Tourism Authority to rebrand as “Amazing Trusted Thailand” and target high-spenders

Tourism Authority to rebrand as Amazing Trusted Thailand and target high-spenders
Photo: Love Pattaya Thailand

The Tourism Authority of Thailand (TAT) is already planning for post-coronavirus Thailand with a rebranding of its famous “Amazing Thailand” slogan along with a promotion of the country’s health system to attract high-end tourists.

The idea of marketing to “disease-free” long-stay tourists has already been floated by the TAT, with the new rebranding and marketing to selective markets in line with that proposal.

The new slogan, “Amazing Trusted Thailand”, places an emphasis on health care and safety standards within the country for both locals and tourists.

By slightly altering the motto that has been used for years, the TAT is displaying a combination of old and new tourism concepts within its new marketing plan.

These include an effective and globally recognized public health system, unique and distinguished gastronomy and culture, and the natural beauty of the landscape and Thai people.

Governor of the TAT, Yuthasak Supasorn, predicts that October will see a return of tourism to the country and wants to be prepared to welcome tourists to a new and safe Thailand. He said:

“We estimate international markets will return in October, so all related agencies are working on a proper recovery plan that won’t risk a second wave of the pandemic after our proven record of effective virus control during the first wave.

Prime Minister Prayut Chan-o-cha suggested we use this opportunity to rebrand Thai tourism as a quality destination where we care more about trust than carrying capacity.”

The strategy involves matching tourists from countries that are not listed on the “Disease-Infected Zones for Covid-19” with carefully selected provinces that have either not reported a case of coronavirus in the last 28 days, or never had any covid-19 cases.

Koh Samui and Phuket have been put forward as the initial destinations for the strategy due to their location and geography making it easier for officials to control and track tourists.

Another aspect of the strategy is to target high-end tourists from Europe and high-spending tourists from within the region including Singapore, Vietnam, and China.

Tourists from these countries can visit Thailand without undergoing the mandatory 14-day quarantine period and will need only health certification, fit-to-fly certificates, and health insurance before visiting Thailand.

Safety is the primary concern and marketing focus for the new plan and the TAT is planning to reassure targeted countries that their citizens will be fully cared for while in Thailand. Mr. Supasorn said:

“Our plan to open up for international tourists will not be the same as the plan for locals. In the near future, a discussion between Thailand and targeted countries will be necessary before any exchange of tourists. Both Thais and other countries are worried about the pandemic, as they don’t want to send their citizens here and have them bring the virus back home.”

The TAT will present the plan to Thai Prime Minister, Prayut Chan-o-cha, this week, and propose the strategy to the cabinet next week. It is estimated that the implementation of the plan will cost between 10 and 20 billion baht from the 400 billion baht allocated for economic rehabilitation.

Source: Bangkok Post

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