Recognizing the significant value of “soft power” in promoting a nation globally, the previous government of Thailand had launched an innovative strategy called the “5Fs.” This initiative aimed at heightening Thailand’s international reputation, not just by bolstering tourism, but also by providing visitors with a more profound and rewarding experience.
The Tourism Authority of Thailand (TAT) looks forward to utilizing this approach as a means to foster a more sustainable tourism model in the country. The “5Fs” strategy stays highly focused on digital promotions, unfolding a myriad array of promotional events that aim at initializing an exciting and fulfilling interaction with Thailand for global tourists.
Such a comprehensive approach is projected to generate a remarkable revenue of 2.38 trillion baht from tourism sector alone within this calendar year, as per the targets set by TAT.
In order to materialize the “soft power” tourism promotional programs, TAT has brought in various initiatives, both online and offline. This includes strategic tie-ups with prominent online “influencers” dedicated to positive propagation of Thai culture, enticing food, trending fashion, and world-renowned Muay Thai (Thai boxing) through different social media platforms.
Some notable offline events initiated by TAT include:
- ‘Thailand Soft Power Week’ at the famous Emquartier Department Store, Bangkok, running from June 13-19.
- The vibrant ‘Pattaya Festival’ and ‘Pattaya International Pride Festival’ held in Chonburi from June 23-25.
- A showcase of ‘Thai Garments’ in Phrae from July 26-30.
- Screening of mesmerizing ‘Thai Films’ in Nakhon Si Thammarat from August 18-20.
- And a delicious delight of ‘Isan Food’ in Khon Kaen from August 23-27.
Additionally, TAT has been actively associating with numerous businesses across the nation, offering unique discount deals to tourists. Such promotional initiatives encompass more than 450 distinct types of incentives, including considerable freebies and discounts scaling up to 60% on various products and services.
The combined response to these online and offline campaigns has been incredibly overwhelming. Every event under the “5Fs” strategy, since its inception last year, has drawn the attention of almost 160 million people. Likewise, the physical participation in these events has crossed over 40,000, leaving an enchanting memory of Thailand in the hearts of the global audience, TAT shared.
Be First to Comment