Milan / Bangkok, 13 February, 2015: The new national tourism promotion campaign “2015 Discover Thainess” has been unveiled in Italy with the Tourism Authority of Thailand’s participation in the Borsa Internazionale del Tourismo (BIT), the largest Italian travel fair, between 12-14 February, 2015, in Milan.
The “2015 Discover Thainess” campaign will emphasise the priceless treasures of Thailand, which gives Thainess its charm, makes the Thais unique as a people, society and culture, and underpins the kingdom’s tourism competitive advantage. The marketing messages will highlight the concept of Creative Tourism under which tourists can experience the Thai way of life, Thai culture and hands-on Thai activities; such as, Muay Thai boxing, Thai massage, Thai cooking, and Thai classical dance.
This year, as part of the “2015 Discover Thainess” campaign, TAT is recommending 12 hidden gems – emerging new provincial destinations that Italian visitors should not miss, especially repeat travellers. All these places are renowned for their unique history, culture and lifestyle.
TAT has allocated specific “Happiness” activity themes for each month of 2015; such as, the Golden Kinship Celebration in February and the Muay Thai Festival in March. The full list of festivals is available here: http://discoverthainess.tourismthailand.org/discoverthainessebook/FLASH/index.html.
Italy is an important source market from Europe. In 2014, Italian visitor arrivals to Thailand totalled 220,017, up 6.19% over 207,192 in 2013. This year, TAT is projecting 228,818 Italian visitors. In 2013, Italian visitors had an average length of stay of 16 days and daily expenditure per person of 3,841 Baht (about 104.06 Euros).
This is the 17th year of TAT’s participation in the BIT. The Italian trade show is marking the 35th anniversary of its founding in 1980.
TAT has numerous activities for visitors to the Thai Pavilion; such as, demonstration of umbrella painting, fruit and vegetable carving, as well as a mini-football goal scoring competition to win a prize of visiting Thailand.
TAT is also launching the “Taste of Thailand” magazine, which offers comprehensive information about tourism activities and products under the “2015 Discover Thainess” campaign.
Tourism Authority of Thailand Governor Thawatchai Arunyik said, “In spite of the economic challenges in Europe, TAT sees Italy as a stable and productive market. We will continue to invest strongly in maintaining our competitive position there with a focus on celebrity marketing, weddings and honeymoons, and niche markets.”
Between 23-29 January, 2015, the TAT Rome Office invited two Italian celebrities, Mr. Federico Zampaglione and Ms. Claudia Gerini, a superstar actress and singer to visit Thailand. Both enjoyed the opportunity to experience our impressive tourism products and services.
Also this year, the TAT Rome Office will partner with the famous bookstore Feltrinelli and Cathay Pacific to provide a lucky draw for cardholder members of the Feltrinelli bookstore to win a trip to Thailand.
Mr. Thawatchai added, “Thailand will also have a prominent presence in the EXPO 2015 Universal Exhibition to be held between 1 May and 31 October, 2015, in Milan. HRH Princess Maha Chakri Sirindhorn will preside over the opening of “Days of Thailand” on 24 August, 2015, to strengthen the relationship between Thailand and Italy. The Royal Thai Embassy in Rome will also take advantage of the millions of visitors to promote Thai products, culture, travel and tourism.”
Thai Airways International is operating a total of seven weekly direct flights to Bangkok from Rome and Milan.
BIT (Borsa Internazionale del Turismo) is an international travel fair that brings together tour operators from all over the world, a large audience of visitors, travel lovers, television and press. Further information: http://bit.fieramilano.it/en
International Public Relations Division
Tourism Authority of Thailand
Tel: +66 (0) 2250 5500 ext. 4545-48
Fax: +66 (0) 2253 7419
E-mail: [email protected]
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