TAT drive for ‘unforgettable experiences’

Thailand has announced a rapid growth in the number of tourist arrivals from the Gulf Cooperation Council (GCC) region during 2023, an increase of 28 per cent from the previous year. Tourism Authority of Thailand (TAT) has also launched ‘Amazing Thailand: Your Stories Never End’, a new campaign aimed at ensuring that travellers not just carry their memories back but cherish them.

Thapanee Kiatphaibool, Governor, Tourism Authority of Thailand (TAT), shared that 2023 witnessed an increase of 28 per cent travellers for them from the GCC region. “In 2023, we welcomed approximately 868,000 visitors from the Middle East, a notable 28 per cent increase from previous year. For 2024, we are projecting that this number will rise to over a million, as we continue to strengthen our marketing efforts and enhance the travel experience tailored to Middle Eastern tourists,” she said.

“The Tourism Authority of Thailand is actively engaging with the Middle Eastern market through strategic partnerships, tailored promotional campaigns, and participation in regional travel exhibitions, including this ATM event. We are focused on cultural exchange programmes and have initiated marketing efforts that highlight Thailand’s diverse attractions, specifically catering to Middle Eastern travel preferences, such as halal tourism initiatives,” she added.

This year, TAT has launched a new communication concept, ‘Amazing Thailand: Your Stories Never End’. Kiatphaibool said, “This concept underscores our commitment to creating unforgettable experiences for every traveller visiting Thailand. Our goal is to instil lasting memories and meaningful journeys that inspire visitors to become storytellers, sharing their unique tales of Thailand with the world. To engage Middle Eastern travellers in crafting their never-ending stories in Thailand, we will leverage Thailand’s ‘5F Soft Powers’— Food, Film, Festival, Fight, and Fashion. These elements will add value to our tourism products and services and offer meaningful experiences to Arab travellers.”

She added, “We have observed a significant interest in health and wellness tourism from Middle Eastern tourists. With over 300 international standard hospitals and clinics,
many equipped with Arabic interpreters, highly trained nurses, and doctors, Thailand offers advanced medical technology, reasonable costs and excellent hospitality. For post-treatment recovery, patients and their families can enjoy a relaxing holiday in Thailand at affordable prices. Alongside this, there is a steady demand for luxury and family-oriented experiences. Capitalising on these trends, TAT is enhancing its offerings in health and wellness packages, family-friendly activities, and exclusive luxury experiences to meet the high standards expected by travellers from the region. Additionally, families can find plenty of options to suit their interests across the country, with attractions in Chiang Mai, Pattaya, Koh Samui, and Phuket. Notable attractions include the recently opened Columbia Pictures Aquaverse Water Park in Pattaya and the Andamanda Water Park and Carnival Magic Show in Phuket, which have been major draws for family travelers.” TAT has also launched targeted promotional campaigns in collaboration with key Middle Eastern airlines, travel agencies and OTAs, such as Emirates, Qatar Airways, dnata Travel Group and Wego travel booking platform.

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