2015: Year to ‘Discover Thainess’ in Thailand

‘2015 Discover Thainess’ campaign aims to attract international tourists showcasing cultural and traditional diversity of Thailand and Thai way of life.

Over many decades, Thailand has emerged a preferred destination among international tourists. Bestowed with natural beauty and rich cultural diversity, Thailand has every thing that a tourist may aspire. The kingdom as a tourist destination is truly amazing and fascinating. It is a country where modernity and traditions coexist and thrive together, making Thailand a must place to visit for discerning tourists.

Tourism has been key driver of the Thai economy and contributes substantially in the GDP of Thailand and socio-economic wellbeing of Thai people. The continuous and innovative efforts of the Tourism Authority of Thailand (TAT) in prompting tourism in the country always make sure that Thailand remains a popular destination among international tourists.

In order to further augment the growth of tourism in the country, the TAT has launched a new global marketing campaign for 2015: ‘2015: Discover Thainess’. The ‘Discover Thainess’ is a year-long campaign conducted by TAT across the world. The campaign had a spectacular grand opening on 14 January, 2015 in front of the Siam Discovery Centre in Bangkok. The launch event was presided over by Thailand’s Prime Minister General Prayut Chan-o-cha. He said that the campaign would help strengthen the pride of the Thai people, and encourage their stronger participation in the preservation of Thai heritage and culture for the coming generations.

The grand opening was marked by cultural extravaganza and colorful performances. As part of the opening event of ‘Discover Thainess’, TAT organized a range of specially designed events to showcase the uniqueness of Thai culture and people. The spectacular parade filled Bangkok with vibrant colours and wonderful memories on 14 January, 2015.

The launch event of ‘Discover Thainess’ witnessed the glorious Thai traditions and cultures from all regions of the country coming together to Bangkok in the forms of grand processions and making the grand opening event a spectacular evening. A large number of tourists from Thailand as well as from aboard experienced and enjoyed the occasion with rapt attention. Thai cultures and traditions came alive on the grand occasion.

The event was the beginning of a host of activities over the year to attract tourists to experience ‘Thainess’ in Thailand. The launch event showcased infinite variety of colorful Thai festivals and traditions to the local and international visitors. As part of the campaign, at least one big event is being organized every month at various locations across the country coinciding with popular regional festivals. As part of the grand opening of the ‘2015 Discover Thainess’ campaign, the Thailand Tourism Festival (TTF) was held in Bangkok’s Lumpini Park from 14- 18 January. The festival saw hundreds of tourists, local and international, come along to discover all that is new in the kingdom’s hospitality and travel industry, and experienced ‘Thainess’.

The ‘2015 Discover Thainess’ campaign aims to promote and preserve Thai traditions and culture and showcase the hospitable characters of the Thai people and many cultural assets of Thailand that make it a unique tourist destination.

Thainess has seven unique characteristics: Thai Food, Thai Arts, and the Thai Way of Life, Thai Wellness, Thai Festivity, Thai Wisdom, and Thai Fun. These characteristics can be found in the everyday life of the Thai people. TAT’s new global tourism market campaign is based upon the Thai Government’s declaration of 2015 as the ‘Discover Thainess’ year with the objective of accelerating the national economic and social development under His Majesty King Bhumibol Adulyadej’s Sufficiency Economy principle to achieve a more sustainable form of growth.

‘2015 Discover Thainess’ is expected to give a major fillip to the international tourist arrivals in Thailand in 2015. International tourist arrival in Thailand is expected to rise by 13% in 2015 due to ‘2015 Discover Thainess’. As part of the launch of the ‘Discover Thainess’, TAT organized Fam trip for travel writers and journalists to Thailand.

"“The campaign would help strengthen the pride of the Thai people, and encourage their stronger participation in the preservation of Thai heritage and culture for the coming generations.” Thailand’s pM General prayut Chan-o-cha"

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