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TAT takes bold steps to build quality

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Dr. Yuthasak Supasorn (2nd left), TAT Governor, Mrs. Srisuda Wanapinyosak (2nd right), TAT Deputy Governor for International Marketing (Asia and the South Pacific), Mr. Kittipong Prapattong (1st right), Director for ASEAN, South Asia and South Pacific Market Division and Mr. Kajorndet Apichartrakul (1st left), TAT Singapore Office Director

Manila, 22 January, 2016 – Thailand announced at the ASEAN Tourism Forum (ATF) that it will pursue an aspiring target to grow tourism revenue to 2.41 trillion Baht (66.5 billion US dollars), extend travel connectivity to neighbouring countries and take its high flying travel show, the Thailand Travel Mart Plus 2016 (TTM+ 2016), to North Thailand for the first time.

Addressing the media attending the ATF, Friday, Tourism Authority of Thailand (TAT) Governor, Dr. Yuthasak Supasorn, outlined a determined strategy to expand tourism revenue, while promoting travel options that combine Thailand’s top destinations with travel opportunities in neighbouring countries.

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Dr. Yuthasak Supasorn, Tourism Authority of Thailand (TAT) Governor

The strategy also touched on strengthening niche tourism, particularly the luxury travel, female travellers and community-based tourism to a global audience. Achieving a quality, balanced tourism experience was the core theme of the TAT Governor’s address to the ATF media attending the Thailand Briefing.

“This year we will focus less on visitor arrivals and more on achieving quality tourism targets,” he explained. “Our marketing strategy for international markets will position the kingdom as a quality leisure destination through Thainess.”

He defined “quality” as measured by visitor expenditure, average length of stay, and the overall delivery of a valuable visitor experience.

Compared with 2015, when the country earned 2.23 trillion Baht in tourism (1.44 trillion Baht (42 billion US Dollars) in international tourism and 0.79 trillion Baht (23 billion US Dollars) in domestic), this year TAT is forecasting tourism revenue of 2.41 trillion Baht (USD66.5 billion) with 1.56 trillion Baht 43 billion US dollars earned from international tourism (USD43 billion) and 850 billion Baht from the domestic market (USD23.5 billion).

According to preliminary figures from the Ministry of Tourism and Sports, Thailand attracted 29.88 million tourists in 2015, up 20% on 2014.

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To refresh the country’s travel options in global markets, the TAT Governor also presented a strategy to work with neighbouring countries to promote “Two Countries One Destination” packages emphasising on connectivity with Myanmar, Cambodia, Lao PDR. and Vietnam.

Overland trips will be promoted under the tagline “Crossing 2 Checkpoints, Travelling in 2 Countries” by initially combining historical attractions in both Thailand and Cambodia.

“The tour has been designed in a way that allows visitors to fully use new cross-border highways and international border checkpoints,” the Governor explained.

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Supporting overland travel initiatives, TAT recently sponsored a “Mega Caravan to ASEAN” that introduced media and travel trade representatives from Asia to the world of road travel that links Thailand, Lao PDR., Vietnam to Cambodia.

On the introduction of the ASEAN Economic Community, earlier this month, Dr Yuthasak noted it would help to “promote travel throughout the region, improve accessibility via highways and low-cost airlines and enable tour operators to introduce their clients to new destinations in ASEAN.

Dr. Yuthasak stressed the importance of the up-coming TTM+ 2016 due to be hosted in Chiang Mai. The mart will position the city as a tourism hub for North Thailand and the border regions of Myanmar and Lao PDR. In addition, this event will be open to ASEAN NTO members in support of the ASEAN Economic Community. Prior to this year, the country’s flagship trade event had been held in the Thai capital Bangkok.

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Themed ‘Smile with Us’ TTM+ 2016 will be held between 8 to 10 June, at the Chiang Mai International Exhibition and Convention Centre.

Registration for buyers and sellers is now open. Please visit the official website:

Thailand has had a strong presence at this year’s ATF with 69 Thai exhibitors, 15 with TAT and 54 independently, exhibiting at TRAVEX, the ATF’s travel mart component.


For the full version of the TAT Governor’s speech, please click here.


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International Public Relations Division
Tourism Authority of Thailand
Tel: +66 (0) 2250 5500 ext. 4545-48
Fax: +66 (0) 2253 7419
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The TAT International Public Relations Division works with traditional and online media channels to promote Thailand as a tourism destination for travellers worldwide.

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