Tuesday, August 20, 2024 Thailand is taking significant steps to rejuvenate its tourism sector by embracing the power of digital influencers. The Tourism Authority of Thailand (TAT) has officially launched “TAT Connex,” an innovative influencer marketing platform designed to elevate the visibility of Thai tourism businesses and attract more travelers to the country. This initiative is a key component of TAT’s broader strategy to integrate digital transformation into the tourism industry, aiming to drive tourism growth in a post-pandemic world.
In its pursuit of attracting 40 million visitors in 2024, Thailand has set ambitious goals to double the number of Chinese tourists to 8.2 million. To achieve this, TAT has partnered with TikTok Thailand for the “Amazing Thailand Passion Ambassador” campaign.
This initiative invites travelers to create and share content that showcases meaningful travel experiences in Thailand. With prizes worth THB 2 million, the campaign aims to generate high levels of engagement and inspire more tourists to visit the country. The campaign was launched on August 1, with submissions open until August 31, and winners announced on September 15 via Amazing Thailand’s social media channels.
In addition to targeting Chinese tourists, TAT has expanded its influencer outreach to other key markets. In March, Thailand hosted 27 influencers from countries including Malaysia, Indonesia, Vietnam, India, the Philippines, Singapore, and Brunei. These influencers, active on platforms like Instagram, YouTube, and Facebook, are part of TAT’s strategy to tap into the growing trend of online and visual mediums as primary sources of travel inspiration.
TAT Connex, launched under the leadership of TAT Governor Thapanee Kiatphaibool, is a platform that connects influencers with tourism-related businesses across various categories, including hotels, homestays, restaurants, travel agencies, shopping centers, and tourist attractions. The platform is accessible through both mobile apps and its official website, making it easy for influencers, including key opinion leaders (KOLs), bloggers, media personalities, and celebrities, to collaborate with these businesses. The primary goal of TAT Connex is to enhance brand visibility and stimulate tourism spending across Thailand’s diverse destinations.
The platform provides tools for real-time campaign tracking and data analysis through popular social media channels such as Facebook, Instagram, TikTok, and X (formerly Twitter). This allows businesses to optimize their marketing strategies, ensuring that they reach the right audiences with engaging content. The platform was activated earlier this month, allowing businesses and influencers to register and start connecting.
To ensure effective use of the platform, TAT held a workshop during the official launch, guiding both influencers and businesses on how to maximize their impact through TAT Connex. This effort is part of Thailand’s larger “Ignite Thailand’s Tourism” vision, a strategy focused on revitalizing the tourism sector following the challenges posed by the COVID-19 pandemic. Notably, TAT Connex is free to use and available in both Thai and English, making it accessible to a wide range of users.
Thailand’s strategic use of digital influencers through platforms like TAT Connex reflects a forward-thinking approach to tourism promotion in the digital age. By leveraging the reach and influence of social media personalities, TAT is not only enhancing the visibility of Thailand’s tourism offerings but also aligning its promotional strategies with the preferences of modern travelers. As Thailand continues to recover from the impacts of the pandemic, these efforts are expected to play a pivotal role in driving tourism growth and positioning the country as a top global destination.
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