Tourism campaign in the works to promote second-tier provinces

Image courtesy of TAT

In a bid to amplify tourism revenue from lesser-known provinces and cities, The Tourism Authority of Thailand (TAT) unveiled a five-point campaign aimed at promoting 55 second-tier regions. The initiative marks a collaborative effort involving nine ministries, the Royal Thai Police, and two additional agencies.

Deputy Governor of the TAT, Somruedee Jitjong, emphasised the necessity of diversifying tourism revenue streams by targeting these often overlooked areas.

Currently, these provinces contribute a mere 20% to the nation’s overall tourism revenue. However, with concerted efforts, the TAT aims to elevate this figure to 30%, translating to an estimated annual revenue of 330 billion baht.

Under the banner of Ignite Tourism Thailand, the tourism initiative encompasses a multifaceted approach aimed at rejuvenating the visitor experience across the nation’s second-tier provinces.

One key factor involves enhancing infrastructure, with a specific focus on upgrading the standard of restaurants and basic amenities. By investing in these fundamental aspects, Thailand aims to elevate the overall quality of tourist facilities.

Moreover, the campaign emphasises the importance of destination development as a means of enhancing the appeal of tourist sites and their surrounding landscapes.

Catering to travellers

In line with evolving tourist preferences and demands, the initiative also prioritises catering to the diverse needs of travellers. This entails developing goods and services tailored to meet the expectations of tourists, ranging from accommodations to recreational activities.

Central to the campaign’s objectives is the promotion of cultural richness and diversity. Thailand seeks to leverage its rich traditions to create compelling tourism routes and destinations.

Finally, the initiative underscores the importance of improved connectivity to facilitate seamless travel across all provinces and destinations. By enhancing public transport links, Thailand aims to streamline travelling within the nation, making it easier for tourists to explore the diverse attractions scattered, and hidden throughout the country.

Representatives from the ministries of defence, tourism and sports, transport, natural resources and environment, commerce, interior, culture, public health, and industry have gathered in a brainstorming session, to actively participate in crafting strategies to propel this initiative forward.

Somruedee disclosed that the proposals formulated during the session will be presented to the National Tourism Policy Committee for review and approval.

Subsequently, the allocation of budgetary resources for the upcoming fiscal year will be pursued to kickstart the implementation phase of this ambitious endeavour, reported The Nation.

The comprehensive approach adopted by Thailand reflects a concerted effort to promote sustainable tourism development while showcasing the diverse cultural and natural heritage of the nation’s second-tier provinces.

Through collaborative efforts and strategic planning, Thailand aims to unlock the full potential of these hidden tourism gems, offering travellers a richer and more immersive experience beyond traditional tourist hotspots.

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Ryan Turner

Ryan is a journalism student from Mahidol University with a passion for history, writing and delivering news content with a rich storytelling narrative.

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