Skift Travel News Blog

Short stories and posts about the daily news happenings around the travel industry.


Thailand’s ‘Meaningful Relationship’ Campaign Romanticizes Tourism

4 months ago

The Tourism Authority of Thailand unveiled a new marketing campaign “Meaningful Relationship” at the World Travel Market event in London on Monday.

The heart of the campaign is to encourage tourists to create more than just travel memories, it’s about fostering connections with the people, communities, nature and Thailand itself.

In tune with evolving travel trends, Thailand recognizes the modern traveler’s inclination towards prioritizing experiences over ticking off bucket-list destinations.

The “Meaningful Relationship” campaign seeks to tap into this shift, inspiring travelers to form connections that transcend the ordinary and ultimately foster a bond with oneself.

The Film

The advertising film features tourists from Korea, France, and Portugal, showcasing the attractions of Kanchanaburi, Chumphon, Nakhon Phanom, and the vibrant metropolis of Bangkok.

Thapanee Kiatphaibool, Governor of the Tourism Authority of Thailand, shared the campaign’s vision, stating, “The new ‘Meaningful Relationship’ marketing communication concept is designed to encourage travelers to engage in a meaningful connection, whether it is with themselves, the local people, the community, nature, or even with Thailand. When travelers form a relationship with the people they meet and the place they visit, they will have an opportunity to create lifelong friends, cherished recollections, and enjoyable moments.”

Moreover, December will also witness the launch of the “Thailand Always Cares” campaign, emphasizing Thailand’s commitment to ensuring a memorable experience for tourists.

Latest Tourism Figures from Thailand

Thailand’s ambitious goal is to attract 25-30 million tourists and generate THB 1.5 trillion ($43 billion) in revenue by the end of this year.

According to the latest available data, in the first 10 months of 2023 (January 1-October 31), Thailand recorded over 21.6 million arrivals and generated over THB 927 billion ($26 billion) in tourism revenue. The top five source markets being Malaysia, China, South Korea, India and Russia. 

The 2024 target is set at total revenue of THB 3 trillion ($84 billion) with THB 1.92 trillion ($54 billion) coming from the international market.

After granting visa free entry to Chinese tourists from September onwards, Thailand announced last week that it would grant visa-free entry to citizens from India and Taiwan from November 10 till May 2024.


Colorado Communities Passed Ballot Measures to Shift Tourism Marketing Dollars

1 year ago

Multiple Colorado counties and towns approved ballot measures on November 8 to shift lodging tax revenue—a key funding source for tourism promotion— toward local community initiatives. The passage of the measures underscore the Skift megatrend that communities are no longer spectators in travel.

Ballot measures to increase lodging taxes to fund affordable housing and other community initiatives were passed in Estes Park, Summit County, Glenwood Springs, Dillon, Eagle County, Lyons, Nederland and other municipalities. The measures didn’t pass in the municipalities of Grand Junction, Centennial and Hudson

Many of the measures were passed with overwhelming majority support. In Estes Park, 63 percent of voters approved an additional 3.5 percent lodging tax extension on the local marketing district. 

Some local DMOs supported the ballot measures and their approval. “With the support of our board of directors and the community, we were able to not only support opening this funding avenue to support essential community needs, but to also work diligently to ensure that Visit Estes Park can continue to provide important marketing and management services to our tourism partners and guests by protecting our existing budget,” said Visit Estes Park CEO Kara Franker. 

The ballot measures came into play this year thanks to a bill signed by Colorado Governor that allowed municipalities to let voters decide how to allocate up to 90 percent of lodging tax funds to areas outside of tourism promotion.