The Tourism Authority of Thailand (TAT) has approved a strategic plan to drive tourism growth in an era of unprecedented change in the global operating environment and regular occurrences of unpredictable external factors. 

Also agreed at the TAT’s annual Marketing Action Plan 2012 (MAP) meeting held between 23-26 June 2011 was a marketing plan that will take advantage of emerging opportunities in a world of changing demographics and technological innovation. 

According to Tourism Authority of Thailand Governor Mr Suraphon Svetasreni, “Responding to constant and incessant change has become our biggest challenge. As the country’s primary tourism marketing agency responsible for driving growth in one of Thailand’s most important socio-economic sectors, we spent the entire meeting trying to identify ways of ensuring an effective and efficient marketing plan.” 

He said the TAT has set a 2012 target of 19.5 million international tourist arrivals, generating approximate revenue of 760 billion Baht (24.85 billion USD) increasing around 9 per cent above 2011. The target for domestic tourism is 93 million trips with revenue of 453 billion Baht (14.70 billion USD).

Mr. Sethaphan Buddhani, Director - Tourism Authority of Thailand, Mumbai said, "India has achieved a top position as a source of inbound travelers to Thailand when compared to other ASEAN region markets and we intend to further enhance our marketing activities in order to secure a larger market share of Indian travelers. During 2010 over 791,000 Indian traveled to Thailand and we expect this figure to cross 885,000 in 2011. As a result it has become increasingly important for us to reach out to new niche segments" 

Mr. Buddhani further expanded on the niche segments being targeted, "We have in the last 2 years been consolidating our hold on niche segments such as golfers, wedding celebrations and single women travelers and going forward in 2011 and 2012 will actively target the school groups and medical tourism segments. Our overall broad line strategy to tap a larger base of high income travelers and securing repeat travelers to new parts of Thailand will continue as has been done previously."

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