Thailand aims to promote ‘Thainess’
Thailand has conducted a major new study of its key visitor source markets in an effort to boost the message of its upcoming “Thainess” tourism campaigns. The Tourism Authority of Thailand (TAT)’s Thainess campaigns will highlight unique attractions of the country, such as Thai boxing, cuisine, massage, heritage and other characteristics of the country’s identity. “We found that some of the traditional perceptions of Thailand were still strong, such as those related to fun, excitement, good service, hospitality. This works well when trying to attract the family market, for example. Other images may need to be reinforced in other ways,” said TAT Governor Suraphon Svetasreni. The research targeted 3,000 people in Malaysia, Japan, Taiwan, Hong Kong, US, UAE, Australia, China, South Korea, India, Russia, Germany, Sweden and Italy, in an effort to identify the images and messages that will convince the potential visitors to book a holiday in Thailand.
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