The Tourism Authority of Thailand (TAT) has launched a new flood recovery campaign, called ‘Beautiful Thailand’, which focuses on restoring arrivals with the high season approaching.
The “Beautiful Thailand” communications campaign involves engaging media from key markets worldwide. It is also planning a mega fam-trip during December that will bring over 300 travel media from overseas to see for themselves that most of Thailand’s tourism attractions and infrastructure remain intact.
Overseas offices are working directly with tour operators in their local markets to develop campaigns and promotions to restore confidence and support tourist arrivals. These initiatives include special promotions with airlines and tour operators, TV and movie production, and celebrity marketing.
According to TAT Governor, Suraphon Svetasreni, the most effective strategy to restore tourist confidence and build lasting momentum for the Thai tourism sector is to focus on value-added services and warm Thai hospitality, not engage in price cutting.
“The TAT is confident that from the year-end holiday period until March 2012, the second half of the high season, the tourism sector will have recovered. In the past, the Thai tourism sector has come back quickly when faced with similar situations. This clearly shows travellers’ preference for and loyalty to the Thailand brand,” said Suraphon.