DestinationsTAT's tourism recovery playbook will focus on safe and sustainable experiences in new normal.

SEXY is the new black for Thailand

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Thailand has also indicated its move out of mass tourism, and instead towards responsible tourism and revenue-generating quality tourists. (Pictured: Phra Nang Beach in Krabi)
Thailand has also indicated its move out of mass tourism, and instead towards responsible tourism and revenue-generating quality tourists. (Pictured: Phra Nang Beach in Krabi) Photo Credit: Getty Images/malxes

The Tourism Authority of Thailand (TAT) has launched a new SEXY initiative as its tourism comeback strategy, with a focus on safe and sustainable travel.

"All four key focuses under this ‘SEXY’ tourism concept reflect Thailand’s current new normal tourism direction towards safe and sustainable travel. This will help restore travellers’ confidence, while driving recovery for both the Thai economy and the tourism industry to make a comeback stronger than ever," said TAT governor, Yuthasak Supasorn.

To be rolled out between now until 2022, the concept focuses on elements that are perceived to be important to post-Covid travellers: S – Safety and Hygiene, E – Environmental Sustainability, X – Extra Experiences, and Y – Yield.

S tackles the global priority of safety and hygiene, backed by the Amazing Thailand Safety and Health Administration (SHA), a public-private sector cooperation. The certification has, to date, been awarded to more than 8,000 tourism sector businesses, including travel agents and tour operators, accommodations and venues, attractions, transportation providers, F&B establishments and souvenir shops and other stores.

E represents TAT's continued stand towards environmental sustainability, including past initiatives such as Thai wildlife conservation, the ‘Upcycling the Oceans Thailand’ clean-up effort, and ‘Thailand Reduce Waste’ campaign.

X is for the extra experiences and new products TAT will roll out to showcase the charm of Thailand's popular attractions and destinations. The extra also underscores TAT's extra push to upkeep safety, amid the country's latest Covid wave.

And finally, Y stands for yield — reflecting Thailand's focus to move out of mass tourism, and instead towards responsible tourism and travellers with high-spending potential, otherwise known as 'revenue-generating quality tourists'.

TAT has been driving the tourism train hard, including December 2020's Single Journey campaign to nine popular tourist routes in collaboration with dating application Tinder, and the recent proposal to scrap quarantine — with the goal of attracting 10 million visitors in 2021.

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