Thailand Tourism targets family market

The Tourism Authority of Thailand (TAT) is developing a new marketing strategy with social media at the heart to target the family market.

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TAT has been trying to widen its appeal as more than just a student backpacker destination for some years and will increase investment in targeting upmarket tourists with a focus on weddings and honeymoons, spa and wellness and golf.

Additionally, the body will address a new family audience with messages emphasising responsible travel and green tourism.

The tourism body has appointed specialist travel and retail agency Fox Kalomaski to develop the digital strategy and also to work on traditional PR and press advertising.

The current TAT Facebook site will be made the “centre of a community and not just a corporate site”, according to Fox Kalomaski CEO Gary Jacobs.

Travellers will be encouraged to share their “fantastic stories and experiences” while being directed towards attractions such as the natural Naga Fireballs and the Songkran Thai water festival.

CEO of Fox Kalomaski says: “We believe Thailand is on a lot of people’s wish lists and it’s our job to pull the country forward and convince people that now is the time to go.”

There has been political unrest in the country in recent years with Bangkok airport forced to close in 2008 but Jacobs says: “I don’t think there is a perception problem at the moment. TAT works very hard to make sure tourism is not affected and the UK Foreign Office has never advised people to avoid the country.”

The country’s established tourism strapline is “Amazing Thailand always amazes you” and Jacobs says this is unlikely to be changed.

Total arrivals in Thailand from the UK in the year to October stand at 570,000.

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