The 2009 Marketing Action Plan (MAP) incorporates policy guidelines established by the Royal Thai Government, the Ministry of Tourism and Sports, the TAT Board as well as the national tourism organization’s five-year State Enterprise Plan (2007-2011).Policy Guidelines of The Royal Thai Government and the Ministry of Tourism and Sports
Establish tourism policies and pursue tourism promotion and development and marketing strategies in line with the sufficiency economy principles as advocated by His Majesty the King to create a better balance between development and marketing to ensure sustainability

Embrace principles of sustainable tourism development

Enhance the value perception of Thai tourism products and services by balancing the price-value equation. This is fundamental to achieving Quality Tourism.

Establish clear brand identity for each of the provincial clusters presented as tourism products in order to create a positive and long-lasting impression and memorable experience

Policy Guidelines Established by the Board of Directors of the Tourism Authority of Thailand
Tourism is a key economic driver. Recognize the very significant role that tourism plays in providing peoples in all regions of the Thai kingdom with better quality of life.

Promote sustainable tourism growth by leveraging the strengths of the destination and the “Thailand” brand

Achieve a balance between economic and social benefits — demonstrate respect for the environment, foster environmental awareness and promote a sense of pride in the nation.

Policy Guidelines under TAT’s State Enterprise Plan (2007-2011)
Work towards the achievement of sustainable tourism development and ensure competitiveness on the world stage by pursuing tourism development along a path that strengthens Thailand’s position as a “Quality Destination”. Highlight Thai cultural identity and promote the conservation of nature and the environment.
The integrated industry plan provides a framework for the conduct of activities to promote Thai tourism and ensures that all sectors involved proceed in the same direction and work towards common goals.
The MAP also paves the way for the integration of marketing efforts, tourism products and services and marketing communication within the TAT organization. The master plan also helps to align TAT initiatives with those being undertaken by strategic partners in both the state and private sector.
The Thai tourism industry is confident that this will greatly facilitate efforts to further develop Thailand’s tourism products and services by ensuring that they meet the five key criteria that determine the success of Thailand’s marketing efforts. These are: product and service quality, convenience, cleanliness, safety and uniqueness.
By doing so, this will enable Thailand to achieve clear product differentiation; develop tourism products and services that are well-suited to the needs and interests of the modern traveller; strengthen the “Amazing Thailand” brand; and sharpen Thailand’s competitive edge.

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