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Putting the smile back on the face of tourism

Popular Aussie destination unveils impressive post-COVID strategy

It’s known as The Land of Smiles but for the past two years there’s been little to smile about for the country and its people.


That is all about to change with Tourism Authority of Thailand unveiling a raft of marketing strategies to tempt the tourists back following the COVID-19 pandemic.


Their plans were unveiled at the country’s leading B2B travel industry show, the Thailand Travel Mart Plus (TTM+) 2022, being staged in Phuket.

First held in 2001, the event has been on a hiatus due to COVID-19 but this year’s staging attracted 275 buyers from 42 countries (including Australia) and 264 sellers. Traveltalk was among 90 domestic and international media invited to attend.


Opening the 19th incarnation of the event, officials were keen to stress the country’s change towards stronger, sustainable and more responsible tourism growth in line with the ‘Visit Thailand Year 2022 – 2023: Amazing New Chapters’ marketing campaign.


The campaign is designed to highlight the many experiences available in Thailand, focusing largely on the cultural, including an imaginative A-Z list of adventures. Supporting TV ads will highlight six key themes of Nature, Fun, Food, Love, Thainess and Experiences.

“This year’s edition of the TTM+ presents an excellent opportunity for buyers and sellers to come together and build on existing business relationships and forge new ones,” said Mr. Yuthasak Supasorn, Governor of the Tourism Authority of Thailand (TAT).


“Throughout the three days, TAT together with Thai tourism businesses are ready to showcase the ‘Amazing New Chapters’ in Thai tourism to inspire travellers from around the world to visit Thailand.”


With entry requirements easing from June 1, Thailand is already seeing positive signs that the tourists are returning.


Between January and December 2021, the Kingdom welcomed 427,000 international visitors. For the first five months of this year, that figure has already increased to 1.3 million. The country is hoping that by 2023, tourist numbers will reach 20 million.


“The success of the TTM Plus 2022 should also be regarded as a platform of a good friendship benefitting from the gathering of the partners in the industry who could be competitors or partners on different occasions,” said Mr. Phiphat Ratchakitprakarn, Thailand’s Minister of Tourism and Sport.

Mr. Phiphat Ratchakitprakarn, Thailand’s Minister of Tourism and Sport

"This will have a positive effect on the image and build more confidence in Thailand."


Attendees concluded an eventful first day with a welcome reception and the ‘Amazing New Chapters’ show, further reiterating the government’s policy to promote Thailand’s soft-power foundations, including Food, Film, Fashion, Fight, and Festival.


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Written by: Jon Underwood
Published: 9 June 2022

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