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Wednesday, 05 June, 2019, 15 : 00 PM [IST]

TAT to adopt 'ABC Strategy' to boost identity of emerging secondary destinations

Tourism Authority of Thailand (TAT) as part of taking the benefits of tourism to the lesser- known destinations and making tourism a driver for change there, will adopt a "ABC strategy". This will help in boosting the identity of such emerging destinations, informed Tanes Petsuwan, Deputy Governor for Marketing & Communications, TAT, while addressing the international media marking the beginning of Thailand Travel Mart Plus (TTM+) in the resort city of Pattaya. The biggest B2B travel show of Thailand Tourism, TTM+, got underway at the Ocean Marina Yatcht Club in Pattaya where more than 350 international buyers from 51 countries are participating.

Petsuwan said that the challenge before TAT is to take the flow of tourist traffic from the primary cities to the secondary and emerging destinations in Thailand to spread the benefits of tourism to more people and places. Explaining the ABC strategy, Petsuwan said that ABC stands for Additional, Brand New and Combine. The objective is to build 'Additional' linkages between the primary city and the secondary cities which are thematically or otherwise linked with proper connecting infrastructure to make the flow smooth and seamless. This will help bring Brand New destinations on the tourism map. By Combine, TAT wants to combine destinations which are in proximity to each other and make thematic circuits around history, heritage, art and culture, etc.

He said that TAT's efforts to promote secondary destinations through dedicated campaigns have started yielding results as over 6 million tourists visited these destinations in 2018. He said that the idea is to make the experiences more engaging for travellers and immersive.

Around 38 million international travellers visited Thailand in 2018 marking a growth of 7.5% generating revenue of 62 billion USD (9.6% growth), he said. The visitations from the ASEAN region, has crossed 10 million for the first time last year, he said. The target for 2019 he said is to grow the revenue by 12%. However, while tourism is growing in Thailand, the Deputy Governor said that the challenge is in terms of balancing the quality with quantity and marketing with management. Inculcating high-level of environment sustainability consciousness both in the travel and tourism industry and among the visitors is the key, he said.

Among the source markets, the Deputy Governor said that China and India are key focus for TAT.
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