The Tourism Authority of Thailand (TAT) used its recent appearance at the Global Tourism Forum (GTF) as a platform to promote the new ‘Amazing New Chapters’ tourism drive, as part of the Visit Thailand Year 2022 campaign. Key to this campaign is a digitalisation of the Kingdom’s tourism sector – a series of visitor-friendly innovations which TAT demonstrated at the forum, held in Dubai on 26 March.
The event was attended by many of the leading lights in Thailand’s technological evolution. One of the keynote speakers at GTF 2022 was Mr. Nithee Seeprae, TAT Deputy Governor for Digitalization, Research and Development, who delivered a presentation as part of session 5 at the event, entitled “Blockchain Technology: a Bridge to Smart Tourism”.
“There is opportunity in every crisis,” explained Mr, Nithee during his speech. “The Coronavirus pandemic hit Thai tourism particularly hard, but it has also brought unprecedented digital transformation that now plays a pivotal role in accelerating the country’s tourism ecosystem to quality and sustainability,” he added.
TAT has launched its ‘Visit Thailand Year 2022: Amazing New Chapters’ tourism campaign in order to support this acceleration, transforming Thai tourism to be more efficient and more responsive to the needs of travellers and the prevailing regulatory conditions. In addition, and as part of their vision for the new normal, TAT have outlined intentions to provide more sustainable, more responsible, more digital and more inclusive tourism growth.
Mr. Nithee summarises this concept as ‘smart tourism’ – a strategy that he says is aimed at “elevating Thai tourism’s competitiveness, while promoting Thailand as a remote worker-friendly destination among tech-savvy travellers and digital nomads.” This shift is an indication, not just of TAT’s desire to modernise their own systems, but also their recognition that travellers themselves are changing too.
In practice, digitisation will take many forms and bring multiple benefits, including personalised travel experiences in the Metaverse virtual world, with payments made using cryptocurrency. Holidaymakers will be able to book hotels and experiences using the new systems, putting seamless, contactless transactions at the traveller’s fingertips. TAT is also looking into using Non-fungible Tokens (NFT) to promote Thai tourism through digital media, blending traditional art, music and iconography with cutting-edge modern trends and technologies.
The Global Tourism Forum is the premier event held by the World Tourism Forum Institute (WTFI). It is an international collaboration platform that focuses on devising solutions to challenges facing the worldwide travel industry. TAT is an agency that operates under Thailand’s Ministry of Tourism and Sports. Its mandate is to promote and develop the country’s tourism industry, while also protecting the environment.
