Popularity in Thailand of the famous 5-member girl group is helping to promote Thailand as a tourist destination among Japan’s young generation.
Bangkok – The Tourism Authority of Thailand (TAT) was pleased to welcome the famous female idol group from Japan, FES☆TIVE, to Thailand during the group’s recent visit for the Japan-Bangkok IDOL Festival and FES☆TIVE One Man Live event on 25-26 June, 2022, at Donki Mall.
On the afternoon of 24 June, 2022, the 5-member group met with Mr. Yuthasak Supasorn, TAT Governor, Mr. Tanes Petsuwan, TAT Deputy Governor for International Marketing – Asia and South Pacific, and Mr. Chuwit Sirivejkul, TAT Regional Director of East Asia Marketing at the TAT Head Office in Bangkok.
Mr. Yuthasak said “This trip by FES☆TIVE is a great opportunity to demonstrate Thailand’s readiness to welcome Japanese tourists. It fits perfectly with the TAT’s strategy of using ‘soft power’ to promote Thailand in key tourist source markets, in this case, targeting in particular the young generation of fans who love music artists and encouraging them to travel in the footsteps of their favourite idols.”
Under the Tokuma Japan Communications record label, FES☆TIVE is popular in Thailand and has performed in the kingdom a number of times. The group recently released the song “Hohoemi no Kuni (Land of Smiles)” with a music video that promotes elements of Thailand and Thai culture, such as Thai temples, Thai food, Thai language, and different tourist attractions.
Japan is a key visitor source market for Thailand, in 2019, having generated 1,787,185 tourists and 93,758.84 million Baht in tourism revenue for the kingdom. The average length of stay of the Japanese was 9.79 days, and they spent 5,358.70 Baht per person per day. The most popular destinations among the Japanese market are Bangkok, Chon Buri, Pattaya, Phuket, and Chiang Mai.
Along with the young generation, TAT is also focusing on Bleisure travellers mixing business and travel, millennials, and sports groups from Japan as key market segments. It wants to see Thailand welcome 1.16 million Japanese visitors in 2023.