'Unforgettable Thailand' to overhaul its marketing approach

The Tourism Authority of Thailand will market the country for the remainder of 2006 and 2007 as "Unforgettable Thailand," according to a statement released by the agency.

The new marketing plan was formulated by the tourism authority during its annual marketing meeting, held in Bangkok Aug. 15 to 19.

The authority said it will shift its marketing emphasis by adopting a revenue-based target instead of an arrivals target as in the past. Marketing plans will focus on ways to induce consumers to spend more money in Thailand, with increased emphasis on shopping, spas and other activities that are powerful generators of revenue.

During the annual meeting, the authority decided that its most important goal is to create a clear brand image. The authority also discussed ways to increase the use of the Internet to raise Thailand's brand image, to organize more special events, introduce new tourism destinations and encourage foreign investment in tourism.

To contact the reporter who wrote this article, send e-mail to David Cogswell at [email protected].

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