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Destination Marketing and Branding

How The Amazing

Destination Marketing Thailand Campaign

and Branding Aims To Achieve

The 3D;

Distinctive,

By Zulaikha binti Ab Rahman

Desirable And

Differentiated?

AMAZING THAILAND CAMPAIGN

Thailand is located in the heart of Southeast Asia, making it a natural gateway to Indochina, Myanmar and South

China. The country is made up of 76 provinces that are further subdivided into districts, sub - districts and

villages. Bangkok is the capital and centre of political, commercial, industrial and cultural activities. Tourist

arrivals in Thailand increased to 3 466 456 in August from 3 327 198 in July 2019. Tourist arrivals in Thailand

averaged 1 531 104.69 from 1997 to 2019, reaching the highest all-time high of 3 845 811 in the month December

2018 and recorded a low of 404 563 in May 2003.

The "Amazing Thailand Tourism Year 2018" campaign has been launched by the Minister of Tourism and Sports

of Thailand at the World Travel Market in London. This campaign focus on quality tourism, aimed at increasing

the average length of stay, high tourist spending and repeatation visits among tourist. This campaign feature 13

key products including sports, gastronomy, maritime tourism, wedding and honeymoon, medicine and wellness,

community-based tourism, leisure, green tourism, nightlife, MICE (meetings, incentives, conferences and

exhibitions), trade shows, marketing activities from business to business and logistics.

The communications strategy for the campaign will be categorized by 4S: saneh (or charm) that reflects Thai

people, products and services; sanook (or excitement) for promoting a sporting event; sabai (or casual) refers to

the Thai order; and safer (or tasty) sap with a focus on food.

Since this campaign has been launched in 2017, the number of tourist arrivals in Thailand is increasing. The

summary of the tourist arrivals in Thailand from 2017 till 2019 are as stated as below:

35.35 MILLIONS OF TOURIST ARRIVALS IN 2017

38.28 MILLIONS OF TOURIST ARRIVALS IN 2018

39.80 MILLIONS OF TOURIST ARRIVALS IN 2019