Happiness in the Land of Smiles

TAT Amazing Thailand Happiness Within

The Tourism Authority of Thailand (TAT) recently launched a new tagline to kick start its latest marketing campaign following the country’s military coup.

The new campaign, which has been dubbed “Amazing Thailand: Happiness Within”, aims to promote the concepts of Thainess, happiness and sustainability in order to achieve the THB2.2 trillion (US$68 billion) tourism revenue target it set for the country in 2015.

“In 2013, Thailand’s tourism revenue was ranked sixth in the world and third in Asia by the World Tourism Organisation. TAT is dedicated to make this ranking higher in 2015,” said TAT governor, Thawatchai Arunyik. “We must walk together, grow together. We plan to step up cooperation with a broad network of partners both within Thailand and abroad to get people travelling to and within Thailand. We aim to convey the ‘Thai way of happiness’ and deliver the ‘fun factor’ for which Thailand is very well known,” he added.

The “three S’s” that describe the Thai way of life – sanook, sabai, saduak – translate to fun, relaxing and convenient respectively. The “fun factor” is merely one attraction that has drawn so many visitors to the Kingdom over the past thirty years.

The new tagline will be marketed to overseas travellers who have never visited the Kingdom, or who are thinking of returning to enjoy its delights for a second or third time. There will also be a focus several niche tourism areas, including golf, honeymoons, weddings, wellness and ecotourism.

“Next year’s targets are very challenging, but TAT believes that with good cooperation and professionalism from all sectors, we can step forward to reach the target, based on a common vision and sense of purpose,” added Thawatchai.

To support the initiative, the TAT have organised several events, including October’s “Thailand Music Festival” and December’s “Thailand Happiness Carnival”. It is also planning “Thailand Happiness Street Festival” to begin later this month –  a  festival in Bangkok on July 25-26 on the Rama I and Ratchaprasong intersection that's expected to attract 200,000 visitors with performances by well-known musicians and a Thai-style parade.

Thailand has also kicked off a number of retail promotions to give the economy a boost by attracting tourists to its malls. The TAT partnered with the Ratchaprasong Square Trade Association (RSTA) to launch a major sales campaign earlier this month, aiming to boost sales in the famous Bangkok shopping district for the second half of the year.The Platinum, a wholesale centre for fashion goods, will also launch its own sale from July 31 to August 4 to boost sales figures.

"In the past month, we have seen positive signs,” said Chamnarn Maytaprechakul, executive vice president of The Mall Group. “We have also started to apply a more proactive strategy to drive growth,"