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The Tourism Authority of Thailand (TAT) unveiled its new communication initiative, “Amazing Thailand: Your Stories Never End,” during the Arabian Travel Market (ATM) held from 6-9 May 2024 at the Dubai World Trade Center, United Arab Emirates. This event showcased a Thai pavilion with a robust representation of 64 Thai exhibitors.
Ms. Thapanee Kiatphaibool, TAT Governor, said, “This is Thailand’s 24th year of participation in the Arabian Travel Market. This year also marks the first time that TAT and the Phuket Tourist Association have strengthened cooperation in presenting exhibitors from Phuket in a dedicated zone under the umbrella of the Thai pavilion.”
The group included 36 exhibitors from Phuket, 22 from Bangkok, three from Krabi, two from Chon Buri (Pattaya), and one from Surat Thani (Ko Samui), encompassing 40 hotels, 11 destination management companies, three wellness and medical service providers, eight attractions and theme parks, along with the Thailand Privilege Card.
The Phuket exhibitors were highlighted in a special zone with 26 tables, while the remaining participants shared 36 tables in the main area. The Thailand Privilege Card was featured in an exclusive section. The pavilion’s entrance featured a zone showcasing the unique soft power of Thailand and a tourism information desk, staffed with English and Arabic speaking personnel.
Mr. Siripakorn Cheawsamoot, TAT Deputy Governor for International Marketing – Europe, Africa, the Middle East, said “Thailand’s presence this year has been strengthened with a very good mix of exhibitors that cater to different customer bases of the Middle East market, especially the established family market and the growing shopping and luxury segments. The strong presence of Phuket underpins its commitment to boost the destinations’ profile as a destination for visitors from the Middle East.”
At the ATM 2024, the Tourism Authority of Thailand (TAT) will sign a strategic partnership agreement with dnata Travel and host meet-and-greet sessions with Emirates Airlines, WEGO, and Qatar Airways, alongside media interviews.
Additionally, TAT will utilize its presence at ATM 2024 to introduce the new promotional theme, “Amazing Thailand: Your Stories Never End,” on May 6, targeting tour operators, airlines, media, and influencers.
Mr. Nithee Seeprae, TAT Deputy Governor for Marketing Communications, said “This concept encapsulates our commitment to creating unforgettable experiences for every traveller who visits our beloved kingdom. We aim to instil lasting memories and meaningful journeys that will inspire visitors to become storytellers, sharing their own unique tales of Thailand with others around the world.”
To inspire visitors to craft enduring tales in Thailand, TAT is promoting the kingdom’s “5F” soft-power pillars—Food, Film, Festival, Fight, and Fashion. These elements aim to enrich tourism offerings and provide visitors with meaningful experiences.
Travelers can look forward to a variety of experiences in Thailand, such as wellness retreats, exploration of hidden-gem cities, and attendance at world-class events.
In 2023, Thailand attracted 28 million tourists, generating a revenue of 1.2 trillion Baht, with 651,049 visitors from the Middle East, marking a 28% increase from the pre-COVID year of 2019.
For 2024, TAT aims to generate a total of 3 trillion Baht, with 1.92 trillion Baht from international tourism and 1.08 trillion Baht from domestic sources. This includes targeting over 1.11 million travelers from the Middle East, anticipated to contribute more than 106 billion Baht in revenue.
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