Established with an ambitious vision by the preceding administration, the “5Fs” initiative seeks to elevate Thailand’s position on the global map, leveraging what is known as “soft power”. This potent venture is run by none other than the Tourism Authority of Thailand (TAT), whose mission isn’t just to turbocharge tourism figures, but rather, to revolutionize the visitor experiences, nudging the whole industry towards a more balanced and sustainable path.
At the crux of their strategy is an intense drive towards digital promotions, bestowing a significant role on the “5Fs” celebration events. With their enthusiastic engagement tactics anticipated to precipitate pulling in an astounding 2.38 trillion baht in tourism proceeds this year, TAT is spearheading an era of dynamic tourism in the country.
TAT’s take on “soft power” involves integrating both physical and digital strategies into the tourism promotional events. This powerful cocktail involves joining forces with key social media influencers to spread the word about Thailand’s unique and vibrant cuisine, its exemplary fashion scene, and the adrenaline-pumping sport of Muay Thai (Thai boxing).
On the ground, TAT has orchestrated multiple offline set-piece events. These encompass the illustrious “Thailand Soft Power Week” held at Bangkok’s Emquartier Department Store from June 13-19, the much-anticipated “Pattaya Festival” and “Pattaya International Pride Festival” in Chonburi from June 23-25, and the showcase of “Thai Garments” in Phrae from July 26-30. To top it all off, they even organized celebrations of “Thai Films” in Nakhon Si Thammarat from August 18-20 and a delectable “Isan Food” festival in Khon Kaen from August 23-27.
Bringing in formidable partnerships with enterprises across the country, TAT has also unveiled a buffet of special discount propositions spanning across more than 450 different offerings for tourists. These promotional undertakings also extend to gifts and stark discounts of up to 60% on an extensive array of products and services.
The results of both online and offline campaigns have been nothing short of astounding, reaching up to 160 million people per event, with over 40,000 participants since their inception in the early part of last year, TAT proudly revealed. This intricate blend of digital and physical outreach has an overarching aim – to render Thailand’s tourism not only sustainable but also deeply meaningful, impactful, and downright unforgettable.