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Tourism Authority of Thailand’s Sustainability: From Strategy to Actions

by Yuvadee Nirattakun, Director, Marketing Research Division, Tourism Authority of Thailand

Disclaimer: The views, opinions and positions expressed by the author(s) and those providing comments on these blogs are theirs alone, and do not necessarily reflect the views, opinions or positions of the Pacific Asia Travel Association (PATA) or any employee thereof. We make no representations as to accuracy, completeness, timeliness, suitability or validity of any information presented by individual authors and/or commenters on our blogs and will not be liable for any errors, omissions, or delays in this information or any losses, injuries or damages arising from its display or use.


Tourism Authority of Thailand's Sustainability

The ultimate goal of economic and social development is an attempt to establish security, improvement, to have a better quality of life and society, and to maintain peace and safety, while all suffering is relieved. To achieve that goal, it is necessary to create sustainable development.


From Green Heart Effect to 7 Greens

In 2008, the Tourism Authority of Thailand (TAT) initiated the campaign “Enjoy Travelling, Care for the Environment” following the concept of the 7 Greens, which consists of:

Green Heart: All parties have the attitudes, feelings and awareness of the

From: The 36th Anniversary of the Tourism Authority of Thailand Book.

environment’s value and threat of global warming towards tourism. Meanwhile there will be actions for preventing, preserving and rehabilitating the environment together with reducing greenhouse gas emissions by applying the right and suitable knowledge, understanding and methods.

Green Logistics: The transportation system for tourism should focus on energy saving, alternative energy use, reduction of greenhouse gas emissions, and environmental preservation.

Green Attraction: The attractions that incorporate the management under the framework and operation in the direction of sustainable tourism with a clear will of environmental protection.

Green Community: Every community-based tourism attraction should have sustainable management and implementation focusing on environmental protection, especially, preservation of culture and the ways of life that are the community’s identities.

Green Activity: Tourism activities should be in line with the value of the environmental resources of the attractions. Those activities should be pleasant or entertaining as well as increase a learning opportunity and experience, in particular, have the least effect on the environmental resources.3- 7 Greens

Green Service: The tourism business in various fields shall provide tourists an impression with good quality standard services together with environmental preservation including greenhouse gas emission reduction caused by service provision.

Green Plus: The actions of social and environmental responsibilities by individuals, groups, and organisations by giving physical and intellectual support or donations in order to pursue the execution of the preservation and rehabilitation of tourism attractions or the activities that help reduce the threats caused by global warming.

Triple “D” in Action

The Tourism Authority of Thailand (TAT) has positioned Thailand to be a Quality Leisure Destination in 2016 by implementing the 3 D principle strategies as follows:

Deliver: Distribution of travel into the minor cities (12 Hidden Gems, Not to be Missed).

In response to the government’s policy that declared the year 2015 to be “Discover Thainess,” the promotion of the new tourism provinces under the campaign “12 Hidden Gems, Not to be Missed” was created. These cities seem to be uninteresting, ignored, or looked over but actually, they are fascinating with hidden charms that long for tourists to explore. The 12 minor cities were selected from 5 regions nationwide in connection with the existing major cities. The campaign will focus on those cities that have the potential of nature, ways of life, and art and culture in order to restore the country’s economy.

Direct: Distribution of travel on weekdays.

To promote mainstream tourists to travel on ordinary days to relieve the cluster on the weekends and special holidays, the communication of the benefits of travelling on weekdays is conducted along with offering marketing activities for both mainstream and corporate tourists

Distribute: Distribution of tourists to secondary/newly emerging markets.

Take the “12 Hidden Gems, Not to be Missed” campaign forward for a second year by connecting with the attractions of another 12 interesting cities that share similarities in characteristics and areas under the campaign of “12 Hidden Gems, Not to be Missed Plus.” This campaign is aimed at publicising and stimulating travel to the secondary areas that have the capability to support tourists and have concealed their identities and fascinating stories, including offering tourists more options of domestic travel, reducing the cluster in the main provinces.

Local Chic

The tourism promotion that TAT has focused on from the past has been related to the local wisdom showing the Thai identities and Thainess in connection with the world’s state-of-art, new generation’s travel behaviour; hence, the 2015-2016 campaign of Thailand’s tourism has been all about Discover Thainess.

Currently, there is an emergence of a new generation of entrepreneurs in the Thai tourism business. They have novel ideas, which can respond to the needs of travellers. This new generation group has awareness of the Thai local wisdom’s value; thereby, they have furthered development, built value, and delivered these to tourists by innovation and on-line media.

In terms of TAT’s role, it will cover the parts of matching between the community and tourists’ needs as well as coaching or training local communities to understand the tourists’ behaviour, service techniques, and way of communication.

Public Private Partnership: If We Hold on Together

The collaboration of the related agencies including the public, private and community sectors is an essence of Thai tourism sustainability. Today, the Thai government has set up organisations to be in charge of the country’s tourism, which are the Ministry of Tourism and Sports and Tourism Authority of Thailand. Both agencies will integrate the collaboration with many other related-sectors.

Currently, the Board of the National Tourism Policy and Board of the Provincial Tourism Policy have been appointed in order to incorporate tourism development and promotion to show the path and lead to sustainability.

And the Winner Goes to … Thailand Tourism Awards

Since 1996, Tourism Authority of Thailand (TAT) has initiated the Thailand Tourism Awards programme and continued to organise it biennially until the present, with the following objectives:

  1. To encourage competition in terms of the quality of management and services in the tourism industry in various fields that promote the benefits of marketing and engagement of society – community in an orderly fashion, which leads to a tourism sustainability.
  2. To express the clear will of TAT about the promotion and development of quality markets for the tourism industry as well as create value-addedness to tourism products and gain international recognition of these quality symbolic Awards.
  3. To support and enhance the achievement in terms of marketing for the Award recipients.
  4. To express appreciation and moral support to the award-winning works as well as to push other award-nominated works forward to bring into the development for standard quality directly and indirectly.

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