On 9 January, Tourism Authority Thailand (TAT) officially launched a new iteration of the ‘Amazing New Chapters’ campaign – a scheme that is expected to fully rejuvenate the inbound tourism sector, supported by a range of new and improved tourism offerings, based around experiential travel.
The new campaign has targeted the full resumption of Thai tourism in 2023, estimated to be worth around 2.38 trillion baht (more than $71 billion) to the economy. Although still only around 80% of pre-pandemic levels, the new campaign, and its support for the new era of tourism in Thailand, represents a major step forward.
According to TAT Governor Yuthasak Supasorn, the kingdom welcomed around 11.8 million foreign arrivals in 2022, which exceeded expectations and laid the foundations for the new campaign in 2023. “The 2023 target is a result of a carefully planned strategy to continue the milestone achievement of 2022,” said the Governor.
“The ‘Visit Thailand Year 2023: Amazing New Chapters’ campaign represents a commitment from TAT and all stakeholders in the public and private sectors, as well as the Thai people to maintain tourists’ confidence in Thailand as a preferred tourist destination,” he added.
TAT is using the continuation of the campaign as a platform for the promotion of sustainable tourism in Thailand. In practice, this includes elevating tourism supply (Shape Supply), with an aim to offer experience-based tourism; and leveraging the kingdom’s 5F soft-power foundations – Food, Film, Festival, Fight and Fashion – to offer high-quality and memorable experiences to returning travellers.
TAT Governor Tanes Petsuwan added that TAT will put extra resources into new tourist segments for China and other international markets, while also addressing concerns over airline seat shortages and promoting overland journeys. “Aside from road connectivity in the north, the China-Laos railway is now a game changer, connecting China’s southern region to the north-eastern part of Thailand,” said Tanes in a recent statement to the press.
TAT have since confirmed that Thailand is expected to welcome around 25 million international arrivals in 2023, with 5 million of them being Chinese tourists. With support from the Amazing New Chapters campaign, Thai tourism is preparing for another positive plot twist in the months ahead.
