Thailand has kicked off a major new domestic tourism campaign, encouraging Thais to make travel a ‘Part of Life’.
Initiated by the Tourism Authority of Thailand (TAT), the new campaign is planning to drive 107.4 million domestic trips with revenue earnings of THB453 billion (US$14.3bn) in 2013. According to the TAT, the campaigns, which will run for the rest of 2012 and into 2013, will aim to promote tourism as a “necessity” for Thai nationals and residents, as opposed to being “just a luxury or a recreational activity”
The tourism board added that the campaigns will also strive to reinforce a strong sense of national identity among Thais, especially young travellers, as well as opening up new destinations in an effort to decongest more traditional and popular holiday spots.
“Domestic tourism has become an increasingly important component of the overall tourism mix. The growing Thai middle-class has the time, means, and the propensity to travel. It plays an important role socially, economically, environmentally and culturally,” the TAT said in a statement. “Its importance has become particularly acute especially in times of crisis, when international travel tends to be affected, enhancing the role of domestic travel as a means of economic survival,” it added.
The new campaign will be underpinned by the slogan; ‘New Thinking, New Perspectives – Travel in Thailand Can Yield More Than You Think’, and will hope to take advantage of the improvements in Thai road, rail and air infrastructure.