Anchored by Tourism Authority of Thailand (TAT) | Jul 15, 2010
Preserving the 'Land of Smiles', Eric Leong style
Recent political instability has thrown Thailand, the tourism friendly country, into a stall and brought unwanted attention to the 'Land of Smiles'. In the recent turn of events, Thailand, better known as Siam to the locals, has been hit hard especially in the tourism sector.
While the situation is already returning to normal, the role of reversing the negative impact is confidently laid on Tourism Authority of Thailand (TAT).
The Royal Thai government in general have since released and approved various measures, such as business relieve packages, services fee discounts, loan programmes and tax exemptions.
While other sectors tweaks their own operations to accommodate the setback, TAT has taken it upon them, to restore the balance in and around Bangkok, where tourism once ruled the days and nights of these busy central streets. The city is now back to its normal proceedings and it needs the boost in tourist.
Internal healing
While the country is reeling from its recent political turmoil, the related industries are now in damage-control phase, trying to rally and revive their respective business interests. While tourists are always at the centre of TAT’s intentions, the business operators that suffered the most during the political unrest was also not to be neglected, especially ones around the Ratchaprasong area.
Hence a campaign ‘Smile@Ratchaprasong’ that effectively served the interest of both parties, the buyers and the sellers, was successfully launched in early July, in association with the Bangkok Metropolitan Administration and the private sector. The Smile@Ratchaprasong, tied in bargains, offers and activities, with the sole purpose of returning smiles that was a daily scene in the busy and bustling tourist area.
Anchoring ‘Beautiful Space’
With its inner beauty being nurtured, Thailand's focus is now in regaining the international tourist count that has drastically dropped during the past months. As the country needed to be a little more aggressive, TAT in association with Milax Integrated (a branding and marketing company) immediately targeted the border buddies, Malaysia.
A quick reminder of what Amazing Thailand has to offer had to be echoed, starting with its neighbours. Eric Leong, a renowned lifestyle icon of their neighbouring county was roped in, as a trusted and popular figure was needed to strengthen the confidence in Tourism Thailand among Malaysians.
Leong completed a season of ‘Beautiful Space’ in Phuket, Thailand. Following the success of the series, the second season of Beautiful Space, will focus on Bangkok, Pattaya and Hua Hin. The second season is now set to sail during the second half of this year.
The next 12 months
A host of strategic events, tourism promotions and advertising campaigns are already being implemented. TAT and a list of partners and NGOs are striving day and night to jolt the tourism belt back into its glory days. TAT’s efforts is set to continue to year 2011.
The lack of tourist crossing the border into Thailand was not just an agenda that needed attention; it was a race to restore the self-confidence of the Thai people that was exhausted in the recent turn of events.
The president of the Thai Hotel Association (THA) Bundarik Kusolvitya gave some assurance that the government, the NGOs and the private sector of Thailand is doing all in its power to spur the tourism industry forward. THA’s voluntary assistance towards the success of the ‘Beautiful Space’ assignment portrayed the passion that readily accompanied the job description.
When asked about the recovery process and measures that need to be taken within the next few years to restore the trust of the tourists, Kusolvitya says with a smile, “This will not take very long, because the Thai people love each other."
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