At World Travel Market 2014 the Tourism Authority of Thailand (TAT) launched a new marketing and promotions campaign, Discover Thainess 2015. The new logo was officially unveiled on the Thailand stand by the newly appointed Minister of Tourism & Sport, H.E. Mrs Kobkarn Wattanavrangkul.
Discover Thainess emphasises the priceless treasures of Thailand that give Thainess its charm and make Thailand unique in its people and culture. It allows Thailand to differentiate itself from competitor Asian destinations, particularly as Thailand joins ASEAN in 2015, and allows tour operators to give added value to travellers by booking such experiences.
The experience-led ‘Thai way of life’ is at the centre of this campaign and promotes cultural activities such as Muay Thai boxing, Thai massage, Thai food and cooking schools, Thai classical dance, arts and crafts. There is also a focus on home stays and community-based tourism, which encourages tourists to have a more engaging and fulfilling holiday in Thailand.