Earlier this year, the Tourism Authority Thailand (TAT) officially unveiled the latest iteration of ‘Amazing New Chapters’ campaign, aimed at breathing new life into the inbound tourism sector.

The initiative introduces a host of enhanced tourism offerings centered around experiential travel, marking a significant step towards the full resumption of Thai tourism in 2023. It is estimated that the revival of the industry will contribute approximately THB2.38 trillion (over USD71 billion) to the economy, though still representing around 80% of pre-pandemic levels.

TAT Governor, Yuthasak Supasorn, disclosed that Thailand recorded an impressive influx of around 11.8 million foreign arrivals in 2022, surpassing expectations and serving as the foundation for the ambitious ‘Visit Thailand Year 2023: Amazing New Chapters’ campaign.

The campaign also symbolises the commitment of TAT and all stakeholders, both public and private, as well as the Thai people, to maintain tourists’ confidence in Thailand as a preferred travel destination. The campaign will serve as a platform for promoting sustainable tourism practices in Thailand, with a focus on elevating tourism supply through experiential travel.

TAT Governor, Tanes Petsuwan, highlighted the organization’s plans to allocate additional resources to target new tourist segments, particularly in China and other international markets. Addressing concerns over airline seat shortages, TAT will also emphasize promoting overland journeys as an alternative travel option.

TAT has confirmed its projection of welcoming approximately 25 million international arrivals in 2023, with an estimated 5 million visitors originating from China. The ‘Amazing New Chapters’ campaign will play a pivotal role in facilitating this growth, providing the platform for travellers to indulge in high-quality, unforgettable experiences that showcase Thailand’s 5F soft-power foundations: Food, Film, Festival, Fight, and Fashion.

As Thailand gears up for another positive plot twist in the months ahead, TAT invites travellers worldwide to embark on a remarkable journey that will unfold a tapestry of new and exciting chapters. The campaign promises to create memories that will last a lifetime, reaffirming Thailand’s position as a preferred destination for travellers seeking unparalleled cultural experiences, natural wonders, and warm hospitality.