Amazing Thailand makes a DASH to revive tourism

No stranger to coining acronyms for its tourism strategies, the Tourism Authority of Thailand (TAT) has formulated a ‘DASH’ model for its latest ‘Visit Thailand Year 2022: Amazing New Chapters’ campaign to revive the tourism sector and the Thai economy overall.

The campaign, which was first rolled out globally at the World Travel Market (WTM) in London in line with the country’s quarantine-free reopening to international travellers from November 2021, will put a greater emphasis on sustainable, responsible, digital and inclusive tourism growth.

What's in the DASH tourism model

In line with the DASH model and tourism marketing strategies, TAT Governor Yuthasak Supasorn said the NTO 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 astronomy tourism, water tourism, community tourism, and culinary tourism.

Governor Yuthasak Supasorn will lead TAT's DASH model for quality tourists. Photo Credit: Tourism Authority of Thailand

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.

What's in store for the international markets

For international tourism, TAT is introducing a new ‘Amazing Thailand Workplace Paradise’ project, with the aim of attracting remote workers from long-haul international markets to work and play in the country.

For short-haul international markets, TAT will leverage on the Test & Go entry scheme, targeting segments such as bleisure (business and leisure), students, digital nomads, and soft adventure, while Mongolia and South Korea (Busan) have been identified as potential quality markets.

In the works is 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.