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.

/s/n/a/thailand160.jpg

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.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here