Thailand, tourism authority, TAT, 2019, marketing, secondary, destinations, millennials, women, marketing, food, Michelin
Tourism Authority of Thailand

Thailand to boost secondary destinations in 2019

The Tourism Authority of Thailand reveals details about its new marketing Action Plan for next year.

Spreading tourism more equally around the country is the aim of a new Action Plan for 2019 by the Tourism Authority of Thailand, pushing visitor flows to provinces with less than four million annual visitors while alleviating tourism in major destinations.

TAT wants to better balance the economic value of incoming tourism with the socio-cultural and environmental impacts of tourism, its governor Yuthasak Supasorn said at a press conference this week, TTG Asia reports.

Promoting secondary destinations will be a new focus for TAT in 2019, coming on top of three existing priorities – gastronomy, content marketing and environmental awareness.

In boosting visitor flows to secondary tourist destinations, potential target groups include senior citizens and female travellers, who are showing good growth in terms of both volume and purchasing power, TAT says, as well as millennials, who are adept at using social media to communicate powerful messages.

Food and stories
Gastronomy will be a means of reaching out to local communities and experiences. Recent projects like the Michelin Guidebook 2019 will be used to promote Thailand as a destination for foodies, with a second guide to be launched this November.

Future activities will follow the Michelin Food Festival 2018, the first of its kind for high-end street food in Thailand, featuring chefs from Bib Gourmand Michelin-star restaurants.

In addition, apps such as Knowing Thai will be used to attract “gurus” who can act as storytellers about Thai society, religion, history, culture and food, enhancing the country’s brand value through content marketing, TAT says.

And environmental awareness will be raised with more clean-up projects to tackle the growing volume of tourism-generated waste.

TAT has set a target revenue increase of 12% for international markets and 10% for the domestic market.

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