TAT has set a 2014 target of 28.01 million international tourist arrivals, generating estimated foreign exchange revenue of 1.326 trillion Baht, up 13% over 2013. For the domestic market, TAT set a target of 136.8 million trips, generating estimated of 700 billion Baht for tourism income, up by 9% over 2013
The Tourism Authority of Thailand TAT Action Plan for 2014 was officially released to the private sector and global media at a day-long briefing followed by a press conference at the Queen Sirikit National Convention Centre QSNCC.
TAT Governor Suraphon Svetasreni said,
“Finalising the 2014 marketing plan has been a particularly challenging exercise in view of all the phenomenal and monumental changes taking place both worldwide, regionally, and locally within Thailand, in customer demographics as well as the way the industry does business.“Because Thailand is blessed with an unmatched geographical advantage, and numerous other strengths which have served us well over the years, we had to find ways of adapting our strategies to take advantage of our strengths and address some of the looming weaknesses. We think this plan does that.”The Governor said that “Thainess” and “balance” will be the key words driving strategies in the future. This will apply to target customer segments, source markets, earnings and sustainability.
For the domestic market, TAT set a target of 136.8 million trips, generating estimated of 700 billion Baht for tourism income, up by 9% over 2013. This means that for the first time in the history of Thai tourism, the TAT is target total earnings of two trillion Baht from both domestic and foreign visitors.