March 7, 2023

Thailand to expand European market reach at ITB Berlin 2023

The Tourism Authority of Thailand is presenting its new campaign “Visit Thailand Year 2023: Amazing New Chapters”.

With a delegation of 70 Thai tourism companies, the country has made creating a more meaningful travel experience for international travellers its primary objective.

Through its new marketing campaign ‘Visit Thailand Year 2023: Amazing New Chapters’, Thailand has refocused its tourism vision, placing emphasis on the promotion and development of high value and sustainable segments.

As part its plans to increase tourism supply, Thailand is offering experience-based tourism products and leveraging its soft-power foundations, known as the 5Fs – Food, Film, Festival, Fight and Fashion. These will help create fresh travel experiences for international travellers while continuing to emphasise the country’s strength, notably its nature and culture – the Thai people’s unique way of life.

For the Tourism Authority of Thailand (TAT) Governor Yuthasak Supasorn, who is attending ITB Berlin, the country’s new campaign “Amazing New Chapters” centres around the promise of “meaningful travel” and extending its tourism activities across the country on a year-round basis.

With the industry’s rapid recovery underway amid volatile global challenges, Thailand is expecting to reach US$72 billion (THB2.38 trillion) in overall tourism revenue in 2023, representing a 80% return to pre-pandemic levels in 2019. Asked about the country’s new “meaningful travel” concept, Mr Supasorn explains that “TAT wants to encourage travellers to discover something new. Lots of travellers these days want to see something different compared to the pre-covid times. We want then to focus on responsible tourism and give them the best options. We have the desire that tourists help to make a contribution to the society, to come here to make something which is better for the community or good for the environment.”

For the European markets, the country’s tourism organisation is focusing on working with airlines to expand new routes and increase flight frequency. The agency wants to expand its European market presence to reach secondary cities and tap new segments and first visitors, as well as offer fresh new experiences with a particular focus on health tourism.

HALL 26 / STAND 217

A Thailand Mini Mart 2023 inside ITB Berlin

Among the many activities Thailand is hosting at ITB Berlin 2023 is the Thailand Mini Mart 2023, which will be taking place tomorrow, March 9 throughout the day. It involves a series of business meetings where Thai tourism suppliers and operators will present Thailand to new markets, having been identified as having great potential, such as the Czech Republic, Poland, Romania and Hungary. The Mart will be followed by socialising at the Thailand Mini Mart Happy Hour.

Thailand to expand European market reach at ITB Berlin 2023
Authentic experiences are expecting visitors across the country such as here at a Bangkok temple (Photo: LC/Cleverdis)