This afternoon (February 11, 2022), Mr. Yuthasak Supasorn, Governor of the Tourism Authority of Thailand (TAT), held a press conference to open the "Thai Tourism Year 2022" and "Visit Thailand Year 2022: Amazing New Chapters" to boost travel to the fullest by raising the model "DASH."
Mr. Yuthasak Supasorn, Governor of the Tourism Authority of Thailand, stated that Prime Minister General Prayut Chan-o-cha had set a policy "Transforming Thailand" with new approaches for Thailand to enter a new way in all dimensions. As of November 1, 2021, Thailand has opened the country to tourists with no quarantine requirement; the Tourism Authority of Thailand (TAT) has presented guidelines to implement the campaign Visit Thailand Year 2022: Amazing New Chapters, at the meeting of the Center for Economic Situation Management from the Impact of the Coronavirus Disease 2019 (CDC) epidemic. On September 30, 2021, the Cabinet approved the campaign by TAT to promote Thai tourism year 2022 and launched the first campaign on November 1, 2021, at World Travel Mart 2021 in London, United Kingdom.
The Governor of TAT stated the overall picture for the implementation; it had set a goal to create Greatest Change with Soft Power of Thailand following the 5F: 4M guidelines, namely Food Film, Fashion Festival, Fight, Music Museum, Master and Meta to increase the proportion of quality tourists and create a different experience leading the tourism industry into responsibly traveling and digital tourism that creates added value for everyone. The principle of Inclusive Tourism targets quality groups and tourists with high purchasing power who are willing to pay for the value of the experience. Inclusive tourism aims to demonstrate social and environmental responsibility with 4-2-2 4 Personas, targeting the world's wealthy population, people with high wealth retirees from abroad, and individuals who want to work from Thailand. These include unique skilled demographic (millennials and active seniors) 2 Behavior (Medical & Wellness and Responsible Tourism). The "DASH" model has been established as a guideline to transform Thai tourism by mobilizing the work of TAT towards the transformation of the whole system:
D - 'Domestic Travel' focuses on promoting domestic tourism from tourists and entrepreneurs in the industry.
A –'Accelerate Demand' stimulates qualitative demand by building trust and a good image based on safety, which focuses on quality tourists and high-income groups that deliver impressively different yet valuable experiences.
S - 'Shape Supply' elevates the tourism ecosystem towards better quality and sustainability based on Responsible Tourism and Digital Tourism which benefit all parties, distributing a sustainable income to each sector.
H - ''Healing Thai Economy' reviving the economy through tourism by opening the country, "grow fast, move fast" the motto from the campaign Visit Thailand Year 2022: Amazing New Chapters'' aims to be a year of change that leads to sustainability. While delivering happiness and safety based on Thainess creates a different experience with the cooperation of all sectors to revive Thailand through quality tourism.
Tourism revenue has also shifted towards the domestic market and focused on quality markets from abroad. The ''Amazing Thailand Workplace Paradise' project aimed to bring Remote Workers to Thailand, which arose from the outbreak of COVID-19, has made changes in both travel and work routines, making by creating Thailand be the 1st Remote Workers Friendly Destination in the world. The short-term market found an excellent opportunity with the government reopening a 'Test & Go' tourism by placing the concept 'New Chapters, New Opportunity.'
The '5 New' strategy consists of 'New Segment' includes business & leisure, students, digital nomad, and Soft Adventure.
'New Area,' which searches for quality tourists in new potential areas such as Mongolia and Korea (Busan) and other regions in the old market.
'New Partner' creates new alliances in the tourism industry.
'New Infrastructure' uses new transportation routes to attract tourists, primarily through the high-speed rail route from Kunming, China to Laos PDR, connecting to Nong Khai Province.
'New Way'' is a new generation of tourists that emphasizes the environment while traveling.
The domestic market focuses on creating experiences that meet tourists' expectations by transforming Thailand's tourism in the future with high quality and sustainability. Under the country's campaign, 'Amazing Travel to Thailand' highlights memorable travel experiences through menus with a value above the price under the concept of 3 Ex.
Experience, Expectation, and Extraordinary with three types of tourism products and services, namely Nature to Keep, Food to Explore, and Thainess to Discover, introducing color and themes presented to inspire travel in each region.
Northern: The charm of the old days of the North - North Nostalgia, Navy.
Central: Trendy C2; Create new Experiences and Charming of Central - Chic Central, Crimson.
Northeastern: fall in love with the land of the Isan region - Isan in Love, Ivory.
Southern: The delicious tastes of the south - Savory South, Silver.
Eastern: Sabai Sabai Eastern region - East at Ease, Emerald.
New tourism products emphasize creating unique experiences that respond to the Workation & Staycation Wellness Sports group and must be environmentally friendly for domestic and international markets. Designing environmentally friendly travel routes is essential to keep up with the ever-changing tourists' behavior and update new tourism trends such as astronomical exploration and water tourism activities. The 'Happy Model' encourages community tourism to help distribute income evenly throughout the country. In addition, The Tourism of Authority of Thailand continues to focus on the country's strength, food tourism, by implementing 'The Best Practice Model,' which highlights food safety that responds to the new health-conscious generation. The restructuring of Thailand's food tourism aims to be sustainable and create value for food.