Bangkok, 5 February, 2016
The Tourism Authority of Thailand (TAT) is spearheading both its global marketing initiatives, including the redesigned Amazing Thailand campaign’s logo, to boost the positive image of Thailand, positioning the country as a quality leisure destination, and domestic marketing initiatives; such as, the creation of regional value proposition to entice Thai and foreign tourists to discover the many amazing stories in Thailand.
In 2015, the Thai tourism industry hit the highest record in its history, receiving tourism revenue of 1.4 trillion Baht or a 23 per cent year-on-year increase, and attracting 29.8 million international tourist arrivals or an increase of 20 per cent over 2014. The number of domestic trips reached 138.8 million, generating revenue of 790 billion Baht.
Building on this success, TAT announced the repositioning for the country’s tourism branding, replacing it with a new strategy to focus on promoting the kingdom as a “Quality Leisure Destination through Thainess” to enhance traveler expenditure, the average length of stay, and the overall quality of the traveler experience rather than the number of tourists.
Dr. Yuthasak Supasorn, TAT Governor said, “As the Thai government’s official body that has been promoting Thailand as a tourist destination to international and local travelers while supporting the development of the country’s tourism industry for more than 55 years, it’s now high time for us to realign our strategy. Our target for the next 4-5 years will be in line with the government’s policy that highlights the importance of tourism in a 360-degree dimension for economic development, job creation, income distribution, and the role in enhancing social integration and preserving the environment.”
To enhance the appeal of Thailand as a quality leisure destination, TAT has launched a new logo of the Amazing Thailand campaign, incorporating the attraction and charm of that most well-known characteristic of Thailand – the Smile. Ornate details of the traditional Thai Kanok pattern have been adjusted to create the ‘Smile’ symbol. It also represents friendship, enjoyment, happiness and hospitality. The letter ‘A’ in the word ‘Thailand’ has been re-designed to look like a pair of smiling eyes, which, when accompanied with the ‘Smile’ symbol, perfectly form a person’s smiling face. The colour schemes have also been specifically chosen to underpin the image of softness.
TAT has created a value proposition for each of the five major regions – North, South, East, Central, and Northeast – across the nation to boost domestic tourism. The regional propositions are the North: A Million Inspirations, A Thousand Charms; the Northeast: Spicy Isan; the Central: Happiness Within Reach; the East: Simply Colorful, and the South: Wonderful Hideaway.