Thailand’s Creative Tourism Campaign Aims at Scandinavian Tourists

Launching in April this year, the Tourism Authority of Thailand’s creative tourism campaign “Discover the Other You” is geared towards the growing trend of environmentally concerned travellers and community tourism. Among the main target groups are independent travellers, especially generation X and Y tourists, from Scandinavia, Singapore, Japan, Australia, the UK, Germany, the US and Canada.

Mr. Suraphon Svetasreni (centre), governor of the Tourism Authority of Thailand (TAT), announced on June 26 the success of the Creative Tourism Campaign, which generated more than 24 million internet views from 119 countries in two months after the campaign launched in April. The creative tourism activities video was viewed by more than 1.5 million visitors and the digital brochure was downloaded by over 3,700 people.

Mr. Suraphon said that the agency launched the “Discover the Other You” campaign to make Thailand the first creative tourism destination in Asia. The campaign is meant to feature elements that are useful to society, save the environment and achieve sustainable profit for all relevant sectors.

“If operators want to entice this segment of tourists, they have to create added value for their products by presenting an experience that makes their products unique and different. The experience should not be easily imitated,” said Mr Suraphon.

The campaign is a move to meet the government’s target of 2 trillion baht in tourism revenue by 2015.

Many relevant activities have been actively promoted on the website. Last week contestants from Croatia, Taiwan and Australia have won complimentary week-long holidays in Thailand after participating in an online competition designed to promote the country as a creative tourism destination.