Tourism Marketing Strategy

by
Dr. Walailak Noypayak
Executive Director
ASEAN South Asia and South Pacific Region Department
Tourism Authority of Thailand (TAT)

1
Thailand Tourism Situation 2016

2016
32.6 million
9%

42 billion US Dollars

13%

2
Top 5 Tourists Arrival to Thailand 2016

8,757,466

3,533,826

1,464,218

1,439,629

1,409,456
3
4
 January - June 2017

17.3 million 25.24 billion US Dollars

4.7 million 1.7 million 825,653

5
Target in 2017
50 Billion US Dollars

Target in 2018
Tourism revenue grows by
8%

6
As a value driven era, more & more people look for
whats REAL & AUTHENTIC to the story behind

7
Experiential Travel on the rise
People look for a sense of CONNECTION & BELONGING,
with these preferences they give more value to both the place & their
choices as AUTHENTIC TRAVEL EXPERIENCES

8
 Thainess

Local Experience

9
10
11
12
13
14
15
16
17
Quality Leisure Destination

18
19
Luxury
Travel

20
21
Lady

22
23
http://www.visitasean50.com/

24
25

AEC Connectivity

26
27
ASEAN Photo Walk Social Media Campaign

Method:
- Use ASEAN travel influencers to promote the campaign by encouraging their followers to
check-in at the attractions in ASEAN countries and share images with #ASEANPhotoWalk
- Win the special prizes from TAT
28
ASEAN Photo Walk Social Media Campaign (Cont.)
Campaign Results:
1,465,391 Impressions from
ASEAN countries
1,085 Posts

29
Experienc
e
Thailand
and
MORE

30
A Journey of ASEAN Ancient Kingdoms

LAMPHUN
Myanmar
31
ASEAN World Heritage Cities
SUKHOTHAI
Luang Prabang
32
 ASEAN Romantic Treasures

Thailand
Cambodia
Vietnam 33
ASEAN Gastronomy Local Experience

AYUTTHAYA
Malaysia

34
35
 International Tourism Promotion: Activities
Hosting and Participating in International Road Show
and Trade Show Over 40 Countries
e.g. WTM, ITB, ATM, ILTM

Collaborating with alliances

e.g. travel agencies, airlines, financial institution,
department store

Promoting via ICT in form of B2B and B2C

e.g. thailandtravelmart.com,
thailandfastdeals.com,
lifestylethailand application

36
Domestic Tourism Promotion: Activities
Hosting trade and consumer fair in Bangkok and
other regions

Increasing travel volume both in the same

region and across the region

Boosting educational tourism and

green travel to the social benefit

37
Marketing Communication Activities
On-line/Off-line Media

38
Marketing Communication Activities
Advertising Marketing Campaign

39
 Marketing Communication Activities
Tourist Information Dissemination

Tourism Authority of Thailand

(Head Office)
08.30 am 04.30 pm

40
Marketing Communication Activities

www.tatnews.org

41
Suvarnabhumi Airport
2nd Floor, Gate 3
24 hr. Service

42
www.tourismthailand.org
43
44