TAT introduces Open to the New Shades concept to the French market

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Paris, 18 December, 2017: The Tourism Authority of Thailand (TAT) has introduced its new tourism marketing concept, Open to the New Shades”, to the French market alongside the presentation of Thai tastes at a press conference held on 14 December at Le Cordon Bleu Paris.

Thailand launches Open to the New Shades to French market
From Left: Ms. Viviane Lam, Paris Store’s Marketing Officer; Ms. Adee Guyard, Boonrawd Trading International’s Country Manager France; Mr. Prasith Soubinh, Aux Trois Nagas Restaurant’s Managing Director; Mr. Tanes Petsuwan, TAT Deputy Governor for Marketing Communications; Chef Fabrice Danniel, Le Cordon Bleu’s Assistant Culinary Arts Director Head of Pastry Department; Mrs. Ponpimon Petcharakul, Thailand’s Minister of Commercial Affairs; Catherine Baschet, Le Cordon Bleu’s Development Manager; Mrs. Worapa Angkhasirisap, TAT Paris Director; and Mr. Larry La, Paris Store’s Buyer

Mr. Tanes Petsuwan, TAT Deputy Governor for Marketing Communications, said: “This new campaign reflects another kind of “Thainess”, which is the unique characteristic of the Thai people to welcome visitors from all around the world.”

The “Open to the New Shades” concept will reflect TAT’s three new marketing directions for 2018, including new markets, new segmentations and new products. It will be customised to accommodate every single target segment and market; such as, Luxury, Weddings and Honeymooners, Lady Travellers, Families and Gen Y.

Mr. Tanes said, “The Kingdom is rich with a plethora of tourism products that reflects the “Open to the New Shades of Thailand” concept; such as, Gastronomy, Nature/Beach, Arts and Craft, Culture, and Way of Life.

“TAT in cooperation with Le Cordon Bleu Paris highlights the world’s famous Thai gastronomy to the delight of the French members of the media, to ensure the French market better understands the new marketing concept.”

As well as a range of Thai dishes, snacks and beverages, the popular Som Tam Papaya Salad (ranked sixth in CNN Travel World’s 50 Best Foods list) also delighted guests with its spicy, salty, sour and sweet taste. Guests also had the chance to learn how to mix their own Som Tam, personally instructed by Chef Fabrice Danniel, Assistant Culinary Arts Director and Head of the Le Cordon Bleu Pastry Department. (see below photo gallery)

As well as the French market, all TAT overseas offices are currently working with partners and tour operators to convert the new marketing concept into substantial sales targeted at specific customer segments.

France is the fourth largest European market for Thailand. From January to October, this year, a total of 604,254 French visitors have visited Thailand.

Mr. Tanes Petsuwan, TAT Deputy Governor for Marketing Communications, delivered the presentation on the TAT’s ‘Open to the New Shades’ as well as presented a token to the event’s partners

Thailand launches Open to the New Shades to French market

From left: Chef Jeremy Laurent, Cuisine Chef Instructor; Chef Fabrice Danniel; Ms. Tanes Petsuwan; Ms. Peenithi Tachasirinugune, Thai Student at Le Cordon Bleu; and Chef Soyoun Park, Pastry Chef Instructor