Reasons for using online travel agencies for purchasing tickets Thailand 2023
• Premium Statistic Reasons for not using online travel agencies for purchasing tickets Thailand 2023

Ideal travel destinations in Asia among Thais 2023

Leading travel destinations in Asia among tourists in Thailand as of January 2023

Online travel agency usage Thailand 2023

Online travel agency usage in Thailand as of June 2023

Most used online travel agencies Thailand 2023

Leading online travel agencies in Thailand as of June 2023

Most common duration before a trip to purchase travel tickets on OTAs Thailand 2023

Most common duration before a trip to purchase travel tickets on online travel agencies (OTAs) in Thailand as of June 2023

Reasons for using online travel agencies for purchasing tickets Thailand 2023

Reasons for using online travel agencies for purchasing tickets or services in Thailand as of June 2023

Reasons for not using online travel agencies for purchasing tickets Thailand 2023

Reasons for not using online travel agencies for purchasing tickets or services in Thailand as of June 2023

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Follow our news, recent searches, thailand records nearly 12 million tourists in first four months, advertisement.

FILE PHOTO: Colourful umbrellas are seen in a restaurant as tourists enjoy a beach in the island of Phuket in Thailand January 19, 2023. REUTERS/Jorge Silva/File Photo

BANGKOK : Thailand recorded 11.95 million foreign tourist arrivals from the January to April 28 period, its tourism ministry said on Tuesday.

Foreign tourism generated revenue of 575 billion baht ($15.52 billion) in that period, it said. Thailand is targeting about 40 million foreign visitors this year and the sector is a key driver of its economy.

($1 = 37.0400 baht)

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TAT strengthens “Visit Thailand Year 2023” towards a meaningful travel direction

A series of new concepts and enhanced efforts are introduced to continue the milestone achievement from the ‘visit thailand year 2022’ campaign..

Bangkok, 12 January, 2023 – The Tourism Authority of Thailand (TAT) is strengthening the ongoing “Visit Thailand Year: Amazing New Chapters” campaign towards a meaningful travel direction. Underlining the kingdom’s soft power foundations and experience-based tourism, key strategies include elevating supply and sustainable standards, and raising awareness among stakeholders about the importance of being hospitable hosts to all visitors.

In its first year, the ‘Visit Thailand Year 2022’ campaign was at the forefront of the kingdom’s efforts to drive the Thai economy forward. Thailand welcomed 11.8 million international tourists and recorded 189 million domestic trips – a milestone achievement that reflected the successful restoration of the country’s tourism industry from the concerted efforts of all stakeholders.

With this tourism revival continuing to pick up momentum amid volatile global challenges, Thailand is aiming for 2.38 trillion Baht in overall tourism revenue in 2023 – representing a return to 80% of the pre-pandemic level seen in 2019.

Mr. Yuthasak Supasorn, TAT Governor, said “The 2023 target is a result of a carefully planned strategy to continue the milestone achievement of 2022. The “Visit Thailand Year 2023: Amazing New Chapters” campaign represents a commitment from TAT and all stakeholders in the public and private sectors, as well as the Thai people to maintain tourists’ confidence in Thailand as a preferred tourist destination.”

Through the “Visit Thailand Year 2023: Amazing New Chapters” campaign, TAT is placing emphasis on the promotion and development of high value and sustainable tourism in Thailand. This includes elevating the tourism supply (Shape Supply) with an aim to offer experience-based tourism, and leveraging the kingdom’s 5F soft-power foundations – Food, Film, Festival, Fight and Fashion – to offer meaningful travel experiences in Thailand.

“Amazing Thailand” branding

TAT will continue to communicate and strengthen the long-standing ‘Amazing Thailand’ branding in its global campaign. This will be accentuated by the “Amazing New Chapters” concept to promote Thai soft-power cultural values and inspire travellers from around the world to visit Thailand once again, and further reaffirm the kingdom’s well-established status as one of the world’s most popular holiday spots.

Meanwhile, it is introducing the new “Create Your Right Moment” concept in its domestic campaign to inspire domestic travellers to travel more within the country.

“Amazing 5F and More”

TAT is introducing the new “Amazing 5F and More” concept, aimed at delivering meaningful travel experiences in various aspects such as wellness, luxury, and Thainess. At the same time, it is placing focus on enhancing the quality of tourism products and services in order to drive the Thai tourism industry towards sustainable growth. Among key activities include the Good Host New Chapter Season 2 project, the Amazing Thailand Safety and Health Administration (SHA) certification, and the 14 th Thailand Tourism Awards.

A series of events to highlight the kingdom’s 5F soft-power foundations – Food, Film, Festival, Fight and Fashion – will take place throughout the year.

• Food – at least two events are planned: Amazing Thai Tastes during March-June and Bangkok International Food Festival in June.
• Festival – events include Chinese New Year in January, Songkran Thai New Year in April, and Loi Krathong in November.
• Film – the Amazing Film Festival Experience in August, while a Y series Meet & Greet event is being planned.
• Fight – Amazing Muay Thai Festival in February.
• Fashion – Valentine Fashion TV Beach Award Festival in February.

Policy and Planning

To drive tourism towards sustainability, TAT is adopting the BCG Model to highlight Gastronomy Tourism. By collecting and analysing data under ‘ From Policy Lab to Real Product’ strategy, TAT has come up with the Best Practice Model to showcase organic cuisine and to transform to inclusive business and smart organic farmer, which leads to generating income for the local community.

Technology and Innovation

Seeing ‘Digital as a Game Changer’ ,TAT leverages technology and innovation to add value and transform Thai tourism to Smart Tourism. It is tapping into Digital Asset holders via the TAT NFTs projects, promoting Thai tourism products and services with virtual arts and Metaverse. It introduces the ‘3I’ concept: Intelligence – using Big Data and building Digital Literacy for TAT employees, Innovation – developing new innovation and Travel Tech, and Investment – investing in digital transformation, such as Start-up, Venture Capital, Cloud funding, etc.

TAT is committed to developing its human resources to be ready to support and collaborate with the Thai tourism industry, while strengthening and improving its work processes through innovation and technology.

International Market

TAT is adopting the ‘Great Resumption Episode II’ strategy for short-haul markets. This include:

1)  China is back – Placing focus on tapping emerging segments and enhancing cooperation with the airlines to increase air access flights to cater to the increasing demands and promoting new modes of travelling, such as an overland border.

2) 7 Digits Target – Focusing on rapidly growing markets, such as China, Malaysia, India, and South Korea, as well as cooperating with partner agents and airlines.

3) Colour Your Life by Amazing Thailand – Seamlessly integrating the Amazing Thailand brand in the tourist’s slice of life through on-site and virtual marketing promotional events.

 4) Responsible Tourism – Supporting CSR and responsible tourism projects, such as Reborn the Nature to advocate tourism sustainability.

5) 2 Tier, Second to None – Encouraging visitors to visit the emerging destinations, while sourcing new tourist segments from secondary cities in South Korea, China, India, Vietnam, and Malaysia.

For long-haul markets, TAT is adopting the ‘A-B-C-D Fast Forward’ strategy.

A – Airline Focus to continue the collaboration with the leading airlines; such as, Qatar Airways, Etihad, and Oman Air to expand new routes and increase the frequency of direct flights. 

B – Big Cities and Beyond to penetrate new markets in major and secondary cities; such as Bucharest in Romania, and Sofia in Bulgaria.

C – Collaboration is Key to work with new partners including airlines; such as, Delta Airlines, Air Canada, FlyDubai, and Aeroflot, and online travel agency; such as, Almosafer and SAGA Holidays.

D – Destination for All to promote Thailand as an “All-year round Destination” to meet the demand for visitors with regardless of seasons and with all segments including family, medical and wellness in the Middle East or the LGBTQ+ in Europe and America.

Domestic Market

TAT is placing focus on ‘Value over Volume’ under the new ‘Travel Thailand in Limited Edition’ concept highlighting the 5F Soft Powers to cater to the various needs of domestic travellers.

Various events are being planned for 2023 to inspire domestic travel, including Travel 365 days in Amazing Thailand, Vijit Thailand 2023, and Amazing Thailand Festival Experience 2023.

TAT is also continuing its efforts to encourage domestic travellers to visit emerging destinations during weekdays to expand the expenditure and balance the capacity of the destinations.

2023 Targets

TAT expects to welcome 25 million international tourists and inspire 250 million domestic trips in 2023. The target for overall tourism revenue is 2.38 trillion Baht comprising 670-880 billion Baht from domestic tourism and 1.5 trillion Baht from international tourism.

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Thailand: Empowering the Digital Workforce

As Thailand embarks on its ambitious journey towards becoming an innovation-driven economy under the Thailand 4.0 policy, the development of a skilled digital workforce has emerged as a critical priority. To address this challenge, the Ministry of Digital Economy and Society (MDES) has spearheaded the establishment of the e-Workforce Ecosystem Platform (EWE Platform), a comprehensive initiative aimed at building and strengthening the country’s digital talent pool.

The EWE Platform serves as a central hub for skill development, job matching, upskilling and reskilling programs, catering to the evolving needs of the digital age. Its primary objectives include equipping Thai workers with the necessary digital competencies, facilitating the efficient allocation of skilled talents and fostering a collaborative ecosystem among various stakeholders.

At the core of the platform lies a robust training infrastructure that offers a wide range of online courses, workshops and resources focused on high-demand digital skills. These include areas such as data analytics, cybersecurity, cloud computing and programming, enabling workers to acquire the knowledge and expertise required to thrive in the Industry 4.0 era. Furthermore, the EWE Platform serves as a job-matching marketplace, connecting skilled workers with employers seeking digital talents. This function not only assists companies in fulfilling their talent requirements but also provides opportunities for skilled individuals to find suitable employment opportunities aligned with their expertise. Recognizing the rapidly changing job market landscape, the platform also offers upskilling and reskilling programs, empowering existing workers to adapt and acquire new skills in response to evolving industry demands. This proactive approach ensures that Thailand’s workforce remains agile and competitive in the face of technological disruptions.

Underpinning the EWE Platform is a collaborative ecosystem that brings together various stakeholders, including educational institutions, training providers, government agencies and private companies. This synergistic approach fosters knowledge sharing, resource optimization and the development of comprehensive talent development strategies. Moreover, the platform facilitates talent mobility, enabling skilled workers to move across different industries and regions within Thailand and ensuring efficient distribution and utilization of digital talents throughout the country.

To expand the EWE Platform’s reach and impact, the MDES has appointed the Thailand Professional Qualification Institute (TPQI) to oversee national reform activities affecting the country’s integrated workforce management system. The reform plan for culture, sports, labor and human resource development suggests linking government agencies’ online and offline training curriculums and workforce information to the platform system, allowing officers from all agencies to register on the platform.

Target individuals, students, job seekers, freelancers, retired seniors, vulnerable citizens, employers and government agencies can now benefit from the EWE Platform through the official website of TPQI, which connects workforce data from each agency into big data and creates six key features: a digital competency credit bank to gather knowledge and work experiences; career guidance and skill check to assess users’ skills; an e-coupon to support those in need of upskilling, reskilling or creating new skills through digital wallet (Paotang); an e-portfolio to record experiences; job matching to connect employers and skilled workers; and labor market data for planning workforce policy for future national improvement.

As the driving force behind this ambitious initiative, the MDES has undertaken a multifaceted role, encompassing policy formulation, funding allocation, stakeholder collaboration, promotion and performance monitoring. The ministry’s unwavering commitment to developing a future-ready workforce underscores the critical importance of human capital in realizing Thailand’s aspirations of becoming an innovation-driven economy.

The EWE Platform represents a significant step toward preparing Thailand’s workforce for the challenges and opportunities of the digital age. By fostering a skilled and adaptable digital talent pool, this initiative not only supports the adoption of Industry 4.0 technologies but also positions Thailand as a competitive player in the global digital economy.

Panisa Suwanmatajarn is an attorney with The Legal Co. in Bangkok. © 2024 The Legal Co. All rights reserved. Reposted with permission of Lexology .

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