A ‘DASH’ model has been formulated to revitalise the tourism sector.

TAT Newsroom

 

Bangkok, 11 February, 2022 – The Tourism Authority of Thailand (TAT) is moving forward with its goal to revitalise and transform Thai tourism, with the ‘Visit Thailand Year 2022: Amazing New Chapters’ campaign, and formulating a ‘DASH’ model to help revive the tourism sector and the Thai economy overall.

 

The ‘Visit Thailand Year 2022: Amazing New Chapters’ campaign was initially introduced globally at the World Travel Market (WTM) in London, in line with the country’s quarantine-free reopening to international travellers from 1 November, 2021.

 

 

Mr. Yuthasak Supasorn, TAT Governor, said, “With the Visit Thailand Year 2022: Amazing New Chapters, TAT envisions change towards stronger and sustainable, more responsible, more digital, and more inclusive tourism growth, by leveraging on Thailand’s 5F, 4M soft-power foundations, which are Food, Film, Fashion, Festival, Fight, Music, Museum, Master, And Meta. To achieve this, TAT has formulated a ‘DASH’ model to set the entire organisation towards the single goal of transforming the tourism sector.”

 

D – Domestic travel: The model places emphasis on both tourists and operators in the tourism industry;

 

A – Accelerate Demand: The model seeks to stimulate qualitative demand, build trust, and a good image by placing focus on tourists’ safety, targeting high-income segments, and delivering impressively different and valuable experiences;

 

S – Shape Supply: The model looks set to elevate the tourism ecosystem to quality and sustainability based on responsible tourism and digital tourism for all parties to benefit together, and resulting in sustainable income distribution to each sector;

 

H – Healing Thai Economy: The model focuses on helping to revive the Thai economy through tourism with the country’s reopening to ensure a fast recovery and strong, sustainable growth.

 

Mr. Yuthasak said, “With the DASH model in place, TAT is placing greater emphasis on domestic tourism. For international tourism, TAT is introducing a new ‘Amazing Thailand Workplace Paradise’ project, with the aim to make Thailand the World’s No. 1 Remote Workers Friendly Destination.”

 

The Amazing Thailand Workplace Paradise project will focus on remote workers from long-haul international markets, in response to a growing trend in light of the COVID-19 pandemic whereby people work remotely and enjoy a vacation.

 

For short-haul international markets, TAT will leverage on the TEST & GO entry scheme, highlighting ‘New Chapters, New Opportunity’ offerings. New segments will be targeted; such as; bleisure (business and leisure), students, digital nomads, and soft adventure.  New areas will be set to attract quality segments from potential markets like Mongolia and South Korea (Busan), and to seek new partners in existing markets. New infrastructure will be promoted; such as, new transport routes – especially the high-speed rail linking Kunming and Lao PDR., which can connect to Thailand’s Nong Khai Province. New way will focus on inspiring millennials to experience Thailand in an environmentally-friendly and sustainable way.

 

Within the country, TAT will highlight a 3-Ex concept – Experience, Expectation, and Extraordinary – to inspire domestic travel with 3 ideas for tourism products and services; namely, Nature to Keep, Food to Explore, and Thainess to Discover with five colours representing the regions of Thailand.

Crimson for the Central Region – Chic Central; emerald for the Eastern Region – East at Ease; navy for the Northern Region – North Nostalgia; ivory for the Northeastern Region – Isan in Love, and silver for the Southern Region – Savoury South.

 

In line with the DASH model and tourism marketing strategies, TAT will place emphasis on creating innovative travel experiences for the targeted segments – workcation and staycation, wellness, sports, and responsible tourism. Aimed at both local and international tourists, there will be a plethora of tourism offerings designed in response to a growing trend, including astronomical tourism, water tourism, community tourism – highlighting a happy model for both the tourists and the communities, and culinary tourism – focusing on health and organic lifestyle.

 

Mr. Yuthasak said, “TAT will continue to communicate with both local and international tourists through the long-standing ‘Amazing Thailand’ branding. A dedicated campaign will be used for the local market to inspire domestic travel. For the international market, TAT will use the ‘Amazing New Chapters’ campaign to promote Thai cultural values, under the ‘from A to Z Amazing Thailand has it all’ concept to inspire travellers from around the world to once again visit Thailand.”

 

Last but not least, TAT will be elevating its innovation approach with a plan to introduce a TAT Amazing Influencer, using the virtual character technology to create a personalised experience in the Metaverse virtual world. TAT is also planning to promote Thai tourism through digital art with a
TAT NFTs starting with local wisdom products. In addition, TAT will enhance marketing and digital knowledge by creating a hybrid work system allowing staff to work remotely effectively in line with the plan to promote Thailand as a remote workers friendly destination. To maintain TAT’s positioning as a high-performance organisation, emphasis will continue to be a place on the proper management of resources and waste both internally and externally.

 

With Thai tourism transformation under this year’s strategic plans, TAT expects to generate a total revenue of 1.28 trillion Baht with 656 billion Baht from the domestic market (160 million trips) and 625 billion Baht from the international market (10 million tourists). The average expenditure for domestic tourists is estimated at 4,100 Baht per person, and for foreign tourists at 62,580 Baht per person.

 

Source: https://www.tatnews.org/2022/02/visit-thailand-year-2022-amazing-new-chapters-envisioned-thai-tourism-transformation/

 

-- © Copyright TAT NEWS 2022-02-12

 

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Excellent--I waited 2 years thats enough trouble.

Until restrictions go, it is another destined failure.

 

I wonder how long before we get the usually tourist number predictions.

Balder-dash more like.

26 minutes ago, webfact said:

Thailand Workplace Paradise’ project, with the aim to make Thailand the World’s No. 1 Remote Workers Friendly Destination.”

They have their work cut out with this one. How will they get back to 20 years ago?  How will this be measured? All words again I imagine.

not-visit-thailand-year-2022

Going to the philipines next month no TP T&G quarrantine

2 minutes ago, tomyami said:

not-visit-thailand-year-2022

Going to the philipines next month no TP T&G quarrantine

Have fun.

Think the other 39,600,000 visitors that visited Thailand in 2019 will be making alternative arrangements as well.

Today Spain has removed vaccine restrictions for UK teenagers, saying how important the Brits are to their tourism industry.

Meanwhile, Thailand's answer to Pixie and Dixie dream up more looney tune track, trace, swab, imprison and extort schemes to ensure their added to every travel agents blacklist worldwide.

How can the say quarantine free... 

You have to spend at least 1 night in quarantine... 

Also, I didn't see any mention of all the hoops & restrictions you have before you enter the Kingdom,, and never mentioned that once you are in Thailand that approx 50% of business & entertainment are closed or gone out of business.... 

Kind of Ironic because recently the Philippines announced it’s opening based upon the following conditions:

 

1. Fully Vaccinated

2. PCR test before departure

3. Arrivals from 157 countries are allowed to enter.

 

No Quarantine.  Also, no mention of mandatory insurance(but I suspect it will be?)

 

 

More useless slogans and a lot of hot air.

 

 

What about the F.M.A. model? ????

1 hour ago, sqwakvfr said:

Kind of Ironic because recently the Philippines announced it’s opening based upon the following conditions:

 

1. Fully Vaccinated

2. PCR test before departure

3. Arrivals from 157 countries are allowed to enter.

 

No Quarantine.  Also, no mention of mandatory insurance(but I suspect it will be?)

 

 

35k USD insurance required for The Philippines.

Amazing new Chapters starting with

Chapter 1. The Sandbox

              2.  The Travel Bubble

              3. Bubble and Seal

              4. The Hospitel (Paid by you and you alone)

              5. Test and Go, but maybe test again and be forced into a Hospitel, or Hospital

              6. Test and do not Go (canceled due to fear)

              7. Test and Go, but now test by PCR not only on day 1 but on day 5 and need for a                            Hotel quarantine stay for day 5's test

              8. ( Fill in the blanks)......

 

Insanity is a form of mental illness and this government is as insane as far as I see it, maybe they have been at the Arcane asylum with the Joker......thats what my pet rock just told me.

 

 

I almost spat out my wine when I saw the title of this thread ????

With the current rules and restrictions...less than a million arrivals for 2022

Akin to flogging a dead horse, i read many foreign publications that many says that Thailand "has lost it" and the glory days of 40 million tourists a year are no more, But, time will tell...

4 hours ago, olfu said:

Excellent--I waited 2 years thats enough trouble.

I see, and all these mighty goals will most likely be done with the speed of a sloth on Librium...

4 hours ago, webfact said:

The ‘Visit Thailand Year 2022: Amazing New Chapters’ campaign was initially introduced globally at the World Travel Market (WTM) in London, in line with the country’s quarantine-free reopening to international travellers from 1 November, 2021.

Quarantine free f you exclude the 1st & 5th days and don't get infected while you're here.

4 hours ago, Laughing Gravy said:

How will they get back to 20 years ago?

65 baht to the pound... unlikely.

But it was cheaper then to come.

4 hours ago, webfact said:

TAT has formulated a ‘DASH’ model to set the entire organisation towards the single goal of transforming the tourism sector.”

Think they missed off the ED ! Dashed would be far, far more appropriate !

 

5.

a. To destroy or wreck: Our hopes were dashed by the news. See Synonyms at blast.

b. To discourage or dispirit: "This discouraging information a little dashed the child" (Charles Dickens).

Failure is the product of unrealistic expectations. An Amazing Failure in the making.

44 minutes ago, hotchilli said:

65 baht to the pound... unlikely.

If memory serves me it was 70 Baht to the pound but I get your point.  75 in 2005.

"A – Accelerate Demand: The model seeks to stimulate qualitative demand, build trust, and a good image by placing focus on tourists’ safety, targeting high-income segments, and delivering impressively different and valuable experiences;"

 

What does the bold text mean? 

It seems that TAT staff have been doing a very extensive test of the recreational cannabis bubble - that's the only thing that could possibly explain the psychedelic word salad they came up with.

‘Visit Thailand Year 2022: Amazing New Chapters’  Yes now it doesnt matter what walk of life you come from Thailand has broadened its offerings so now even sports celebrities, movie stars and international criminals can get scammed, robbed, raped, mugged or murdered.....your choice! 

 

Packages personally tailored just to suit you!

 

On special this month is the newly released "Hit and Run" program offering rapid entry and exit visas specially designed to suit international hitmen (short time weapon hire is optional).

1 hour ago, ezzra said:

Akin to flogging a dead horse, i read many foreign publications that many says that Thailand "has lost it" and the glory days of 40 million tourists a year are no more, But, time will tell...

I am sure it will take some time to get back to the the glory days. But Thailand must try to get something going as tourist are the biggest money spinner here. Maybe it should be more like Florida in the USA where life is almost back to normal and it's working there. So come on Thailand take off your mask and ease up and you will find many tourist coming back.

More left foot, right foot mumbo jumbo.

I see students mentioned but I was under the impression that the target was HNW individuals with millions of baht to spend.

Just a bunch of marketing buzzwords and models, few if any of which they have any real idea of how to implement.

5 hours ago, webfact said:

soft-power foundations, which are Food, Film, Fashion, Festival, Fight,

He's forgotten the most important F-word.

2 hours ago, ThailandRyan said:

Amazing new Chapters starting with

Chapter 1. The Sandbox

              2.  The Travel Bubble

              3. Bubble and Seal

              4. The Hospitel (Paid by you and you alone)

              5. Test and Go, but maybe test again and be forced into a Hospitel, or Hospital

              6. Test and do not Go (canceled due to fear)

              7. Test and Go, but now test by PCR not only on day 1 but on day 5 and need for a                            Hotel quarantine stay for day 5's test

              8. ( Fill in the blanks)......

 

Insanity is a form of mental illness and this government is as insane as far as I see it, maybe they have been at the Arcane asylum with the Joker......thats what my pet rock just told me.

 

 

You are not wrong sir 555