The Tourism Authority of Thailand (TAT) has promoted high-value and sustainable tourism at the ASEAN Tourism Forum (ATF) 2024, held from January 22-27 in Vientiane, Lao PDR.
This new direction not only underscores Thailand’s commitment to meaningful travel experiences but also aligns with the ATF 2024 theme: “Quality and Responsible Tourism – Sustaining ASEAN Future.”
Ms. Thapanee Kiatphaibool, TAT Governor, emphasized the importance of the ATF in its 42nd year as a crucial platform for ASEAN tourism promotion. The forum includes several key components like meetings of ASEAN Tourism Ministers, a tourism conference, media briefings, and the region’s leading TRAVEX trade show. TAT’s participation is pivotal in showcasing ASEAN as a unique tourism destination to global buyers.
The Thailand Stand, opened on January 24, was a highlight at the ATF TRAVEX 2024, embodying the essence of Thailand’s tourism direction. Dignitaries such as H.E. Morakot Sriswasdi, Ambassador of Thailand to Lao PDR, and other notable Thai and ASEAN officials graced the event. The stand featured an array of meaningful travel experiences that resonate with Thailand’s strengths in health and wellness tourism, notably through Thai massage demonstrations. Key players like the Thailand Privilege Card, Thai Airways International, Bangkok Airways, and the Isan Tourism Industry Trade Association also played a part, showcasing intra-regional tourism and connectivity.
Thailand’s performance in the tourism sector has been remarkable. In 2023, the country welcomed over 28 million tourists, generating a revenue of 1.2 trillion Baht, with approximately 35% of arrivals coming from ASEAN countries. Looking ahead, TAT has set an ambitious revenue target for 2024: 3 trillion baht, comprising both international and domestic tourism. The plan includes attracting 35 million foreign visitors and facilitating 200 million domestic trips.
Mr. Nithee Seeprae, TAT Deputy Governor for Marketing Communications, highlighted TAT’s ongoing efforts to strengthen Thailand’s image as a sustainable and responsible tourism destination. This includes enhancing supply and sustainable standards and leveraging Thai soft powers to provide meaningful travel experiences.
The Thailand Tourism Awards and TAT’s Sustainable Tourism Goals (STGs) mirror the country’s commitment to sustainability. The latest edition of the Thailand Tourism Awards introduced new categories focusing on Low-carbon and Sustainability, reinforcing Thailand’s dedication to low-carbon tourism. Meanwhile, the STAR system under TAT’s STGs, aligning with the United Nations’ Sustainable Development Goals, has accredited 497 businesses in Thailand.
TAT’s marketing strategies for 2024 have pivoted towards segments that tend towards higher spending, longer stays, and a keen interest in local culture and environmental preservation. This includes focusing on luxury experiences, health and wellness, family-friendly holidays, and promoting secondary destinations.
The role of ASEAN connectivity is crucial in enhancing Thailand’s tourism industry, as underscored by Mr. Nithee. The development of intra-regional transportation infrastructure is vital for facilitating easier and more affordable travel within the region.
The ATF 2024 and Thailand’s proactive approach in promoting sustainable and high-value tourism represents a significant leap in the country’s tourism sector, promising a future that is both economically beneficial and environmentally responsible.
