WTM news: Responsible tourism and luxury in the spotlight for Thailand

Thailand will continue to focus on the lucrative UK market as it launches campaigns focused on sustainability and luxury.

The UK is the second-biggest European market for Thailand after Russia, with 954,404 Brits visiting Thailand in 2018. The British market has held up well despite concerns about Brexit and the appreciation of the Thai baht, according to the Tourist Authority of Thailand (TAT).

A spokesman for TAT said that 2020 will be a year of "big opportunities" for Thailand with the tourism board and Thai airlines celebrating  60th anniversaries. The year will be marked by the latest evolution of the long-term Amazing Thailand campaign, which will include Amazing Thailand Week, to be held in the last week of May as well as the Responsible Thailand campaign. The Responsible Thailand campaign will focus on ensuring visitors are distributed across the whole country and across the whole year, as well as sustainability initiatives to protect the environment while still ensuring tourists have enjoyable holidays. May/June and September/October will be highlighted as alternative times of year to visit Thailand, outside the peak tourism season. 

In regard to promoting Thailand as a luxury destination, the Distinctly Thailand campaign will highlight the ways in which the country offers alternative luxury experiences to those offered by more established luxury destinations. As well as offering world class accommodation, the Distinctly Thailand campaign will promote experience-based luxury, with nature, food and adventure experiences included as part of the country's luxury holiday proposition.