Bangkok, 18 July 2023 – The Tourism Authority of Thailand (TAT) has recently announced their strategic direction for 2024. This direction focuses on enhancing tourism offerings, promoting sustainability, and leveraging Thailand’s unique strengths to develop high-value and sustainable tourism in the country.
TAT is committed to building tourism security in order to strengthen the industry and ensure its long-term resilience in the face of global challenges. They have identified four key factors to create tourism security. Firstly, they aim to strengthen the supply chain by focusing on quality and sustainability, while also ensuring fair income distribution within local communities. Secondly, TAT plans to develop factors that support tourism and improve tourism infrastructure to ensure safe and smooth travel experiences. Thirdly, they will leverage the power of innovation and technology through digital transformation to add value and sustainability to the tourism industry. Lastly, TAT will effectively manage external risks to safeguard tourism.
To boost the international market, TAT has devised five directions. The first direction is to enhance Thailand’s sustainability image and utilize it as a unique selling point. This aims to increase awareness of the Kinnaree Brand (Thailand Tourism Awards) among international travelers.
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