Value Travel strategies, and “What is Amazing 5F and More?”

TAT promotes the “Amazing 5F and More” concept to attract foreigners to Thailand

         Thanks to the success of tourism in 2022, Thailand had the opportunity to welcome a total of 11.8 million foreign tourists, which is a much higher result than the target, reflecting the positive signs of the recovery of Thai tourism. And in 2023, the Tourism Authority of Thailand will focus on driving sustainable tourism; it is ready to move forward with the use of digital technology to add value to tourism, stepping into Smart Tourism, and creating changes in the tourism industry. It will present travel products in digital art and the “metaverse,” while driving the 3I concept: Intelligence, Innovation, and Investment.

     In the area of tourism products, it focuses on creating valuable and meaningful travel experiences under the concept of Amazing 5F and More, to present marketing promotion activities. The aim is to connect the soft power of Thailand and upgrade tourism products and services to meet the needs of new market tourists and new groups of tourists. It will promote high-value tourism and health and wellness. TAT is joining forces with partners to create standards in three projects, consisting of Good Host Project New Chapters Season 2, SHA Project, and the 14th Thailand Tourism Awards, in order to raise and create standards for the Thai tourism industry, as it works toward the goal of sustainable growth.