Hotel & Tours Group

The Tourism Authority of Thailand (TAT) has decided to bring back its slogan “Amazing Thailand” for the next lot of tourism campaigns after its initial success in 1998-99.

With a target 14.8 million international visitors by the end of the year, expected to generate profit of USD14.5 billion, tourism is as strong as ever.

"TAT has reverted to Thailand's very memorable international campaign under the tagline AMAZING THAILAND which captivated the attention of global travellers in 1998-99, the years Thailand celebrated the sixth-cycle 72nd birthday of His Majesty the King,” said Suraphon Svetasreni, TAT Deputy Governor Marketing Communications.

“After experimenting with various other slogans over the years, TAT found that people still recalled with admiration the simplicity of that campaign slogan. So far, TAT has received a very positive response from travel trade and media.”

2006 saw the country meet its target of 13.82 million international visitor arrivals, reflecting an increase of over 20% when compared to 2005. The top five markets in 2006 were Malaysia, Japan, South Korea, China and the UK.

For this year, Bangkok Suvarnabhumi has recorded nearly 3.5 million visitor arrivals for the period of January to April. An increase of 2.6% when compared to 2006. This figure doesn’t include international visitors flying directly to Phuket – which has gained much ground as a first point of entry.

The reversion back to the old slogan is aimed at underscoring the fact that Thailand is a peaceful country, with a year-round tourism market that offers a value for money travel product.

“The campaign is still effective today in terms of attracting quality tourists and special-interest niche markets. It communicates a powerful message of Brand Thailand as one of the world premier tourist destinations - a Kingdom of unforgettable beauty, luxury, hospitality, culture and adventure,” concluded Mr Svetasreni.