Singapore, 25 October, 2017 – The Tourism Authority of Thailand (TAT) has given a preview of the new tourism marketing concept, “Open to the New Shades”, at the ITB Asia 2017. The official launch is set for WTM London this November.
Over the next 12 months, TAT will step up its marketing communications effort to give greater prominence to unique local experiences of Thailand on the world stage. The Amazing Thailand brand will remain in place supported by powerful narratives called “The Million Shades of Thailand”.
Mr. Tanes Petsuwan, TAT Deputy Governor for Marketing Communications said, “TAT offices worldwide will propel the new concept forward to offer a new perspective on Thailand. The places may be the same, but potential visitors will be provided new perspectives via new teaser ads to be launched soon.”
The concept of Open to the New Shades reflects another kind of “Thainess”, which is the unique characteristic of the Thai people to welcome visitors from around the world,” according to Mr. Tanes.
“Over the years, TAT has conducted some memorable, award-winning campaigns, but this time we are promoting a genuine form of truly “inclusive tourism”, which is especially important in this day and age. The aim is to let visitors do the talking,” he said.
During the preview at the ITB Asia 2017, TAT also highlighted some the Unique Thai Local Experiences that travellers have shared in the social media world. To build on the social buzz, TAT plans to invite international inspirers and influencers to visit amazing Thailand under this latest marketing concept.
TAT’s Open to the New Shades concept will encourage visitors to discover new perspectives in existing attractions, or indulge in experiences in new tourist attractions. TAT has sub-themes reflecting this; such as, Gastronomy, Nature and Beach, Arts and Crafts, Culture, and Way of Life.
Some of the examples of the new “shades” of Thailand are, such as, Songkran Festival is celebrated differently in each region; there are 10 kinds of Pad Thai and uncountable types of soups to enjoy. Among Thailand’s 77 provinces, there are at least 24 under the “12 Hidden Gems Plus” cluster that have something interesting to offer in terms of culture, heritage, and cuisine. For Gastronomy Tourism, Thailand has everything to offer from internationally award-winning restaurants to local culinary experiences.
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; such as, Luxury, Weddings and Honeymooners, Female Travellers, Families and Gen Y.