Tourism Authority of Thailand (TAT) Governor Yuthasak Supasorn wrote a column for The Nation, which was published on Tuesday. Here is an excerpt:
The TAT is aware of the need to get even smarter to meet the changing requirements of the digital age while capitalising on the core qualities of our country.
Our long-term goal is to move the industry from offering “value for money” to “value for experience”. We will focus on creating valuable and memorable experiences for quality tourists by creating valuable tourism products and upgrading product standards. This will mean greater emphasis on promoting creative tourism through Thai culture, experiences and way of life.
It is therefore paramount that we ensure that digital innovation is central to our efforts, consistent with the “Thailand 4.0” strategy that gears towards a value-based economy, incorporating smart devices, Internet of Things technology and creativity, as well as culture and high-value services.
Digital technology has revolutionised global tourism. Around the world, people are using their smartphones to do everything from paying for services and booking restaurants to seeking directions to tourism attractions and searching for hotels. Meanwhile, industries rooted in the sharing economy, such as Airbnb, Uber and Grab, have altered the previous rules of the game.
When you consider these and other advances, such as the proliferation of social-media networks and Internet platforms, the need for nimble thinking and coherent digital strategies has never been clearer.
I am proud to say that Thailand has established itself as a regional leader in efforts to deploy smart ways of marketing its tourism products.