Executive Speeches

Open to the New Shades product presentation by TAT Deputy Governor

Mr. Tanes Petsuwan, Deputy Governor for Marketing Communications, Tourism Authority of Thailand (TAT), delivered a product presentation on the latest Amazing Thailand’s ‘Open to the New Shades’ concept at the launch event held at the Renaissance Hotel, Kuala Lumpur, Malaysia on Wednesday, 2 May, 2018

Mr. Tanes Petsuwan, TAT Deputy Governor for Marketing Communications

Mr. Tanes Petsuwan, TAT Deputy Governor for Marketing Communications

Selamat petang, sawasdee khrap and good evening.

Distinguished guests, members of the media, friends from tourism industry, ladies and gentlemen.

It is my pleasure to be with all of you here. Thank you for sparing your valuable time to be with us today at the “Open to the New Shades of Amazing Thailand” in Malaysia.

For many years, Malaysia was one of the top performing markets. We have seen quite a number of Malaysian visitors travelling to our country. We look forward to working with you to taking this relationship to higher levels in the years ahead.

Please allow me to share with you about Thailand Tourism Situation.

In 2017, Thailand welcomed 35 million visitors generating a total income of 231 billion Ringgit, which represented a growth of 8 percent in revenue.

It is a tribute to the diversity of our tourism offerings and Thai local experiences.

During 2018, TAT will continue to promote sustainable development with the community as the best practice.

We believe this will pave the way for Thailand to be a preferred destination and “Quality Leisure Destination” to international visitors. At the end of this year, we aim to see the total revenue rise by 8 percent over last year.

Let me show you some interesting information of the Malaysian market.

The transportation linkages between Thailand and Malaysia are a big asset. Beside the land, rail and sea linkages,

Malaysia currently has the most number of direct flights into 8 Thai cities, namely – Chiang Mai, Bangkok, Pattaya (via U-tapao Airport), Phuket, Krabi, Surat Thani, Ko Samui, Hat Yai and from May 18, 2018, Air Asia will operate the new route from Kuala lumpur to Hua Hin, with four times weekly direct flights.

In 2016, repeat visitors comprised a solid 59% of the total, the average daily spend was 680 Ringgit and the average length of stay was 4.8 days, and the ratio of visitors travelling with groups and independently was 41:59.

In 2017, the top five tourism activities of Malaysian visitors were Enjoying Thai food (85%), Spa and Wellness treatments (51%), Historical Sites (40%), Nightlife (37%), Sea and Beach (22%).  As you can see, their main interests are seeking for the variety of the unique experiences in Thailand.

This is why our communication concept this year is “Open to the New Shades”, under the brand ‘Amazing Thailand,’ we are certain that it will respond to the need of the markets who like to expand their experiences and share those moments with others.

So…, what is “Open to the New Shades”?

I have to say that the strength of Thailand is diversity, so this communication campaign will focus on the strength of the country. “Open to the New Shades” uncovers a new perception of attractions in Thailand. The communication campaign will introduce brand-new products to visitors or reveal a new charming character of well-known destinations through creativity.

The future of tourism will lie in the ability of everyone to create their own happiness, especially the emerging generation of young millennials. What could be more fun than designing their own trip with a personalised selection of “Mix and Match options.

The “Amazing Thailand” brand gives them this opportunity all the time wherever they are in Thailand. As such, this new campaign will be customised to accommodate every single target segment and market.

For all the guests here, I guess that most of you know Thailand very well as we’re close to each other. So, Malaysian people might be familiar to our products and activities.

However, what is important to us is how can we make our dearest neighbor to see and experience the other aspects of Thailand. With “Open to the New Shades” concept, we believe that our Malaysian friends will discover new perspectives in existing attractions, or indulge in experiences in new tourist attractions.

What you will see next is our latest TVC. This is the first time ever that a promotional video has not been produced by TAT alone, but also opened for diversity that real travellers around the world are able to share their own experiences of Thailand. We have compiled this real footage for you to see different views. Please enjoy.

————— TVC Open to the New Shades 2.45 Minute —————–

Ladies and gentlemen,

We would like to introduce the potential products under these five main ‘New Shades’ categories that will be fine-tuned with the Malaysian market as follows:


I can guarantee that Thailand will never ever disappoint you about ‘food experiences’ from joining a food tour to a cooking class. I would also say that a food tour in Bangkok or Phuket is a must for keen foodies.

Recently, we have just launched our first Michelin Guide Book Bangkok. It will be a useful navigator for ‘best eats’ in our capital.

Apart from our renowned dishes and restaurants, our Muslim friends travel to Thailand can easily find Halal restaurant by using the Muslim-friendly travel application. We are now providing more information not only the Halal restaurants, but also including tourism products and services, accommodation, hospitals, mosques, prayer rooms, etc.

Nature and Beach:        

Malaysian tourists tend to travel to the southern beaches of Thailand. Phuket, Hat Yai and Krabi have become well-known destinations. So, we would like to recommend the nearby choices that are less-crowded and take only a few hours from the major destinations.

For example, combine your visit to Khao Lak and Ko Yao Noi from Phuket or Ko Lanta with Krabi. Prasat Hin Phan Yot and Ko Lipe with Hat Yai.


A journey to a new culture elsewhere could not ever be fun like here since Thailand has so much diverse culture in different parts of the country.

In the North, travellers can explore traces of the Lanna culture in the old city of Chiang Mai: temples, way of life and food. Each pagoda, temple and figure has a variety of patterns and shapes that change in line with their origins, roots and local beliefs.

Chiang Rai, with the enchanting attractions like Wai Rong Khun or the white temple, Wat Rong Sue Ten or the Blue Temple and Baan Dam (Black House) museum, a vacation to Chiang Rai will certainly be one steeped in the vast and diverse traditional culture of Thailand.

Art and Craft:

Throughout history, the Thai Kingdom has developed various aspects that have come from the inspiration and imagination of the Thai people. These have resulted in the art and crafts that can be seen nationwide today; such as,

– Maiiam Contemporary Art Museum in Chiang Mai province. This place is recommended to be in the list, especially for one who are interested in modern Thai art.

– Lhong 1919. This is an old port from the reign of King Rama the Third’s reign, which has been restored as an open museum about Thai-Chinese history and this is the new pride along the Chao Phraya River.

– Street Art, Old Town Phuket and Songkhla. The charm of old towns are adorned with lines of street art that have somehow become a new landmark.

Way of Life:

To enjoy a real Thai life experience, the only way is to come to Thailand and live like a local and act like local.

– When the sun goes down, experience the night markets could be the interesting activities. The night markets offer a carnival like atmosphere with a huge array of goods, snacks, bars and live music to keep everyone in good spirits.

They are the best places to find local items even some crafted by skilled artisans; such as, Talat Rot Fai Ratchada in Bangkok, Lat Yai Sunday walking street in Phuket and Cicada Market in Hua Hin.

Ladies and gentlemen,

I believe that all forms of marketing communications should play a role in driving business for you. The TAT Kuala Lumpur Office will work closely with you to seek your support and find creative ways of building upon the superb transport linkages to develop interesting packages.

One more exciting event that can be included in your package is the “PTT Thailand Grand Prix 2018”, which will be held during 5-7 October this year.

The Buriram International Circuit will be the venue, which steps up Thailand’s position to host the MotoGP racing. Boasting few corners and some of the longest straights of any track with eye-watering speeds and close racing, this event will be another addition to our country’s sports tourism calendar.

Last but not least, I have been thinking for a long time how many words I need to use to describe the uniqueness of Thailand to my dear travellers. Now, I have found a better way to get you into the amazing diversity of Thailand from the North to the South and from the East to the West. “Music” is a “universal language”, which is able to cross cultural barriers and connect people regardless of nationality, gender or age in an amazing way.

Tonight, I have invited two special guests, Khun Koh Mr. Saxman, a famous Saxophonist from Thailand, and Mr. Julian Chan, a young talented saxophonist from Malaysia to show you that music is a connecting bridge between two countries. Let your imagination flow with the melody that tells the diverse rhythms of Thailand.

Before I leave this stage, I would like to thank you all for sharing your valuable time with us today.

As the Islamic fasting month of Ramadan is only a few days away, I would like to wish all our Muslim friends and colleagues a blessed and peaceful period of fasting and abstinence during the Holy Month.

Terima kasih and sawasdee khrap

Show More

TAT Newsroom

The TAT International Public Relations Division works with traditional and online media channels to promote Thailand as a tourism destination for travellers worldwide.

Related Articles

Back to top button
Verified by MonsterInsights