To increase its appeal to international visitors, the Tourism Authority of Thailand (TAT) has launched the revolutionary "Thais Always Care" campaign. This online communication campaign is not only part of the famous Amazing Thailand campaign, but also an initiative with symbols of safety and hospitality.
Guided by the principles of "Land of Care", the project aims to convey the essence of Thai hospitality to international tourists. Through the acronym CARE, which stands for Compassion, Assistance, Relief, and Elevate, the project reflects the inherent generosity of Thai society, its willingness to assist tourists, and its commitment to improving tourism and safety standards.
Launched at a press conference led by the Ministry of Tourism and Sports in December 2023, the campaign is timed to coincide with the surge in travel during the festive season. With the support of 12 public agencies, the campaign demonstrates unity in providing a seamless travel experience for millions of visitors.
A key aspect of the "Thais Always Care" campaign is partnering with renowned international Key Opinion Leaders (KOLs) to promote Thailand's tourism appeal and safety reputation. This strategy aims to attract the attention of both local and international tourists, with a particular focus on Chinese tourists, a key market segment for the country. The goal is to reach over 100 million views for the campaign.
According to Pol.Gen. Somchai Teerapatpaisarn of the Tourist Police Headquarters, improving tourist safety in Thailand involves a three-pronged approach. This includes the "Strong Tourism Community" project to ensure safety in tourist areas, the establishment of operation centers in cooperation with local police to enhance security measures, and coordination with foreign institutions and embassies to assist tourists in need.
Meanwhile, Natthakit Tangpoonsinthana, representing the Central Pattana Public Company, explained the measures taken to strengthen security at the Central Shopping Center. Security is a priority, with a focus on training security personnel and implementing cutting-edge technology, including the installation of CCTV cameras and state-of-the-art security equipment, according to The Nation.
The "Thais Always Care" campaign in Thailand represents an important change in the travel sector. It not only enhances Thailand's image as a friendly and safe destination, but also integrates technology and human warmth to create memorable and engaging travel experiences.