Efforts to promote domestic travel and tourism are a key element of the overall tourism promotion and development plan. The domestic marketing plan places equal importance on promoting the distribution of tourism revenue to all regions of Thailand, particularly grassroots communities, as well as the contribution that tourism makes towards the social and community development.
The social and community development aspect of the plan reflects a varied approach and includes initiatives to promote active public participation.
Encouraging Thais to discover their motherland is deemed to be a key factor in efforts to protect and preserve the Kingdom’s tourism resources. It is believed that only when the inherent beauty of the natural environment and the cultural magnificence is fully appreciated and treasured by the local people that a sense of pride, civic awareness and responsibility towards the community is awakened. It is hoped that the promotion of domestic travel will lead to a personal commitment to help protect and conserve national assets through responsible tourism.
Various elements of the domestic marketing plan are designed to achieve the following objectives.
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Placing greater importance on the protection and preservation of the environment through the implementation of environmental awareness campaigns such as Keep Thailand Beautiful; recognition programmes such as the Thailand Tourism Awards; and the organization of youth camps designed to encourage Thai youth to embrace nature and environmental conservation. |
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Conducting educational campaigns to remind Thai citizens of the importance of being ‘Good Hosts’ and to increase awareness of social responsibilities and contribution to the community |
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Promoting educational travel through initiatives that are designed to provide educational opportunities and knowledge through travel; help broaden one’s perspective and promote better understanding so individual travellers develop a greater appreciation for Thailand’s natural assets and cultural treasures.
Examples include the Royal Discovery Initiative Project which showcases nine unique projects initiated by His Majesty the King and members of the Thai Royal Family over the years, youth education programmes that promote activity-based learning such as the Pro-Travel New Generation Thai programme, Green Classroom projects to promote environmental education, and others that promote active learning and ‘play and learn’ activities. |
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Encouraging domestic travel by promoting TAT’s campaign slogan – “Tourism has become a part of life” – which underscores the fact that travelling within the country is no longer a means of recreation but a lifetime necessity.
Above-line advertising (TV and radio) and outdoor advertising (billboards and subway ads) campaigns are supported by promotional offers such as the Amazing Cash Coupons promotion where travellers are offered discounts/savings at some 500 participating outlets nationwide; the One Night One Price promotion for Central Thailand and the Eastern Seaboard; promoting ‘Green Season’ travel, including MICE In Green which also promotes meetings, conferences and incentive travel during the green season; promoting domestic travel among niche market segments such as senior citizens; and promoting travel around Thailand at local travel trade shows such as the Consumer Fair, June 5-8, 2007. |
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Raising public awareness of the uniqueness of each of the regions and destinations around Thailand |
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Promoting inter-regional travel as well as travel within a region as the key mechanism for achieving the widespread distribution of income to provincial and rural areas and especially grassroots communities. For example, by organizing provincial roadshows; by developing marketing promotions such as multi-destination golfing packages such as Amazing Golf Green Fee; by organizing motor caravans; and by publishing guides to promote travel around Thailand by car. |
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Royal Discovery Initiative Projects
Please click to view
Web site: www.thairoyalprojects.com
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