The Tourism Authority of Thailand (TAT) chose last month’s World Travel Market (WTM) in London as the stage for the official launch of their new promotional campaign, entitled ‘Meaningful Relationship.’ The campaign aims to provide visitors with a deeper connection to Thailand, through immersive trips that explore the landscapes, people, communities and wildlife that make the kingdom unique.
The latest campaign from TAT is indicative of wider trends in global tourism, as travellers continue to prioritise experiences over the completion of ‘bucket list’ itineraries. With so many incredible attractions to explore, Thailand offers these travellers a wealth of options off the beaten track, with plenty of meaningful interactions along the way.
During WTM London, TAT conveyed this potential through a promotional film that featured travellers from Korea, France and Portugal, who visited locations such as Kanchanaburi, Chumphon, Nakhon Phanom and Bangkok. The catchline of the film was “I have a relationship with Thailand”, and it is this sense of deeper connections that the campaign intends to promote and facilitate.
Thapanee Kiatphaibool is the TAT Governor. She recently outlined her vision for the campaign: “The new ‘Meaningful Relationship’ marketing communication concept is designed to encourage travellers to engage in a meaningful connection, whether it is with themselves, the local people, the community, nature, or even with Thailand,” said the governor.
“When travellers form a relationship with the people they meet and the place they visit, they will have an opportunity to create lifelong friends, cherished recollections and enjoyable moments,” she added.
The new campaign is one of several complementary programmes set to launch before the end of the year. In December, the “Thailand Always Cares” campaign will also roll out, with an emphasis on Thailand’s commitment to providing safe and memorable experiences for international visitors.
Following a year of continued growth, Thailand’s goal is to attract a total of 25-30 million tourists and generate THB 1.5 trillion ($43 billion) in revenue by the end of 2023. In the first 10 months of this year, the kingdom recorded over 21.6 million arrivals and generated over THB 927 billion ($26 billion) in tourism revenue. The top five source markets during this time were Malaysia, China, South Korea, India and Russia.
