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Thailand amplifies tourism at Dubai’s Arabian Travel Market 2024

Amazing Thailand ATM 1

Thailand presents “Amazing Thailand: Your Stories Never End” at ATM 2024, showcasing diverse offerings to Middle Eastern markets.

REPORT – Arabian Travel Market, Dubai, UAE – The Tourism Authority of Thailand (TAT) has launched the latest communication concept, “Amazing Thailand: Your Stories Never End,” at the Arabian Travel Market (ATM), where the Thai pavilion presents a contingent of 64 Thai exhibitors at Dubai World Trade Center, United Arab Emirates, from 6-9 May 2024.

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Ms. Thapanee Kiatphaibool, TAT Governor, said, “This is Thailand’s 24th year of participation in the Arabian Travel Market. This year also marks the first time that TAT and the Phuket Tourist Association have strengthened cooperation in presenting exhibitors from Phuket in a dedicated zone under the umbrella of the Thai pavilion.”

The Thai contingent includes 36 exhibitors from Phuket, 22 from Bangkok, three from Krabi, two from Chon Buri (Pattaya) and one from Surat Thani (Ko Samui). These constitute 40 hotels, 11 destination management companies, three wellness and medical service institutes, eight attractions and theme parks, and the Thailand Privilege Card.

At the Thai pavilion, Phuket exhibitors are presented in a dedicated zone with 26 tables, while the rest occupy 36 other tables in the main zone and the Thailand Privilege Card exhibits in a private area. The main entrance boasts a demonstration area of distinctive Thai soft power and a Thai tourism information counter with English and Arabic-speaking officers.

Mr. Siripakorn Cheawsamoot, TAT Deputy Governor for International Marketing – Europe, Africa, and the Middle East, said “Thailand’s presence this year has been strengthened with a very good mix of exhibitors that cater to different customer bases of the Middle East market, especially the established family market and the growing shopping and luxury segments. The strong presence of Phuket underpins its commitment to boost the destinations’ profile as a destination for visitors from the Middle East.”

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During the ATM 2024, TAT has scheduled a signing of a strategic partnership agreement with dnata Travel. It has also planned meet-and-greet sessions with Emirates Airlines, WEGO and Qatar Airways, as well as interviews with local media.

TAT also leverages its participation at ATM 2024 with the launch of the new communication concept, Amazing Thailand: Your Stories Never End, held on 6 May for tour operators, airlines, local media and influencers.

Mr. Nithee Seeprae, TAT Deputy Governor for Marketing Communications, said “This concept encapsulates our commitment to creating unforgettable experiences for every traveller who visits our beloved kingdom. We aim to instill lasting memories and meaningful journeys that will inspire visitors to become storytellers, sharing their own unique tales of Thailand with others around the world.”

To encourage travelers to create never-ending stories in Thailand, TAT will continue to promote the kingdom’s 5F soft-power foundations – Food, Film, Festival, Fight and Fashion – to add value to tourism products and services as well as offer meaningful experiences to travelers.

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Some of the highlight experiences travelers can enjoy while in Thailand include wellness, hidden gem cities, and world-class events.

In 2023, Thailand welcomed 28 million visitors, generating a revenue of 1.2 trillion Baht. Of these, 651,049 visitors from the Middle East, a 28% increase compared to the pre-COVID year of 2019.

For 2024, TAT has set a target of generating 3 trillion Baht, with 1.92 trillion Baht coming from international tourism and 1.08 trillion Baht from domestic tourism. These include over 1.11 million travellers from the Middle East and more than 106 billion Baht in revenue.

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